Fashion brand Rabeanco comes to mind when you think of leather craftsmanship and affordable luxury. Rabeanco, who turns 29 this year, has been operating in more than 30 outlets across four markets, including Singapore, Hong Kong, Macau, and China.
While many shoppers have chosen to tighten their belts due to the uncertainty brought about by COVID-19, the brand has come up with various ways to attract and entice customers. One example is to blend entertainment with instant purchasing via live video shopping. This allows viewers to easily watch a host model the bags while easily shop each collection. Rabeanco partners with technology firm Livetag that incorporates audience participation via a chat function or virtual cart to qualify for this synergy to happen seamlessly.
“We felt we needed to get creative with our digital strategy (since) shopping, by necessity, had to come to shoppers as having a digital sales page isn’t enough on its own,” explains Rabeanco’s marketing manager, Ms Karki Wong. “With live shows, we can also help walk shoppers through our latest collection while answering questions about the products in real-time, building trust and engagement,” she adds.
“We are excited about the possibilities of livestreaming commerce as it marries the best bits of content marketing and physical retail experiences. It’s this sweet spot that has made it the takeaway for us in 2021.”
Rabeanco’s customer base is largely made up of loyal working professional women who are drawn to the brand’s minimalist styles and timeless approach to designs. As a result, some of their classic signatures, such as the Alps satchel or the diamond-shaped bag, continue to be part of the brand’s staple collection for over 23 years.
For customers who are unable to visit Rabeanco’s physical stores or prefer to shop from the comforts of their home, the livestream experience gives them an additional outlet to view the collection.
“Instead of going with a third-party platform like Facebook, which would have been an easier option, we wanted to have a livestream shopping platform that could be integrated into our website. This gives us control around inventory management carts and customer accounts data. However, we do not want to give up control of the overall customer experience, including the opportunities for personalisation and re-engagement, data capture and retargeting,” shares Karki.
Shop Rabeanco’s latest collection here or at retail outlets across Singapore.
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