Kylie Verzosa (center) with fellow models for her products
MANILA, Philippines — Aiming to help people in the community embrace the uniqueness of their bodies and feel good about themselves the way they are, actress and Miss International 2016 Kylie Verzosa and her friends have launched an affordable yet high-quality shapewear line called “Solá” in 2023.
A year after the brand was launched, it has leveraged its unique characteristics to differentiate itself by increasing its reach and appeal to consumers through opening a TikTok shop.
“As an e-commerce startup, Solá adopted TikTok Shop to maintain a two-way communication with its consumers, allowing them to connect with the brand's shapewear products,” the e-commerce platform said.
Through its online store, the brand “was able to achieve its primary goal of connecting directly with consumers. It reached a wide, engaged and highly-interested audience, building trust and fostering a sense of community,” the statement added.
The brand has used Kylie as a front-runner in content creation to drive brand awareness and consumer recognition, and the company plans to collaborate with more content creators to expand its reach and showcase the platform's potential to drive organic growth in the competitive shapewear market.
The initiative includes a partnership with L'Oreal Paris, which will offer free products during key livestream sessions.
“We want to enter an e-commerce platform that allows us to have a two-way conversation with our customers, so it's not just about selling, but actually communicating with our customers through content and resonating with them. Through (the e-commerce platform), a lot of customers have become interested in our brand,” explained Ally Gao, general manager of Sora.
Gao added that the unique livestream allows them to offer competitive pricing.
“We're not doing this every day, we're doing it for a limited time, but our viewers know that and so they're watching the livestreams and communicating with the hosts and the brands and taking advantage of the discounted prices. We're really happy to see that, not only because our viewers get a discount, but also because they get to really interact with us.”
