Commentary: Sasa shutters in Singapore – the writing was on the wall

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Sasa did not manage to evolve with the times, build on its strengths, and seize opportunities, says Kristen Juliet Soh.

it will be closing all 22 stores in Singapore, citing “less than satisfactory” performance of six-year losses.NOT BECAUSE OF THE RISE OF E-COMMERCEREAD: Sasa shutters, there were others: 5 popular names that left Singapore malls

Sephora brings in new Western brands regularly. Most recently, it introduced Charlotte Tilbury Beauty, one of the most sought-after international brands well-loved by celebrities.Earlier this year, Sephora also introduced a good mix of brands with cult followings worldwide, including luxury brands , clean beauty brands , and up-and-coming indie brands .

In September alone, it announced the availability of 14 new, popular Korean brands in its stores including By Wishtrend, Huxley, Dear, Klairs, and I’m Meme. Successful beauty brands and retailers are investing in public relations and marketing to amplify their messages on different platforms – especially online ones – so that their target audience always has them in mind.

 

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