Founder interview series
Abito Allora
A three-part video conversation with the founder, cut for Instagram, LinkedIn and the website, built to put a face behind a business that asks customers for a lot of trust.
Digital marketing and e-commerce, luxury retail
I learned how luxury sells on the shop floor. Now I build it online.
Seven years in luxury fashion, from Bottega Veneta and Chanel in Singapore to a pre-owned boutique in Zurich, alongside a master's in online business. Today I run the digital side of a pre-owned luxury boutique: the shop, the campaigns, and the numbers behind them.
123Kviews on a campaign run with no paid budget
60%newsletter open rate across ~500 subscribers
+43%organic search clicks after an SEO rebuild
7 yrsinside luxury and pre-owned fashion retail
02
The part that is harder to hire for
Most marketers here can run the channels. Fewer can run the channels and read the customer.
I spent nearly seven years selling luxury to Chinese clients in Singapore. I now market it to Swiss ones.
That is not a language skill, it is a behavioural one. How a client from Shanghai researches a purchase, what reassurance they need before spending, which platform they trust, how they expect to be followed up with afterwards. None of it maps neatly onto European assumptions, and the gap is usually where the sale is lost.
My master's research looked at how Generation Z reads authenticity and trust in digital fashion advertising. The shop floor gave me the instinct; the research gave me a way to test it instead of guessing.
- Mandarin, nativeClient-level fluency rather than conversational, including the vocabulary of product, craft and after-sales
- Chanel and Bottega VenetaHigh Jewellery storytelling, VIP wardrobe planning, client activation events
- Swiss market executionMSc from HSLU, applied inside a Zurich retail business day to day
- Consumer researchQualitative analysis turned into decisions a small team can actually act on
03
Also on my desk
Communication strategy for 20 Minuten
Junior Agency Award, LSA, 2025
A full strategy developed and presented with a Leading Swiss Agencies partner agency, from audience definition through to channel plan.
Bilingual SEO and campaign copy
Zurich
Product pages, sale campaigns and newsletters written for a Swiss-German audience in both English and German, structured so search can actually find one-of-a-kind stock.
04
Experience
Abito Allora
Zurich, Oct 2025 to present
Store & Digital Marketing Manager
Own the online store and the digital presence: Squarespace structure and page optimisation, Instagram via Meta Business Suite, seasonal campaigns, the monthly newsletter. Track performance in GA4 and Meta and turn it into the week's plan. Lead the online-to-offline work so what people find in the shop matches what they were promised online.
Chanel
Singapore, Nov 2021 to Dec 2023
Luxury Fashion Advisor
Client advisory and product storytelling to Chanel's brand codes, for a largely Mandarin- and English-speaking clientele. Selected to present at High Jewellery events. Supported client activation events and styling presentations, and led the planning and adjustment of the VIP wardrobe.
Bottega Veneta
Singapore, May 2017 to Oct 2021
Luxury Ready-to-Wear Specialist
Store-level commercial initiatives and go-to-market execution, aligning product focus, storytelling and visual priorities to each seasonal launch. Produced product sell-through reporting and competitor news, and presented market trend updates to inform selling strategy.
05
Recognition and certifications
High Jewellery Event Storyteller
Chanel Pte Ltd, Singapore, 2023
Selected to present at High Jewellery events, sharing craftsmanship and heritage with invited VIP clientele.
Junior Agency Award
Leading Swiss Agencies, June 2025
Developed and presented a full communication strategy for 20 Minuten in collaboration with an LSA member agency.
HubSpot Marketing Hub, certified
HubSpot Academy, valid through July 2027
Applied CRM and marketing automation credential covering lifecycle stages, segmentation and campaign reporting.
06
Education
Lucerne University of Applied Sciences and Arts
Luzern, Switzerland, Feb 2024 to Feb 2026
MSc Online Business and Marketing
Digital marketing, online business models, consumer insight and strategy. My thesis examined how Generation Z reads relevance, creativity, authenticity and trust in digital fashion advertising.
Royal Holloway, University of London
Singapore, Nov 2019 to Apr 2021
BSc Management with Marketing
Second Class Honours, Upper Division.
07
About
My work sits between strategy and execution, and I am happiest when I get to do both: write the plan on Monday and ship the thing on Wednesday.
Retail taught me that brand perception is not built in campaigns, it is built in small interactions: how an item is described, how quickly someone replies, whether the price makes sense. Digital work has not changed that view, it has just given me more places to apply it and better ways to check whether it worked.
Through my academic background I built a foundation in digital strategy, consumer behaviour, content marketing and research. Seven years in luxury and second-hand fashion gave me the other half: how customers actually behave, how a story is told in person, and how brand perception is built one conversation at a time.
How I work
Detail-driven and calm under a long to-do list. I care about clarity and consistency, and about work that holds up when someone looks closely at it.
I do well in small teams where ownership is real and the feedback loop is short, and in roles where marketing, customer experience and brand presentation are not treated as separate departments. I am comfortable running operations and holding the details, and I would rather raise a problem early than present a tidy version of it later.
What I do
- Digital marketing and contentCampaign planning and execution, social content, brand storytelling, newsletters, messaging built for a specific audience
- E-commerce operationsWebsite management, product structure, merchandising support, customer journey work, hands-on with online shop systems
- Customer and brand understandingPremium positioning, service standards, and the details that decide whether someone trusts a brand
- Research and strategyQualitative analysis and consumer insight turned into recommendations a small team can act on
Tools and skills
- Squarespace
- Google Analytics
- Meta Business Suite
- HubSpot
- SEO & AEO
- Email newsletters
- CRM
- Canva
- CapCut
- Content writing
- Brand communication
- Campaign planning
- Consumer research
- Qualitative analysis
If any of this sounds like the person you need, write to me.
I am open to roles in digital marketing, e-commerce and client advisory across Zug, Lucerne and Zurich, and to freelance work where a Mandarin-speaking marketer is genuinely useful.