Transforming Asian Retail with Data-Driven Marketing
Angelo Fernando
Deputy General Manager Marketing - Head of Fashion & Lifestyle Cluster
Abans Group Sri Lanka
The Asian retail fashion market is a complex and evolving landscape marked by rapid trend shifts, diverse consumer preferences, and fierce competition. Navigating this environment requires exceptional leadership, as exemplified by Angelo Fernando, Deputy General Manager of Marketing and Head of Fashion and Lifestyle Brands at Abans Group Sri Lanka. His strategic approach and deep understanding of market dynamics have been pivotal in steering his team towards success amidst these challenges. Angelo’s expertise in data analytics enables him to anticipate fashion trends and understand consumer behaviour, allowing Abans Group to tailor offerings to the unique preferences of various demographic segments. This datadriven approach ensures the brand’s relevance and competitiveness in a rapidly changing market. By prioritising localisation and collaborating with local content creators, Angelo strengthens brand loyalty and fosters genuine connections with the target audience. A cornerstone of Angelo’s strategy is the creation of an integrated, omnichannel shopping experience. By seamlessly blending online and offline platforms, he delivers a personalised, cohesive journey that aligns with modern consumer expectations, enhancing customer satisfaction and driving brand engagement. This is how he has been leading brands like BOSS, Under Armour, Skechers, MINISO & Titan, CK, Hugo BOSS, and Coach watches. Angelo’s leadership is marked by a focus on operational excellence and strategic vision. His strong supplier relationships ensure a responsive supply chain that can quickly adapt to market demands. With a successful track record in campaign planning, digital strategy, and brand management, Angelo consistently revitalises brands, driving growth and innovation in the Asian retail sector. Speaking with TradeFlock, he explains his journey, strategy and more.
What’s the most significant milestone in your marketing career and its impact?
The most pivotal moment in my marketing career came with my promotion to Brand Manager in 2018. This role was a game-changer, immersing me in the complexities of product marketing and sharpening my strategic and executional skills. It not only led to winning a national marketing award but also earned recognition with two Asian marketing award nominations. This milestone was a defining moment, validating my expertise and propelling my career forward in the consumer durables sector. The insights gained from this experience continue to influence my approach as Deputy General Manager of Marketing for fashion and lifestyle brands at Abans Group. It reaffirmed my belief that transformative roles drive significant career advancement and success.
How do you tailor your marketing strategies to modern Sri Lankan consumers?
To connect with modern Sri Lankan consumers, I prioritise cultural relevance and digital engagement. By understanding local lifestyles and values, I create campaigns that resonate. With rapid internet growth and widespread smartphone use, my focus is on digital. I deploy targeted social media campaigns, partner with trusted key opinion leaders, and create personalised content. My strategies emphasise convenience and value, meeting demands for seamless shopping experiences and high-quality products. For luxury personas, we craft personalised experiences and maintain brand prestige. For mass retail, we emphasise affordability and trend-driven products with broad-reaching marketing strategies. By staying agile and tracking trends, I ensure our brands stay ahead, fostering strong connections and meaningful interactions.
How do you balance work and life while managing multiple brands?
tradeBalancing ambitions with work-life harmony requires efficient time management and delegation. I set clear goals, rely on a collaborative team, and leverage technology to streamline tasks. Personal time off is vital for recharging and maintaining motivation. By balancing professional duties with family and leisure, I stay focused and energised, driving the success of the brands I lead at Abans Group.
Can you describe your experience in developing brand strategies for home appliances?
With over seven years of experience in brand strategy for consumer durables, particularly in home appliances, I’ve managed brands like LG, Haier, Whirlpool, Philips, Panasonic, and Russell Hobbs. I expanded the ‘Abans’ OEM brand, establishing its market presence and consumer recognition. In urban areas, we leveraged digital platforms and targeted ads to highlight innovation and convenience, while in rural markets, we focused on durability and cost-effectiveness through on-ground activations. By aligning brand messaging with consumer lifestyles, we achieved significant brand loyalty and growth, ensuring a strong and consistent market presence
What is your vision for the future of marketing in Asia, and how will your role evolve?
I envision the future of marketing in Asia as a dynamic blend of personalisation and datadriven strategies, with a renewed emphasis on brand marketing over performance marketing. As technology advances and markets diversify, brands will increasingly rely on AI, peopleled marketing, and e-commerce to deliver exceptional customer experiences. My focus will be on harnessing these tools to foster emotional creativity and deepen consumer relationships. For retailers, regardless of the industry, a refined omnichannel model is crucial. By anticipating trends and prioritising a customer-centric approach, I aim to drive growth and elevate our fashion and apparel brands to new heights.
How will you continue to innovate and lead in the evolving marketing field?
To drive innovation in the evolving marketing field, I will focus on ongoing learning and embracing emerging technologies. The fashion industry in Sri Lanka is growing, and it is becoming a very potential market. Thus, prioritising value generation is key. Using AI and data analytics, I’ll develop personalised strategies and enhance customer engagement. By adopting cutting-edge tools, partnering strategically, and creating compelling content, my goal is to build emotional connections with consumers, ensuring our brands remain relevant and inspiring in a rapidly evolving market.
