Malaysian fashion brands must reach out to customers in new and creative ways

In this pandemic, the local fashion industry has found that it has to reach out to customers in new and more creative ways. Photo composite: 123rf

Bazaars were the launching pad for many local fashion brands, and where many maintain their physical retail presence. But as with everything else, the Covid-19 pandemic has thrown a spanner into that arrangement.

Bazaars were closed when the movement control order (MCO) was implemented in March, as were retail outlets. Local fashion brands quickly realised they need to look at other means of selling their products. One such alternative is going digital.