With the announcement of the new conditional MCO, local fashion labels and designers are once again plunged into a time of uncertainty. But this time, they are better prepared to weather the challenges. Photo composite: Jovian Mandagie, Imaret
With the announcement of the new conditional movement control order (MCO), local fashion labels and designers (a lot of whom are based in the Klang Valley) are once again plunged into a time of uncertainty.
The industry has already been affected with declining sales since the start of the pandemic. Yet this time around, it seems to be better prepared – with a previous experience to draw from.
Most of the local brands have already pivoted to online sales. This is in addition to diversifying their product offerings, which now include face masks and other consumer lifestyle necessities.
“With the change of consumer's behaviour and spending pattern, we are offering more sustainable yet practical and versatile products that can be used in their daily life," designer Jovian Mandagie points out.
For brands that rely on selling at bazaars, it has been a tough time. Zoo For People for example, mainly derived its sales from physical events leading up to the Hari Raya or Christmas festive seasons.
“The lockdowns and ensuing cancellation of bazaars greatly impacted our revenue this year. We believe it is the same for other brands that have been active in bazaars during these seasons, ” the founders comment.
Those affected have since moved on to really push their sales through digital means. Platforms like Instagram and Facebook are showing results in connecting them with customers.
Then there are some who are turning to unconventional means to market themselves. Designer Rico Rinaldi has been actively creating funny videos and posting them on TikTok since early this year.
“Seventy percent of my custom-made orders now come from people who know me through TikTok. A lot of them are new generation customers who previously were not my target consumers, ” Rico explains.
March saw the fashion industry lending a helping hand to frontliners affected by the pandemic. This has now been revived with the conditional MCO announced once again.
FashionValet started a new fund to assist the Islamic Medical Association Of Malaysia Response And Relief Team (Imaret). The money will help in mitigating the increasing number of cases by buying medical supplies.
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