Malaysian fashion labels and designers better prepared for CMCO this time

  • Style
  • Tuesday, 13 Oct 2020

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.

Article type: metered
User Type: anonymous web
User Status:
Campaign ID: 1
Cxense type: free
User access status: 3
Subscribe now to our Premium Plan for an ad-free and unlimited reading experience!

fashion , CMCO , Covid-19 , pandemic , MCO


Next In Style

From New York to London, Milan and Paris, fashion weeks make a big return
Interest in pre-loved fashion is not waning, even Balenciaga is on board
Malaysia's Vivy Yusof included in global fashion list alongside Giorgio Armani
Tudor welcomes watch lovers to a storied exhibition held in the heart of KL
Victoria Beckham debuts at Paris Fashion Week, but will this help her brand?
Perfume in the metaverse? Beauty brands are now getting in the game
Bella Hadid’s spray-on dress: How does it work, and everything you need to know about it
What is 'kidcore', the style trend that's taking Gen-Zs back to childhood?
Cher, 76, stuns guests at Balmain runway show with catwalk in a spandex bodysuit
Style Watch: Malaysian model Sofia Goh is all about the classic chic look

Others Also Read