The company has been known as a platform selling the wares of various local fashion brands. Photo: FashionValet
FashionValet, a homegrown ecommerce platform in Malaysia, recently caused a stir with the announcement that it will be shutting down.
The statement on its website read: "As they say, all good things must come to an end... and be replaced with something better."
"With that, we are thrilled to share with you – a brand new shopping experience. Where you will be inspired and get rewarded – all personalised for you."
This has sparked a huge discussion on social media. Users were wondering why FashionValet decided to close and what now happens to the local fashion brands operating on the platform.
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Founder Vivy Yusof however explained to the media that the decision to focus on in-house brands Duck and Lilit was made way back in 2019.
She said the pandemic accelerated the change, where independent brands expanded their own channels to sell directly to consumers, instead of relying on retailers.
The claim is that FashionValet vendors were already notified in 2021 of the new business direction.
Vivy Yusof founded FashionValet in 2010. Photo: YAP CHEE HONG/The Star
A visit to the FashionValet website will now prompt shoppers to instead check out the Duck and Lilit online stores. Duck sells scarves and other accessories, while Lilit focuses on modestwear.
The company has even capitalised on the sudden influx of attention, rolling out a tongue-in-cheek campaign. Using the code ASYIKTRENDINGJE (forever trending), shoppers can get a discount with Duck and Lilit.
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On the questions about how FashionValet investors will be affected by the pivot, Vivy claimed that they will not be affected as Duck and Lilit are owned by the main company.
Essentially, FashionValet regards itself as still existing.
Vivy is a public figure in Malaysia. She is known as a fashion icon and her memoir, The First Decade: My Journey From Blogger To Entrepreneur, will be released in December by regional book publisher Penguin Random House SEA.
Vivy started blogging in 2010 and that’s where she first gained her public following. Her following now includes 1.8 million followers on her verified Instagram account and 243,000 subscribers on her YouTube channel.
