FEBRUARY is here and it still feels so surreal that a month into the new year has passed. As I was in a meeting with my team, discussing our annual marketing plans and exploring new ways to market our brand, a constant thought (and worry) came into my mind.
“How would my brand fare in this ever- growing competitive Malaysian fashion industry?”
PERCEPTIONS ON LOCAL BRANDS
The fashion industry has evolved so much over the past years. This can be seen by the fact that more people see fashion as a serious business.
That being said, we are not so conservative anymore when it comes to fashion. Aspiring young designers are no longer afraid to come forward and show their talent. Many fellow local brands are on meteoric growth with their expansion and popularity, some I am proud to be acquainted with. Often, I ask myself what else can I do for my brand (Mimpikita)? The brand is eight years old and will be entering its “teenage” stage in five years. How time flies.
When I started in 2009, there weren’t many local brands and people weren’t that aware of local brands. They would spend on international brands that were already established and well-known.
But today, the game has changed. We are spoilt for choice as the number of local brands in Malaysia keeps increasing. From ready-to-wear collections to bespoke and bridal ranges, we have so many choices to choose from among local designers. Isn’t that something to be happy about?
Although at the end of the day, this creates competition among designers, I feel it is one of the contributing factors to motivate designers to do better, providing and producing better products for customers.
Coming back to my thoughts on local brands, I would take Ezzati Amira and Tengku Syahmi as examples. These are the younger designers with a lot of potential. They are very talented, have their own design aesthetics, their own identity and they know their game.
There are thousands of designers out there but how do you differentiate one designer from another? That is why having your own identity and design aesthetics is essential. It helps to put you on a different level, as well as attracting certain targeted customers and followers for your brand. With these aesthetics and identity that you have, you will be able to hold on and sustain in the industry.
One thing I like about our fashion industry is that modest fashion has been brought to the mainstream. Back then, it was rather difficult for Muslimah fashion lovers to find good brands that catered to those looking for modest clothing but today, there are one too many to choose from.
Just log on to Fashionvalet or Zalora for example, and you’ll understand what I mean when I say you’re spoilt for choice. Local designers nowadays are much more talented and smart. We can see how they work on one design to be worn with another design in detail, making it wearable for everyone.
SUSTAINING CREATIVITY TO CREATE SUSTAINABILITY
Back in 2015, we debuted in London for Fashion Scout London Fashion Week. Our collection was created to showcase the wide array of cultures in Kuala Lumpur where our main focus was to encourage modest clothing in updated lifestyles.
For the most part as Muslims, we are obligated to be modest in all that we do and that includes how we dress.
As Muslimah, there are always limitations as to what we can wear. However, with the number of new designers and brands coming up in Malaysia that produce mostly modest clothing, we need not worry anymore. Most modest clothing out there can be personalised to match an individual’s style and with the many hijab styles nowadays, everyone can look modest and chic without looking too revealing.
The Malaysian fashion industry has come a long way. More talent has been discovered and more bold people have come forward to be in the fashion game. Nonetheless, I still think that we have a very long way to go as we are always learning.
Since the fashion industry is fast becoming a huge platform for new designers to showcase their talent and creativity, senior designers will also have to step up their game to remain relevant. But of course, there is no denying that a lot has improved and changed.
No one in the industry should feel overly comfortable or too confident because the competition never ends.
Brand aesthetics and brand identity should be top priority. Always have a unique story to tell through your collection so you are more appealing than others.
Not only will you be able to build a strong, competitive brand, but at the same time you will create a fan base of your own. At the end of the day, what you deliver and who you attract will help you to sustain in the industry.
Nurul Zulkifli, the creative director of Malaysian fashion house Mimpikita, shares her escapades in life, fashion and everything in-between. Follow her and mimpikita on Instagram at @nurulzulkifli and @mimpi_kita.