Gadis Semasa KL Market Research

Content

Target

Consumer

CHAN Moon Chin J22037460

LAU Shi Yann J23039812

TO Jun Yuan J21036219

ZAFRAN bin Zakaria J21035164

Target Consumer

1: Demographics

1 - 3

Current

Market Data

Business of Fashion 2 / 31-500490

BA (Hons) Fashion Management & Communication (3+0)

INTI International College Subang

INTI Centre of Art and Design

No. 3, Jalan SS15/8

47500 Subang Jaya, Selangor

2: Psychographics

3: Behavioral

4: Geographics

Current Market Data

5: Market Size

4 - 38

Emerging

Market

6: Market Growth Rates

Our Client:

7: Identification of Opportunities in Local and National Markets

Gadis Semasa Kuala Lumpur

@gadisemasa.kl

https://www.gadisemasa.com

gadisemasakl@gmail.com

Emerging Markets

8: International Opportunities

9: Regional Specific Approaches

Competitor Analysis

10: Direct Competitors

11: Products Offer & Price Point

12: Unique Selling Point

13: Geographics

38 - 42

43 - 54

Competitor

Analysis

Brand Differentiation Strategy

14: Against Competitors

15: Brand (re)positioning

References

54 - 58

Brand Diff

Strategy

CONTRIBUTORS

TO Jun Yuan

J21036219

CHAN Moon Chin

J22037460

ZAFRAN Bin Zakaria

J21035164

LAU Shi Yann

J23039812

Marketing Research . Gadis Semasa KL

My name is Junyuan, and I am pleased

to contribute to this market report.

Throughout the development of this

market report, I played a crucial role in

several key areas. Here are the specific

contributions I made:

- As a key contributor to the report,

my primary responsibility was to

conduct in-depth research and analysis

on emerging markets. I delved into

market trends, consumer behavior, and

economic indicators to identify the

potential growth opportunities and

challenges in these markets.

- Recognizing the importance of

an appealing and well-structured

report, I took the lead in designing

the overall layout. I ensured a logical

flow of information, visually appealing

graphics, and consistent formatting

throughout the document.

Through my contributions to the

emerging market analysis and the

layout of the report, I have strived to

bring valuable insights and enhance the

overall presentation of the project.

I’m Moon. I am eager to share my role

in researching and developing the

sections related to Current Market

Data, Competitor Analysis, and Brand

Differentiation Strategy.

I conducted thorough research and

analysis to gather current market data

that served as the foundation for our

strategic insights. By leveraging various

sources such as industry reports,

market studies, and consumer surveys, I

gathered crucial information on market

size, growth rates, and key trends.

I recognize the significance of

understanding our competitors, I

spearheaded the competitor analysis

section. I conducted in-depth research

on our key competitors, studying

their products, pricing strategies,

distribution channels, and marketing

tactics.

I have worked alongside the team to

create a cohesive and impactful report.

I am proud to have played a role in

shaping this report and contributing to

its success.

Greetings! My name is Zafran, and it

has been a privilege to contribute to

this marketing report. I am excited to

outline my contributions in the areas of

Current Market Data, Emerging Market,

Grammar Mistakes Checking, and

Providing Feedback.

As a dedicated contributor, I conducted

extensive research to gather up-to-date

market data. This involved analyzing

industry reports, consumer surveys,

and economic indicators to understand

market trends, customer preferences,

and industry dynamics. By synthesizing

this information, I contributed valuable

insights that informed our overall

marketing strategy.

With a keen eye for detail and strong

language skills, I took the responsibility

of proofreading the marketing report.

I meticulously checked for grammar,

spelling, and punctuation errors to

ensure the document’s clarity and

professionalism. Throughout the

project, I actively engaged with the

team, offering constructive feedback on

various aspects of the report.

Hi, I’m ShiYann, and I’m delighted to

have contributed to this marketing

report. I want to highlight my

contributions in the areas of Current

Market Data, Brand Differentiation

Strategy, and Competitor Analysis.

As an integral part of the project, I

conducted comprehensive research to

gather and analyze current market data.

This involved studying industry reports,

market trends, and consumer insights to

gain a deep understanding of the market

landscape.

Understanding our competitors is

essential in devising a successful

marketing strategy. I took a lead role

in conducting a thorough competitor

analysis, examining their product

offerings, pricing strategies, marketing

campaigns, and market share.

Through collaboration and integration,

I have worked alongside the team to

create a cohesive and impactful report.

I am proud to have played a role in

contributing to the success of this

project.

01. DEMOGRAPHICS

Target Consumers

adults keep up with the latest fashion trends through

social media platforms. They follow fashion influencers,

designers, and brands to stay updated on the latest styles,

The brand primarily focuses on two groups: youths

seasonal collections, and fashion inspirations.

TARGET

aged 18-25 and young adults aged 26-30. (Diagram

1)

02. Psychographics

Focus on Social Connections. They enjoy spending time

with friends and family. They value social interactions

and may seek fashion choices that are suitable for social

gatherings, events, or outings with their loved ones.

CONSUMER

Lower & Middle-Class Market. These consumers belong

to the lower and middle-income segments. They are likely

City-Center and Shopping Mall Environment. Most

budget-conscious and seek affordable fashion options

of them work in city center areas and are surrounded by

without compromising quality or style.

shopping malls. They have easy access to various retail

outlets, fashion stores, and shopping destinations.

Environmentally Conscious. They are highly aware of the

environmental impact of the fashion industry. They prioritize

Practicality and Comfort-Seeking. They put

sustainability and prefer brands that demonstrate responsible

practices, such as using eco-friendly materials, promoting

ethical production, or supporting fair trade.

Fashion Trend Followers 3 . The youths and young

practicality and comfort over design as first priority

when it comes to fashion choices. They seek functional

clothing that fits their everyday needs and activities.

Market Research . Gadis Semasa KL

Criteria

Youths

Young Adults

Age

18 - 25

26 - 35

Status

Single / Married

Single / Married

Race

All Races in Malaysia

All Races in Malaysia

Gender

Female

Female

01. DEMOGRAPHICS

Occupation

Income

Student / Blue collar /

White collar

RM1K - RM3K

Blue collar / White collar

RM3K - RM 5K

02. PSYCHOGRAPHICS

03. BEHAVIORAL

State

W.P Kuala Lumpur &

Selangor/Melaka & Johor

W.P Kuala Lumpur &

Selangor/Perak & Penang

04. GEOGRAPHICS

Diagram 1

2

Target Consumers

Digital and Technology Literate. These consumers are

tech-savvy and digitally connected. They are comfortable

with online shopping, mobile apps, and using technology

to explore fashion trends, discover new brands, and

make purchasing decisions. Online platforms and digital

marketing strategies can effectively reach and engage

with these consumers.

03. Behavioral

These consumers have a specific interest in shopping

for clothes to wear during weddings and religious or

cultural-based ceremonies, such as Eid-Ul Fitr. They

prioritize finding outfits that align with the dress code

and traditions of these events.

04. Geographics

Gadis Semasa KL targets consumers primarily located

in urban areas, especially metropolitan regions where

the fashion scene thrives. These areas provide a diverse

and trend-conscious population, allowing the brand to

connect with its target audience more effectively.

CURRENT

MARKET

DATA


Shopping behavior is

a complex interplay of

motivations, perceptions,

attitudes, and decisionmaking

processes that

individuals engage in while

seeking, evaluating, and

purchasing products or

services 5 .

Next, they thrift for second-hand clothing. The

targeted young consumers have a penchant for thrifting

and seeking out used or second-hand clothes. They enjoy

the thrill of discovering hidden gems and unique pieces

at a more affordable price point.

Coffee Culture and Socializing. They love the experience of

hanging out for coffee and café-hopping with friends. They

appreciate the ambiance and social aspect of cafés as spaces

to relax, catch up with friends, and enjoy a cup of coffee.

When it comes to fashion, they may seek comfortable and

casual outfits that are suitable for café outings, reflecting a

laid-back and trendy style.

Image: MDPI

The regions identified are

characterized by a tropical

climate, which implies that the

target consumers likely seek

clothing suitable for warm and

humid weather conditions.

The target consumers for the Gadis Semasa KL are located

in several regions of Malaysia, including W.P Kuala Lumpur,

Selangor, Melaka, Johor, Perak, and Penang. These regions

are characterized by an urban environment and have specific

neighborhoods that are of interest for the brand.

05. MARKET SIZE

06. MARKET GROWTH RATES

07. IDENTIFICATION OF OPPORTUNITIES IN

3

AND NATIONAL MARKET


Current Market Data

By conducting primary research, Gadis

Semasa KL can directly engage with

their target audience, obtain first-hand

information, and tailor its strategies

accordingly.

We utilize primary research to gather current market data,

so Gadis Semasa KL can strengthen their relationships with

the audience, increase brand awareness and reputation, and

drive sales and revenue growth. This research approach

ensures that the brand’s strategies and tactics align with the

dynamic market landscape, enabling it to stay competitive

and achieve its objectives.

“Every survey should have a

clear objective to guide the

research process and ensure

the collected data is relevant

and meaningful.”

Babbie, E. R. (2016) 9 .

Objectives of

the survey

- To acquire further insights into consumers’ experiences,

preferences, and awareness regarding local fashion

brands.

- To identify disparities in branding, exposure, and

reputation between international and local fashion

brands.

- To analyze the perspectives of individuals in the

creative and non-creative industries on fashion and

trends.

- To determine whether social media exerts a greater

influence on audiences than traditional physical media

such as magazines and newspapers in the fashion

industry.

Create Survey Form and Received

Total 60 of Responses

We created a survey consisting of 23 questions to gather

information aligned with Gadis Semasa KL’s objectives.

The survey focused on two key aspects: demographics

and brand knowledge. The demographic questions

captured essential information about respondents, while

the brand knowledge questions explored awareness,

perception, and familiarity with the brand. From the 60

responses received, the data was processed and analyzed

to uncover valuable insights. This involved organizing

and structuring the responses, cleaning the data, and

transforming it for statistical analysis. By examining the

findings, patterns and trends were identified, leading

to conclusions that can inform decision-making, guide

marketing strategies, and contribute to the brand’s

growth and success.

Through the analysis of survey data from 60 participants,

we obtained insights into the target audience’s

demographics and brand knowledge. These insights

provide a foundation for informed decision-making

and the development of strategies to enhance brand

awareness, reputation, and drive sales and revenue

growth.

Chart 1: Survey Question 6

First Impression of Gadis Semasa KL

Survey conducted in May 2023 - Jun 2023

60 respondents

To enhance brand recognition among the intended audience.

Source: Marketing Report Gadis Semasa KL 2023 Survey 10

The brand is perceived as having a

distinct identity associated with a local

or community-based presence.

Local Independent: Majority of respondents,

accounting for 58.3%, perceive the brand as a “local

independent” entity. This suggests that Gadis Semasa KL

is perceived as having a distinct identity associated with

a local or community-based presence.

Authentic: Approximately 31.7% of respondents

associate the brand with authenticity. This implies that

the brand is perceived as genuine, trustworthy, and true

to its values and offerings.

Unique: About 30% of respondents perceive the

brand as “unique.” This suggests that the brand stands

out from competitors and is distinct in terms of its style,

offerings, or brand proposition.

Current Market Data

The majority of survey participants are

familiar with this brand through SOCIAL

MEDIA 11 .

The majority of respondents, accounting for 68.3%,

indicated that they first heard about the brand through

social media platforms. This suggests that social media

channels such as Instagram, Facebook, Twitter, or TikTok

play a significant role in brand discovery and awareness.

The brand’s presence and marketing efforts on these

platforms seem to have successfully caught the attention

of the target audience and generated interest in the

5 6

brand.


Current Market Data


Brand’s Personality Description


60 respondents

To enhance brand recognition among the intended audience.


Factors That Influence Purchase Decision


60 respondents

To assist the brand in identifying the optimal positioning.

Current Market Data

“High Quality Products & Services”

and “Affrodable Price”are what they

look for 17 .


identified “high-quality products & services” as the most

important aspect they look for in a brand. This indicates


that respondents prioritize brands that offer superior

quality in their products and services. They value

“Quality”identified as the most

important factor influencing their

craftsmanship, attention to detail, durability, and overall

excellence.

decision to purchase from a brand 15 .

31.7% of respondents indicated that an “affordable price”



Gadis Semasa KL as a Sophisticated,

Refined, Empowering and Inspirational 14 .


described the brand as “empowering and inspirational.”

This suggests that the brand resonates with the audience

by conveying a sense of empowerment, motivation, and

positive influence.


identified “quality” as the most important factor

influencing their decision to purchase from a brand. This

suggests that respondents prioritize the overall quality of

products or services when making buying decisions.

Approximately 27.4% of respondents indicated that

“price” plays a significant role in their purchasing

decisions. This suggests that a portion of respondents

considers affordability and cost-effectiveness as

important factors when evaluating brands.

is a crucial aspect they consider when evaluating a brand.

This suggests that respondents are price-sensitive and

seek brands that offer competitive pricing and good value

for their money.


Approximately 36.7% of respondents characterized the brand as

“sophisticated and refined.” This implies that the brand is seen

as elegant, polished, and embodying a sense of sophistication.

Image: Haus Von Eden

“Quality is not an act, it is a

habit of attention to detail.”

Tom Ford. (2017) 16 .

7 8

Current Market Data



Current Market Data

Brand Social Media Content Preference


60 respondents

To facilitate the brand’s discovery of the appropriate positioning.

They are not frequent buyers but

still have a level of interest and

engagement with the brand 20 .

Frequency of Engaging With A Brand


60 respondents

To assist the brand in identifying the optimal positioning.

The highest percentage of respondents (38.3%), indicated

that they purchase products from a brand a few times in

a year. This suggests that these respondents engage with

the brand periodically, making occasional purchases

based on their needs or preferences.

20% of respondents indicated that they rarely make

purchases from a brand. This suggests that these

respondents have minimal engagement or interest in the

40% of them engage with a brand ‘occasionally’

20% engaged with a brand ‘several times a week’

16.7% ‘rarely’ engage with a brand 21 .

brand’s offerings. They may not find the brand’s products

Majority of respondents, accounting

for 83.3%, identified “social media”

aligning with their needs, preferences, or budget

constraints.



as the most effective way to reach and

engage with the target audience 18 .

This indicates that respondents perceive social media

The majority of respondents, accounting for 60%,

platforms as powerful tools for brand communication

and interaction. Social media offers a wide reach,

enabling brands to connect with their target audience

on platforms like Facebook, Instagram, Twitter, and

LinkedIn. Through social media, brands can share

content, showcase products, run promotions, and engage

indicated that they enjoy seeing “products update and

promotion” content from a brand on social media.

This suggests that respondents are interested in staying

informed about the latest product releases, updates, and

promotional offers.

“Social media platforms like

Instagram have become the

new runways, providing a

space for fashion enthusiasts

to discover trends, share


in two-way communication with their audience.

The high preference for social media suggests that

respondents are active users of these platforms and are

likely to be receptive to brand messages and content

shared through these channels.

Based on the survey responses, the type of content that

respondents enjoy seeing from a brand on social media

Approximately 20% of respondents expressed a

preference for “entertaining content” from brands on

social media. This indicates that respondents enjoy

content that goes beyond promotional messages and

provides entertainment value.

style inspiration, and

engage with their favorite

brands and influencers. It

has democratized fashion,

allowing anyone to have a

voice and influence in the

industry.”

Eva Chen. (2020) 24 .

Image: Hello Fashion

can be elaborated as ‘Products Update and Promotion’

and ‘Entertaining Content’. (Chart Survey Question 16)

9 10


Current Market Data


Brand-related Challenges Encountered by Consumers


60 respondents

To gain insights into the target audience’s requirements and gather their feedback.


High Price: The survey revealed that 38.3% of

respondents identified high prices as a significant

challenge or pain point when considering a brand’s

product or service. This suggests that affordability plays

a crucial role in their purchasing decisions. High prices

can deter potential customers, making them hesitant to

make a purchase. Price-conscious consumers are likely to

compare prices across different brands and seek value for

their money.

Poor Quality Products: Approximately 23.3% of

respondents highlighted poor quality products as a

challenge or pain point. This indicates that customers

prioritize quality and expect products to meet their

expectations. Unsatisfactory quality can result in negative

experiences, decreased satisfaction, and a reluctance to

repurchase or recommend the brand. Customers seek

durable, reliable, and well-crafted products that provide

value and meet their needs.

Lack of Options: Another pain point identified by

23.3% of respondents is a lack of options. Customers

value choice and variety, as it allows them to find

individuality. Limited options may lead to dissatisfaction

and frustration, as customers may feel constrained

and unable to find suitable products within the brand’s

offerings.

The importance of mentioning pricing concerns,

maintaining product quality standards, and expanding

product options to cater to the diverse needs and

preferences of customers. By offering competitive

pricing, ensuring product quality, and providing a

wide range of options, the brand can enhance customer

satisfaction, build trust, and differentiate itself from

competitors.

To address these pain points, the brand can consider

strategies such as offering pricing promotions or

discounts, improving product quality through rigorous

quality control processes, and diversifying product

lines to provide a broader range of choices. By

addressing these challenges, the brand can improve its

competitiveness, attract more customers, and foster longterm

customer relationships.

Brand to engage with their customer

with Social Media Advertising 31 .

Social media platforms have billions of active users

worldwide, providing brands with a vast potential

audience to target and engage with. Advertising on

platforms like Facebook, Instagram, and TikTok allows

brands to reach a broad and diverse range of customers,

including their specific target demographics.

Social media platforms also offer advanced targeting

options, allowing brands to reach their ideal customers

based on various demographics, interests, behaviors,

and preferences. This targeted approach ensures that

marketing campaigns are delivered to the most relevant

audience, increasing the likelihood of engagement and

Current Market Data

For Young Consumers, it is not too

difficult for them to find the brand’s

product offerings 26 .

The brand can improve the ease of finding information

about their product offerings. This can be achieved

by implementing strategies such as optimizing the

brand’s website with clear and comprehensive product

descriptions, providing user-friendly navigation and

search functionalities, enhancing the visibility of key

product information, and ensuring the availability of

up-to-date and accurate information across various

communication channels.

The young generation is technology-savvy, constantly

connected, and expects instant access to information and

services 27 . The digital native generation is characterized

by their ability to seamlessly navigate and adopt new

technologies, making them the driving force behind

digital innovation 28 . So, for today’s young generation,

technology is not just a tool but an integral part of their

identity and lifestyle 29 .

Product or Service Reviews and

Promotional or Discounts are the most

valuable of a brand 30 .

The brand can focus on providing genuine product/

service reviews and sharing promotional/discount

information, brands can cater to the preferences and

needs of their target audience. This can be achieved

through various channels such as social media posts,

email newsletters, blog articles, or dedicated review

sections on their website.

By delivering valuable content that meets the needs

of their audience, brands can enhance customer

satisfaction, build stronger relationships, and ultimately

drive conversions and sales. It is important for brands

to listen to their customers’ preferences and tailor their

content strategies accordingly to provide the most

relevant and valuable information that resonates with

products that align with their preferences, styles, and

their target audience.

11 12

conversions.

Matt Cardy | Getty Images News | Getty Images

“Marketing campaigns are

crucial for fashion brands

as they help create brand

awareness, shape brand

perception, and drive

consumer engagement. They

serve as a powerful tool to

communicate the brand’s

unique value proposition and

create a distinctive identity

in the competitive fashion

industry.”

Fashion United 32 .


Current Market Data


Brand Actions to Improve Customer Experience


60 respondents

To gain insights into the target audience’s requirements and gather their feedback.


improving customer service interactions, and expanding

product offerings. Understanding and meeting the

expectations of customers and followers contribute to

increased satisfaction, loyalty, and ultimately, business

growth. In the fashion industry, customer experience is

everything. Brands that prioritize delivering exceptional

experiences at every touchpoint are the ones that thrive

in today’s competitive landscape 34 . A positive customer

experience is the ultimate differentiator in the fashion

industry. It’s not just about the product anymore; it’s

about creating memorable moments and emotional

connections with your customers 35 . Customer experience

is the cornerstone of brand loyalty in fashion. When

customers have a positive experience with a brand, they

become advocates, spreading the word and driving repeat

purchases 36 .

Current Market Data

ISSUES

- Most brands offer limited discounts and promotions,

as reported by respondents.

- Respondents faced challenges accessing information

about brand product offerings.

- There is a pricing disparity among brands with limited

product diversity and low-quality offerings.

- Inconsistent social media updates and a lack of

proactive marketing hinder the brand’s ability to retain

or attract customers effectively.

- The brand’s campaign marketing lacks representation

and inclusiveness, limiting diverse women from feeling

represented and confident in their products.


Offer more discounts or promotions

Approximately 48.3% of respondents emphasized the

The majority of respondents (68.3%) expressed that

importance of improving the quality of customer service.

offering more discounts or promotions would enhance

Customer service plays a vital role in shaping the overall

their experience as a customer or follower. Discounts

experience and perception of a brand. Brands should

and promotions provide incentives for customers to

strive to provide prompt, personalized, and helpful

make purchases, increasing their perceived value and

assistance to customers, whether it is through online

fostering loyalty. By offering regular discounts, exclusive chat support, email correspondence, or social media

promotions, or loyalty rewards, brands can create a sense interactions. By delivering exceptional customer service,

of excitement and reward among customers, encouraging brands can build trust, loyalty, and positive word-ofmouth

recommendations.

repeat purchases and engagement.

Create more engaging or interesting content

Offer more product options

on social media

A notable percentage of respondents (31.7%) expressed

A significant percentage of respondents (53.3%)

the desire for brands to offer more product options.

indicated that they would like brands to create more

This suggests that customers value variety and choice

engaging or interesting content on social media. This

when it comes to selecting products. Brands can

highlights the importance of captivating and relevant

consider expanding their product lines, introducing new

content that resonates with the target audience. Brands

collections or styles, and catering to diverse preferences

can achieve this by leveraging storytelling, behind-thescenes

footage, influencer collaborations, interactive

customer experience by allowing them to find products

and needs. Offering a wide range of options enhances the

campaigns, and other creative strategies. Engaging

that align with their individual tastes and preferences.

content not only grabs attention but also encourages

interaction, sharing, and a sense of community among

Brands can enhance the overall customer experience and

followers.

foster stronger relationships with their audience. This

may involve implementing strategies such as providing

“Customer experience is the

new marketing.”

Steve Cannon, Former CEO,

Mercedes-Benz USA 37 .

- The majority of participants prioritize a brand’s

quality offerings and competitive pricing when making

their selection.

Improve the quality of customer service

attractive discounts, creating engaging content,

13 14

FINDINGS

- When making purchasing decisions, most respondents

prioritize quality rather than price.

- Brands can effectively reach and engage their target

audience through popular social media platforms like

Instagram and TikTok.

- By combining promotional and entertaining content,

brands can attract a broader spectrum of customers.

Image: McKinsey & Company



Interview 1: Exploring Perceptions and Preferences of

Fashion-Conscious Individuals Towards Local Fashion

Interviewer 1

“Local fashion brands embody

the essence of cultural identity,

creativity, and community. They

celebrate craftsmanship and

promote sustainable practices,

making them an integral part of the

fashion landscape.”

Shilpa Ahuja, Fashion Blogger 38

Jane Fong, 21

Founder, Monster Bunny (E-commerce jewellery and accessories brand)

Jane Fong, an ambitious and

dedicated individual currently

pursuing a degree in Business

Administration at SEGi University.

With an entrepreneurial spirit and

a passion for the fashion industry,

Jane has successfully established and

operated her own online fashion

website for the past three years,

specializing in the sale of exquisite

jewelry and accessories.

What are your preferences

and the factors that influence

your decision when it comes to

purchasing products from a local

fashion brand?

Quality and Brand Reputation

In your opinion, what sets local

fashion brands apart from

international brands in terms

of branding, exposure, and

reputation?

Building respect and presence

is crucial for a fashion brand to

establish customer trust and loyalty.

Respect is earned through consistent

quality and ethical practices, while

a strong presence helps build

relationships with customers and

create a sense of community around

the brand. Customer trust and

loyalty are essential for a brand to

succeed.

How do you perceive local fashion

brands that incorporate traditional

and contemporary styles in their

designs, and how do you think

they go against international

fashion brands that prioritize

modern fashion trends?

I find local fashion brands that

blend traditional and contemporary

styles unique and interesting. They

showcase cultural identity and

heritage, which international brand

Local brands often have a strong

connection to their community and

culture, which is reflected in their

designs and branding. This can make

them more relatable and appealing to

consumers who share similar values

and experiences.

Do you believe that building

a certain level of respect and

presence is essential for a fashion

brand to establish customer trust

In what ways do you believe local

fashion brands can enhance their

visibility within the market and

expand their audience reach?

Local fashion brands can enhance

their visibility by leveraging social

media platforms and partnering with

influencers or celebrities to expand

their audience reach.

To what extent does a fashion

brand’s social media presence

Current Market Data

Current Market Data

with the brand?

uniqueness, creativity, and self-

influence your decision to support

A fashion brand’s social media

expression. The emphasis on

presence has a significant impact individuality and experimentation

on my decision to engage with the with layering and styling

brand. I’m more likely to follow and creates a sense of freedom and

purchase from brands that have a empowerment. The focus on quality

strong and consistent social media and timelessness adds a touch of

presence.

sophistication and elegance.

What challenges do you think

Gadis Semasa is known for its

small local fashion brands face maximalist style in its product

in competing with larger local or design. How do you think they are

international fashion brands?

able to widen their target market

They compete with larger local or while maintaining its current

international fashion brands in terms style?

of financial resources, production Incorporating more versatile pieces

scale, and marketing reach. It can be that can be styled in different ways,

difficult for small brands to achieve making them accessible to a wider

the same level of exposure and brand audience while still staying true to

recognition as larger competitors. their brand identity.

The unique selling point of this How important is a brand’s image

brand is its Pario skirt which is to you when deciding to purchase

also known to be a part of its

its products, and would you be

brand image. How do you think influenced to buy a product from

this product can do well in the a brand with a strong social media

market with the current fashion presence, even if its brand image

trends?

does not align with your personal

Pario Skirt’s unique selling point values or tastes?

can do well in the market with

A brand’s image is crucial in my

the current fashion trends by

decision-making process when

leveraging its distinctiveness. It can purchasing its products. However, a

be marketed as a versatile piece that strong social media presence alone

can be styled in various ways and would not be enough to persuade me

suits different body types, which

to buy from a brand that does not

can appeal to a broader range of

align with my values or tastes.

consumers.

How does this brand compare

What kind of emotions or feelings to other similar brands in the

does the brand evoke in you when market? What sets it apart and

you see its products or marketing makes it unique, and how do its

materials?

brand positioning, marketing

or choose another brand?

Compared to other similar brands,

this brand stands out with its

focus on sustainability and ethical

production.

In what ways do you think the

brand’s content strategy on social

media could better engage its

target audience, and what specific

types of content would be most

effective in achieving this?

The brand could better engage

its audience by creating more

interactive and relatable content,

such as behind-the-scenes footage

and collaborations with influencers.

This interview has been edited and condensed.

cannot.

and loyalty? If so, why?

influence your decision to engage

The brand evokes feelings of

strategy and product offerings

15 16



Current Market Data



Interviewer 2

Lydiawati Hussin, 37

Compliance Analyst, Local Bank

Lydia is a compliance analyst in

a local bank. A fashion concious

who always stay in touch with latest

trends. In her eyes, fashion serves as

a powerful means of self-expression,

capable of instilling a profound sense

of empowerment in individuals.

Lydia firmly believes that the

clothes one chooses to wear hold

the potential to inspire confidence,

exude personal style, and make a

lasting impact on both the wearer

and those around them. She always

believe in self-expression through

fashion and clothes can make ones

feel powerful.








evergreen, you can’t go wrong

with traditional fashion. To make

it relevant in today’s time or era,

i think its good to have a bit of

element of songket into the current

fashion. Apart from traditional

elements, it gives us identity. For

example, we have batik. Nusantara

has alot of batik. Batik is interesting,

in a modern world to a modern

wear. Especially in foreign countries,

they don’t have these kind of

elements and its quite new to them.

Nowadays, people are bold enough

to try new things, especially with

the exposure and the informations

are accessible. Its at the right of your

fingertips.





fashion brand?

quality, appealing and I guess pretty

maybe? And one thing I look at is

the practicality, other than that it

should be easy to access and if the

brand provides a lot of varieties in

their products.





reputation?

For international brands, they have

a bigger market. Having a bigger

market means you have to invest

more.






Absolutely, because we have to have

a certain respect. I believe that the

to gain customer’s trust. Aside to

that, the customer’s are the tool that

makes you (your brand) operate.

I’m not saying that customer’s are

always right, but there are certain

level of respect you have to put on

the customers. We as a customer also

have to put a mutual respect to the

brands as well.





One thing I can think of, to make

it easy accessible not just within

local, but towards international

also. Other than that, for example in

terms of product presentation. These

products is not only worn by certain

races, for example, baju kebaya. It

is so synonym to malay culture, but

other races would look at it and will

think, why not they (other races)

wear it also? Automatically it gained

interest to other cultures. You can

also put foreigners and they will

think they’ll look good also. Not to

just scrutinize under one specific

race, other than that I’ll always

believe in diversity also.




with the brand?

Nowadays, social media is king. It

is the main platform for people to

reach the brand, especially nowadays

social media has a comment section.

Normally I will vet through the

comment section and read up on

important for the brand to pay

attention to social media so it can

reach their target audience. Not

just local but to international’s level

also. Because the comment section

will be the later part, but in terms of

marketing, in terms of their layout,

how they present their brand, and

how they present their product.

That’s very important, that’s the first

point of contact within the brand

and the potential customer.


small local fashion brands face

in competing with larger local or


I think, the challenge would be to

make it known to the public. Public

awareness of the brand? Brand image

and to get the public awareness on

the brand lah. I know there’s a lot of

brand in the market, the big brands

people would already know. They

need to be pro-active to reach out

to their customers. They can’t just

sit and wait for people to come to

their brand. They have to invest a

bit on their social media ads. I think

its quite annoying, but when people

starts to feel that. You know that the

ads are working.

The unique selling point of this

brand is its Pario skirt which

is also known to be a part of its

brand image. How do you think

this product can do well in the

market with the current fashion

Current Market Data

promoted as a versatile skirt, and

To me, traditional is timeless. It is First and foremost, it has to be good brand have to have a good image,

people’s input. Nowadays I think, its versatile. But I think, it has to be where from their marketing posts,

17 18

trends?

In terms of the description, its well

written and explainable that it is

not just as a pario that you can pair

with baju kurung. Perhaps, you

could collaborate with influencers

and wear it at the beach. Or wear it

for travelling? To me, it would do

well in the market because pario

is quite versatile. You can wear it

with a shirt, or sleeveless. To make

it modest, you can wear it with

baju kurung. People just didn’t get

the idea to wear it other than as a

modest wear. I see it as a good move

when she wore it as layers, with a

long top. It would give an idea aside.

What kind of emotions or feelings

does the brand evoke in you when

you see its products or marketing

materials?

In terms of their marketing

materials, it’s fun. Because the

moment you showed me their

website, the first thing that popped

into my mind is that it would attract

younger generations, but to me

because I’m almost 40. To attract

wider age spectrum, also I can think

of mother’s day. Have a collaboration

post of styling between mother and

daughter, concentrate into younger

generations. I mean moms could also

wear it, it looks cute too, why not? It

could have different types of target.


maximalist style in its product

design. How do you think they are


while maintaining its current

style?

I think we have discussed this earlier



Current Market Data

to have different types of focus

market. And I think I also

mentioned, apart from age, they

can widen their market group. Not

to just focus on Gen Z’s Malay who

wears it only. Another one, because

sometimes they are people who has

tan skins. They are quite afraid to

wear striking colors, but then if you

can show that they actually would

look good in hot pink. They would

automatically think that the colors

will look good on them. Its how they

market the products.

How important is a brand’s image

to you when deciding to purchase


influenced to buy a product from

a brand with a strong social media

presence, even if its brand image


values or tastes?

Social media presence is important,

it shows that the marketing team

works hard on that. But then image

also is important, lets say if the

image does not jive. If the brand

itself does not portray a good image,

to reach the confidence from the

customer’s side. Sometimes when we

look at certain brands or products,

the product is good but perhaps

the brand or maybe the founder

have a lot of controversies. If the

brand have its own followers then it

should be okay but the ones who has

surface level of understanding, they

would think oh why would I support

this brand that has controversies?

But to me, if I am avid follower of

the product, and I know how their

ia good quality, I would still go for

the brand.


to other similar brands in the

market? What sets it apart and

makes it unique, and how do its





Because nowadays, first thing first

it has to catch my eyes, that would

set me apart from the other brands.

It has to be catchy and easy to deal

with, and easy to pay. If its a bit

tedious like sometimes you wanna

purchase but then the payment

gateway is a hassle for me. Other

than that, promotions or from time

to time sales. First time purchase

you can get 10% off, put in your

email address you’ll be eligible for it.

That would influence the decision to

purchase the brand. Buying online is

a gamble, we don’t know the quality

is good unless we received it. But

then, it has to be catchy.







As I said, one example I can think

of is doing advertisements (on

social media), collaborations with

celebrities or social influencers.

Other than that, to market it in a

wide or different type of market

group. Like I said, sometimes you

people could also wear their

products. Other than that,

promotions. Maybe from time to

time you have sales, for example,

“click here to redeem your vouchers”.

Yeah like that. Online because

everyday we’re on it (internet, social

media), but offline people could see

it or try it wether the products are

good. The marketing team has to be

efficient in setting up their booths,

we have a lot events or markets

where you can join in Klang Valley.

So it does helps also.




June Lau, 35

Postgraduate Student, Advertising

Chung-Ang University, South Korea

Current Market Data

service are top notch and provides have to show that a certain type of

something different and I would

as hanbok, I don’t think they go

then that’s what sets apart from

19 20

Interviewer 3

June currently is a postgraduate

student majoring in Advertising

at Chung-Ang University, South

Korea. Her personal style are usually

simple and feminine, also preferred

neutral colours such as black, white

and beige more than bright and bold

colours. She loves traveling and are

into Korean culture and tradition, as

well as Korean fashion trends.

What are your preferences and

the factors that influence your

decision when it comes to


fashion brand?

Well, it has to be nice, if it matches

my style I don’t mind purchasing

local brands because I do like to

support local brands if they have

reasonable prices and the style suits

me. Also, good quality and maybe a

little niche, not like the mainstream

brands like H&M or ZARA, if it is

wear then I will buy, but most

important is the quality, price,

then design. They cannot be too

expensive.



and contemporary

styles in their designs, and how

do you think they go against

international fashion brands that

prioritize modern fashion trends?

I think it is nice if they combine

the traditional and contemporary

because these days we don’t really

wear traditional clothes, so it’s nice

to have a hint of traditional point

as it feels unique, I will probably

buy it but then I don’t think I will

wear it often. Also, it depends on

how you define international brands

because if you say a Korean brand,

sometimes Korean outfits also have a

hint of their traditional outfits such

“Supporting local fashion brands

means investing in the talent and

creativity of our own communities.

It is about embracing individuality

and celebrating diversity, while

contributing to the growth of local

economies.”

Anna Wintour,

Editor-in-Chief, Vogue 40 .

against them, but if you talk about

international brands, sometimes

they have those weird designs, very

sexy or weird prints so I don’t think

it really goes against, I feel it’s just

another kind of fashion.





reputation?

Definitely, branding is small as not

many people know local fashion

brands, I think if they are in-house

designs and not imported from

China and I think its good. For

example, Kittie Yiyi, she makes her

own clothes and I think she has a

good reputation, it’s very creative

and people will wear them and be

interested in her fashion. If there’s

a unique thing, quality, and design

that is nice and really local made



Current Market Data

international brands, the uniqueness

and the niche, the creativeness.






I don’t think respect or presence can

build customer trust and loyalty,

I feel like in the end it all comes

to the product, the clothing, do

people like it or not, did the brand

deliver what the customer wants

and expectations, that will build the

trust and loyalty. If you say presence

and respect maybe not so. People

might know the brand and respect

the brand but if they don’t know the

brand you can’t build loyalty.





Well, Instagram, influencers, TikTok.

Unless they have a huge marketing

budget they can do advertising, but I

feel like most local brands start from

Instagram, then influencers, slowly

grow bigger and bigger and when

they grow big enough through social

media then they can have physical

stores and that could also increase

their exposure and enhance their

visibility.



influence your decision to

engage with the brand?

If the brand has interesting content

wearing it, people talking about it

and I would probably engage with

the content and buy their products.


small local fashion brands face in

competing with larger local or


They have lesser resources to

produce a lot of clothing, with the

demand of the market. They are

small and people rarely know, and

when people go to shopping malls

they don’t see the brand. So yeah,

lesser exposure lesser presence, I

think that’s the challenge.


brand is its Pario skirt which

is also known to be a part of its




trends?

I think for the Malay market

they will really like it, recently I

saw fashion valet they also sell

pario skirts, I think it’s their Raya

collection this year, people will buy

but I don’t think it’s unique anymore

because I saw other people sell it. I

think it will do well, people will buy

it because it’s the trend now.




materials?

It gives carefree, happiness, light and

pastel. I feel a sense of lighthearted,

the products and Instagram also give

Current Market Data



design. How do you think they

are able to widen their target

market while maintaining its

current style?

I don’t really feel that it’s actually

maximalist but if it’s the batik then

it’s quite maximalist. They could

maintain their products by teaching

people how to style them so that it

doesn’t look too much. For example,

the batik blazer can be a unique

piece then the rest of the top or

pants be minimalist. Their pieces

should be the highlight of the outfit,

they can go towards that direction.






presence, even if its the brand

image does not align with your

personal values or tastes?

Rather than value, if the brand’s

image is punk rock kind of outfit

I wouldn’t buy because it doesn’t

fit my taste, but for this Gadis

Semasa brand image it feels happy,

young and simple, I don’t think it’s

overboard as it’s simple and cute, and

yeah I would buy. If the brand does

not align with my taste then I won’t

buy, it because it’s not something I

would wear.




Interviewer 4

Camilia Seow, 35

Supervised Clinical Hypnotherapist

Camilia Seow, a multi-talented

woman who excels in various

domains. As a Supervised Clinical

Hypnotherapist, Camilia utilizes

her expertise to guide individuals

towards positive change and

personal transformation. Alongside

her therapeutic work, she is a

dynamic entrepreneur and a gifted

songwriter, showcasing her creative

abilities in different spheres.

Not only does Camilia possess a

keen business acumen, allowing her

to adeptly navigate the intricacies

of brand management, but she also

values the significance of personal

presentation. Her acute sensitivity

to fashion trends is evident in her

impeccable sense of style, reflecting

her appreciation for aesthetics and

the importance of self-expression.







Local fashion brands that blend

traditional and contemporary

styles as a reflection of the cultural

identity and heritage of their region.

I appreciate the uniqueness and

creativity of these brands, and

the way they combine traditional

elements with modern designs to

create something new and exciting.





Current Market Data

on social media, I see a lot of people out that kind of feeling.

brands that incorporate traditional personal connection with their

expand their audience reach by

21 22

reputation?

I believe that local fashion brands

can differentiate themselves from

international brands by embracing

their cultural identity, creating a

customers, and using digital

platforms to expand their reach.






Customer trust and loyalty are

crucial for any brand to succeed,

and they are built by delivering

on promises and providing

excellent customer service. As a

hypnotherapist, I know that building

respect and presence is essential for a

fashion brand to establish customer

trust and loyalty and ultimately

succeed in the industry.





They can enhance their visibility and


Current Market Data

focusing on their unique cultural

identity and incorporating it into


brand is its Pario skirt which is




Current Market Data

their marketing strategies.

Build customer trust and loyalty,

I feel like in the end it all comes








Interviewer 5

to the product, the clothing, do



people like it or not, did the brand

trends?


“Local fashion brands have the

deliver what the customer wants

Pario Skirt’s success in the market

values or tastes?

power to tell unique stories through

and expectations, that will build the

with the current fashion trends

It ultimately depends on the

their designs. They capture the

trust and loyalty. If you say presence

depends on several factors. It’s

individual’s personal values and

spirit of a place and its people,

and respect maybe not so. People

crucial to understand the target

beliefs. While a strong social

offering a fresh perspective and a

might know the brand and respect

market’s preferences and trends and

media presence can increase brand

connection to local traditions.”

the brand but if they don’t know the

brand you can’t build loyalty.

ensure that the product aligns with

those trends.

visibility, it may not be enough to

sway someone if the brand’s image

Vanessa Friedman, Fashion Editor. 39





does not align with their values.


Marie Lee, 23

Waitress




with the brand?

materials?


She is an undergraduate student


better experiences and they can


A fashion brand’s social media

presence can influence my decision

to engage with the brand to some

extent. But, I tend to prioritize other

factors such as quality, ethical and

sustainable practices, and cultural

The brand’s emphasis on selfexpression

and experimentation,

combined with a focus on quality

and timelessness, evokes a sense

of sophistication, creativity,

and empowerment. The idea of






I would assess its relevance and

majoring in Human Resource

Management at Multimedia

University. She rarely follows the

latest fashion trends as she would

rather style outfits that make her feel

comfortable.


reputation?

Branding I think local brands

have more power and preference.

For exposure, even if they are not

exposed globally but they tend to

increase and retain more customers

and attract more customers.





identity over their social media

redefining peculiarity as an everyday

effectiveness in meeting my needs

have more loyal local customers


presence. Social media can help

individual encourages clients to

and preferences compared to other


and because they are small scale

I feel like maybe they should know

create awareness and exposure,

embrace their individuality and

similar brands in the market.


somehow they could control the

who are their targeted market and

but it’s not the only factor that

express themselves through fashion.



quality and quantity instead of mass-

expand their audience maybe carry

determines my decision to engage


producing it. Reputation I guess

out promotions and attract more

with a fashion brand.


relies more on reviews.

people.










It makes the design stands out





more, and it’s from their creativity.





It’s not only the designs that are



They face challenges in competing

style?

trending but they are combined


Through social media it helps to

with larger local or international

Gadis Semasa’s maximalist style

with a traditional, cultural element

I think it is essential as it will help

trust the brand more seeing how

fashion brands due to limited

could appeal to those who seek

and that’s what goes against the

to build long-term and stronger

they progress and build their brand

resources, a smaller production

to express their bold and unique

international brands.

relationships with the customer

and look organized, it also helps

scale, and less exposure.

personality through fashion. But, it

because mutual respect and listening

to keep up with fashion trends and

may not appeal to those who prefer a


to customers’ feedback and making

sales.

23

more classic or minimalistic style.


them feel heard, also helps to deliver

24

Current Market Data



even though they are doing well are

just that people don’t know about


Current Market Data



I would say the number of employees

them but the quality is good. I

think the brand image is not really

important to me when deciding to


Interviewer 6

because local fashion brands the

purchase a product, and I would be

company tend to be small-scale

influenced by a strong social media

and have lesser employees and

presence, especially on Instagram

equipment.

when they promote local stuff even

though it doesn’t suit my taste but


there’s something it will attract


me. Also, having to see how they


promote it will also influence a lot.




trends?




Farah Allisya Sharom, 25

Human Resource

Petronas

I think they can go through feedback


from customers who purchase their


Farah Allisya is a business graduate

meaning behind our cultural clothes.

terms of approaching locals. I also


skirts and take their advice to be

better in the market.







Mainly I think the colours and the

vibe they give off, it’s like how Gadis

Semasa has the traditional and

from University of Malaya. Her

job includes assisting clients on

modelling & posing techniques. She

hopes someday to be able to perform

a magazine or fashion photoshoot

with a model.

For example, the baju melayu, the

5 buttons has a meaning behind it.

Instead of just promoting our textile,

the design, we could also promote

the meaning behind it.

believe in hiring a spokesperson to

maintain their brand image and also

keep on promoting, for example,

Mira Filzah is promoting Downy

and Coway. So she is marking an

image to those brands so that people



contemporary style.


would remember her as the brand





ambassador.

style?



Nowadays they have this




collaboration thing with other


reputation?


brands or artists, it could also attract


I believe local fashion brands


more people.


understand more about our diverse



culture, and most importantly our



I think our local fashion brands can

size. Because Western sizes are

Yes and no, because I believe


go further, at an international level

way different than ours, sometime

that they are still some ethical


but we need a good spokesperson to

their size M is our size XL here.

customers out there that would


promote them. Regardless of how

So local brands could understand

support unproblematic brands. No,


good our fashion is, especially I

more in that terms. Local brands

in terms of.. Most probably due to


love our baju kebaya, we really need

should work more on the marketing,

their prices. Because recently, Bulan


a spokesperson to promote that

they can’t expect loyal customers

Bintang and other famous local

values or tastes?

culture to the world. I believe that

because customers will eventually

brands that sells Baju Melayu, they

Personally, I think the brand image

nowadays people are more diverse,

find other alternatives, so they

had a lot of bad issues and a bad

is not that necessary, certain brands

25

I think if we could promote the

need to upgrade their marketing in

reputation. But however, people still

26

Current Market Data

buy their products because of their

price.

keep up with the trends.

materials?

I see that they’re promoting


Current Market Data






confidence and diversity, which I

like and also brand these days are

promoting. And also it feels like a


Interviewer 7



Because nowadays everything is

online, so they need to believe in

online instead of offline. Offline

works only because your online

presence is strong. For example,

Qalaqisya (fashion brand), their

online presence is strong and




trends?

I think this skirt can do well because

a lot of girls loves these kind of skirt

because it could match with Baju

Kebaya. But the color is too bright

for me, but a lot of brands these days

safe place because they promote all

kinds of styles. So whichever you are,

you look beautiful in all of them.






“Local fashion brands play a vital

role in preserving cultural heritage

and promoting sustainability. By

promoting traditional craftsmanship

and using locally sourced materials,

they create a positive impact on

both the fashion industry and the

environment.”

people would always line-up (to

purchase products) at their pop-up

stores, even their stores at shopping

they love to promote women wearing

these shocking colors. I think they

could also promote on how to style



values or tastes?

On Jia Wen, 25

Graphic Design

Keith Kee Couture

Fern Mallis, Fashion Industry 41 .

mall because of their instagram

these kind of products. I’m more to

As a medium-income size, I don’t

promotions.

pastel colors users, and I think cause

mind the brand image. But I do

She likes to listen to Korean music,

Local fashion brands often have a







Recently, I bought a make-up

of I like Baju Kebaya style. I would

love to wear it.




mind of their social media presence.

Because I need to see more of this

online, instead of their physical or

pop-up stores. But if the brand does

not align with my personal values,

I wouldn’t mind but it depends on

her dressing style is mostly Korean

girl group style, and she often wears

minimalist clothes.She also often

pays attention to luxury brands and

buys some luxury brand products.

more personal touch and connection

to the community.







If a brand active social media

presence, it can make me more

interested in learning about their


brush because of an influencer that


the situation. Mostly, I would buy



products.

promoted the brush. She promoted


according to my needs. Like if i need



the brush, how to use the brush and

style?

a skirt, I would open Gadis Semasa


Yes, I believe that building a certain


the benefits of it. And that attracted

Ok from their Instagram, I can

(website) and find the right color


level of respect and presence is


me to buy the brand, so I guess I am

see that there are minimalist and

and if its okay, I would immediately


essential for a fashion brand to


easily influenced.

maximalist designs (at the same

buy.


establish customer trust and loyalty.


time). So it’s the best of both worlds,



Customers want to feel confident

Limited resources for marketing and


I think they are able to widen their

I think it’s great when local fashion

that they are purchasing high-quality

production.


target market. It’s just they need to

brands incorporate traditional and

products from a reputable brand


balance the marketing, you promote

contemporary styles in their designs



the maximalist and the minimalist in

because it makes the products



I think its their investment because

the right way while maintaining the

unique and interesting.



people would like to invest into

current style. They can be known as



bigger and popular brands. And

maximalists for their brand image.




most importantly networking, so


They can participate in local fashion


the challenges are mostly on their



events and collaborate with other

trends?

finances. For product designs, these



local businesses to increase their

I think the Pario skirt could do well

small local fashion brands needs to

27


reputation?

exposure.

in the market as it seems to offer a

28

unique and colorful alternative to

more traditional skirts



Current Market Data


Current Market Data



Their design for the top is abit old

but their skirts looking very nice in

the colour and design. But the brand


Interviewer 8


is targeting malay girls customer,


most of the product were design as a


malay dress. But others brand have

style?

different kind of type clothes can

Gadis Semasa could consider

choose and suitable for all races.

offering some simpler or more

subdued pieces in addition to their


bold and colorful designs









Stanie Leong, 25

Loan Consutant

Hong Leong Bank

materials?

Can focus on the selling point of the

The bright colors and patterns make

product

She likes to draw all kinds of


by the public , suitable for everyone

me feel like the brand is not afraid

to be different and have fun with

fashion




wedding dresses and dress designs.

She also follows many bloggers and

designers. Her usual outfit is casual

style.


fashion brand?

The price and the quality




and meet the needs of the population









The photo of the product, and also



reputation?

have videos introducing the product



Maybe is the quality and publicity.

as well.



.





values or tastes?




The quality and style of the product

I’m very impressive that nowadays



itself is more important for me. I

malaysia fashion brand can mix



may be influenced to try a product

traditional and contemporary style


Propaganda.

from a brand with a strong social

together as a new fashion leads. I

Yes. Because customer feeling is

media presence.

think they are going the right target

the most important thing in every


to go against the international,

industry, of course fashion as well.



since we need to let our Malaysian



tradisional live on .













trends?


29


Make sure that the product is loved

I think the Pario skirt could do well

30

Current Market Data

and have a great design at the part

pf the waist. Will let the person who

wears it looks more skinny and have

a great shape of body. And it also fit




Their design for the top is abit old

FINDINGS

Insights from Interviews on Local Fashion Brands

Based on our interviews with 8 individuals regarding Gadis Semasa KL

Current Market Data

with formal looks too. Can wear it to

but their skirts looking very nice in

work or go shopping also.




materials?

I feel a bit confuse when i look at

their instagram page because the

photoshooting is quite normal and

the arrangement of the photo is a bit

the colour and design. But the brand

is targeting malay girls customer,

most of the product were design as a

malay dress. But others brand have

different kind of type clothes can

choose and suitable for all races.




• Quality, pricing, and uniqueness are their main preferences in making a decision on

buying local fashion products

• Having a mixture of traditional and contemporary styles could remain cultural and

traditional, and also stands out better compared to international brands

• Cancel culture is less likely to happen in Malaysia if you are an avid follower as it

lacks open discussion and would only be temporary

• Cancel culture could be toxic and harmful to brands if its a misunderstanding and

affect the buying decision

• Building a level of respect and presence is essential to establish trust and loyalty as it

can deliver better experiences

messy.






Can focus on the selling point of the

ISSUES





style?

Can produce some plus size product.






product


Challenges and Recommendations for Local Fashion Brands

Based on our interviews with 8 individuals regarding Gadis Semasa KL

• The majority are not familiar with the brand

• The colours and visual aspects on Instagram are appealing and the website is simple and easy to navigate

• Gadis Semasa’s pario skirt will do well in the market as it suits different body types, offers trendy colours, and is

suitable to wear as a versatile piece.

• The brand gives off a positive image such as uniqueness, carefree, empowerment, and happiness

• Most of them will still support Gadis Semasa even if it does not go against their morals and values when the brand is

controversial.




values or tastes?

Very important. But i wont buy

things that not suitable for my value

and tastes even their image product

is good.






31

32

Current Market Data

Current Market Data

The Credibility of These Information to The Research

How this information would help us in our research

- To have a better direction on how to improve Gadis Semasa’s marketing content and strategy

- To be able to tap into a larger target market and age group

- To enhance the brand identity of Gadis Semasa in the Malaysian market and its potential impact

June Lau, 35

Postgraduate Student, Advertising

Chung-Ang University, South Korea

Her personal style are usually simple and feminine, also

Lydiawati Hussin, 37

Compliance Analyst

Local Bank

Lydia is a compliance analyst in a local bank. A fashion

- To understand Malaysians’ preferences and buying decisions on local fashion brand

preferred neutral colours such as black, white and beige

more than bright and bold colours. She loves traveling

concious who always stay in touch with latest trends.

She always believe in self-expression through fashion

- To enable us in finding solutions to improve Gadis Semasa’s overall brand

and are into Korean culture and tradition, as well as

Korean fashion trends.

and clothes can make ones feel powerful.

“Local fashion brands have the power to tell

unique stories through their designs. They capture

the spirit of a place and its people, offering a fresh


perspective and a connection to local traditions.”

Vanessa Friedman, Fashion Editor. 39

Unveiling Perspectives with 8 Fashion-Conscious Individuals

on Local Brands Brands.

Maria Lee, 23

Waitress

Baboon House, Melaka

She is an undergraduate student majoring in Human

Resource Management at Multimedia University. She

rarely follows the latest fashion trends as she would

rather style outfits that make her feel comfortable.

Farah Allisya Sahrom, 25

Human Resource

Petronas

Farah Allisya is a business graduate from University of

Malaya. Her job includes assisting clients on modelling

& posing techniques. She hopes someday to be able

to perform a magazine or fashion photoshoot with a


Our research data was enriched through a focus group interview involving 8 individuals, where we diligently collected their personal opinions and valuable insights.

model.

Camilia Seow, 35

Supervised Clinical Hypnotherapist

WestWood Clinic

Jane Fong, 21

Founder of Monster Bunny

E-commerce Jewellery

On Jia Wen, 25

Graphic Design

Keith Kee Couture

Stanie Leong, 22

Loan Consultant

HongLeong Bank

A Supervised Clinical Hypnotherapist and

entrepreneur. With a keen eye for fashion trends,

she effortlessly maintains a stylish appearance while

excelling in her profession.

Who has successfully managed her own online fashion

website for three years. Specializing in jewelry and

accessories, Jane’s impeccable sense of style allows her

to stay on top of the latest fashion trends.

She likes to listen to Korean music, her dressing style

is mostly Korean girl group style, and she often wears

minimalist clothes.She also often pays attention to

luxury brands and buys some luxury brand products.

She likes to draw all kinds of wedding dresses and dress

designs. She also follows many bloggers and designers.

Her usual outfit is casual style.

33

34

Current Market Data

05. Market Size

The Malaysian Women’s Wear

Apparel market segment amounts to

US$2266.00 million in 2023 42 .

06. Market Growth

Rates

The Malaysian Women’s Wear Apparel market is poised

for substantial growth, with projections indicating a

value of US$2,683.25 million by 2026 44 , accounting

Chart 8

The Malaysian Women’s Wear Apparel

Product Market Shares

2014 - 2022, Projected 2023 - 2027

Current Market Data

It is anticipated to experience an annual growth rate

of 5.70% between the years 2023 and 2027. These

include apparel such as clothing accessories, dresses &

skirts, jerseys, sweatshirts & pullovers and many more.

The apparel and accessories industry has experienced

notable growth due to increasing affluence and a boost

in consumer confidence, supported by greater spending,

particularly among women. This has contributed to

the positive momentum and expansion of the industry.

Consumers are also able to purchase through offline

and online sales channels. According to the reports

for a significant 26.8% share of the overall market

in Malaysia. This sector is anticipated to experience

sustained expansion in the years ahead, driven by various

factors. With a projected compound annual growth

rate (CAGR) of 12.2% during the period of 2023-2027,

the market volume is expected to reach an impressive

US$4,518.0 million by 2027 45 , showcasing the potential

for remarkable progress and opportunities within the

industry. These figures reflect the promising trajectory

and substantial market potential in the realm of

Malaysian women’s apparel.

Source: Statista Market Insights

Demand for casual and modest wear has fueled sales

growth in women’s fashion. In Malaysia, Muslim women’s

increasing purchasing power has driven the popularity

of Islamic fashion. Modern lifestyles have led to a

preference for modest dress styles, such as pairing shirts

or blouses with trousers, skirts, or jeans, along with a

hijab.


from Hootsuite and We Are Social, it is stated that

approximately 19.9 million Malaysians participated in

online shopping in 2019 43 . This number is expected

to have increased significantly in 2020 due to the

implementation of lockdowns. Additionally, iPrice

reported that during the first half of 2020, Malaysians

experienced a 24 percent growth in their average online

basket size compared to the same period in 2019.

Chart 7


Market Growth Rates

2014 - 2022, Projected 2023 - 2027

Chart 9


Sustainable Apparel Share

2014 - 2022, Projected 2023 - 2027

Marketing Research . Gadis Semasa KL




Sustainable Apparel Market Share

Datuk Noraini Ahmad,

President of Malaysia Fashion and

Design Council (MFDC)

Product Market Share

Based on Chart 8 demographic analysis, it is evident that

The women’s sustainable apparel share has seen an

increase in numbers since 2017, being 2.9% and

increasing year by year and is predicted to be 5.3% in

“The fashion market in Malaysia is

embracing sustainability and ethical

practices, with a growing demand

for eco-friendly and socially

responsible fashion brands 43 .”

dresses & skirts exhibit the strongest upward trend in

popularity from 2014 to 2027, surpassing other clothing

categories. This indicates a significant preference among

consumers for dresses and skirts during this period.

On the other hand, the volume by segment for clothing

accessories & other garments demonstrates a notable

2026. This could be due to bamboo fabric being utilized

in East Asia, but only in recent times have manufacturing

methods been modernized, making it suitable for

everyday fashion. This fabric, known for its breathability,

stretchability, and hypoallergenic properties, is now

being favoured by designers to offer consumers a

increase in trend from 2023 to 2027 46 . This suggests

sustainable clothing option. The world is becoming more

rising demand for accessories and other clothing items,

eco-conscious, especially with apparel.

signalling potential market growth in these segments.

35

36


Current Market Data

07. Identification of Opportunities in local and

National Markets

In today’s ever-evolving fashion landscape, it is crucial

for local brands to identify and seize opportunities that

can propel their growth and establish a strong presence

in both the local and national market. One such brand

that holds immense potential is Gadis Semasa KL, a

homegrown fashion label that encapsulates the essence

of contemporary Malaysian style. By conducting a

comprehensive analysis of the local and national market

dynamics, we aim to uncover valuable opportunities

that Gadis Semasa KL can leverage to expand its reach,

attract a wider customer base, and solidify its position as

a leading player in the fashion industry.

Local Markets

Opportunities

Younger Generation Strong Spending Power

The rise of the female workforce in Malaysia has

brought about increased empowerment and financial

independence among women, fostering a market where

following fashion trends and self-expression are valued.

This has positioned Malaysia as an emerging fashion

capital, with local designers capitalizing on the market

potential. Retail prices for apparel and accessories reflect

consumers’ perceived value, often influenced by celebrity

or influencer endorsements 51 . As consumers seek diverse

styles and change their fashion items more frequently,

retailers stock a wider range of styles in smaller

quantities, leading to increased manufacturing costs and

a trend of rising unit prices.

introducing her sports hijab collection AURA.

E-commerce

Despite the shift towards online platforms during the

pandemic, physical retail stores in Malaysia have not

become obsolete. A survey conducted by Janio revealed

that many shoppers still prefer physical stores, valuing

the ability to touch and feel products before buying.

Concerns about receiving the correct product and the

need for a safe shopping experience have led to a gradual

acceptance and trust in online shopping. This suggests

the potential for an omnichannel retail approach that

combines the benefits of both physical and online

shopping. For example, FashionValet customers often

check item availability and sizes online before visiting

a physical store to try on and make their final purchase

decision.

National Markets

Opportunities

Embracing Local & Cultural Identity

By adapting fashion trends and products to various target

consumers’ local markets and cultures, brands are able to

attract customers to support local brands and

increase brand loyalty. Understanding the specific needs

and preferences of different audiences is essential for

clothing companies aiming to expand globally. It enables

them to tailor their brand experience while maintaining

consistency. By doing so, brands could also gain greater

visibility and credibility, establishing a strong presence in

a diverse market.

Incorporating Diversity & Inclusion

Fashion brands must embrace inclusion and diversity

to meet evolving consumer demands and stay relevant.

This involves fostering diverse perspectives within

their workforce and developing inclusive marketing

strategies that resonate with a wide range of individuals.

By celebrating diversity and promoting self-expression,

fashion companies can create a positive and inclusive

industry. A study by McKinsey & Company found

a strong correlation between diversity, equity,

and inclusion (DEI) and company performance 52 .

Organizations with diverse executive teams were

33% more likely to outperform their homogeneous

counterparts in terms of profitability. This connection is

attributed to factors such as accessing top talent, making

better decisions, gaining deeper consumer insights, and

fostering higher employee engagement.

Sustainability

Fashion consumers today have a growing preference for

sustainable fashion, a trend that has intensified after

the COVID-19 pandemic. This shift has led fashion

creators to embrace eco-friendly alternatives and focus

on designing timeless pieces instead of multiple seasonal

lines 49 . Reuse and recycling of garments are becoming

more common, reducing the environmental impact of

Current Market Data

factory workers, and promote a more conscious approach

to fashion.


Modest Wear is Continuing to Gain Popularity

The growth in women’s wear sales is driven by the rising

demand for casual and modest fashion, influenced by

the need for professional attire among adult Muslim

women 50 . The influence of social media influencers,

like Vivy Yusof, has raised awareness and inspired

modern fashion trends. This profitable market has

attracted bothlocal and global brands, such as Nike

Malaysia launching hijabs for athletes and Noor Neelofa

37

Image: LDN Fashion

fashion production. The concept of ‘slow fashion’ with

its shortened and economical manufacturing process

is gaining traction as brands and consumers prioritize

sustainability over fast fashion. This shift aims to reduce

textile waste, protect factory workers, and promote a

more conscious approach to fashion. its shortened and

economical manufacturing process is gaining traction as

brands and consumers prioritize sustainability over fast

fashion. This shift aims to reduce textile waste, protect

38

Emerging Markets

What is Gadis Semasa doing right now in the local market?

Are the things they do can take them to the international market?

Emerging

Market

Consistently publish 2-3 weekly posts to engage with

the audience

Regularly posting on social media platforms helps

maintain audience interest and interaction, fostering

a stronger connection between the brand and its

customers.

Implement online promotion strategies, including

discounts, to drive customer acquisition and retention

Offering online promotions and discounts incentivizes

customers to make purchases, attracting new customers

and encouraging repeat business.

Showcase their customers’ wearing ‘Gadis Semasa’

outfits on their social media platform

Featuring customers wearing the brand’s outfits on social

Regularly update and maintain their website to ensure

a seamless user experience:

Ongoing website updates and maintenance ensure that

the site remains functional, user-friendly, and up-todate,

enhancing the overall customer experience and

satisfaction.

Produced engaging Instagram reels with an average

view count of 1200 per reel, increasing brand visibility

and audience engagement

Creating captivating Instagram reels has significantly

increased brand visibility, attracting more views and

engagement from the audience, thus amplifying the

brand’s reach and impact.

Developed a dedicated website for the brand to

media creates a sense of community and allows potential

customers to see real people enjoying and styling the

brand’s products.

promote and sell their products

Creating a dedicated website provides a centralized

platform for customers to explore the brand’s offerings

and make purchases conveniently.


Image: The Beat Asia

08. International Opportunities

09. Regional Specific Approaches

40

Emerging Markets

08. International

Opportunities

09. Regional Specific

Approaches

opportunities in the fashion industry. Highlight their

efforts in using eco-friendly materials, fair trade

practices, ethical sourcing, or upcycling.

Emerging Markets

Promotions

Increase consumer engagement and product purchases

by implementing promotions such as sales and discounts.

Utilize both online and offline channels to reach a wider

Brand Uniqueness and Proposition

Evaluate Gadis Semasa’s unique selling points and value

proposition. Determine if these differentiators have the

potential to resonate with international customers and

stand out among competitors.

Local Digital Platforms

Make use of TikTok and Instagram Reels as a platform to

create video content on their products such as behindthe-scenes

production, styling videos

Storytelling and Brand Identity

Gadis Semasa can craft a compelling brand story that

resonates with consumers. Showcase the inspiration

behind their designs, their brand’s heritage, and the

craftsmanship involved.

audience and encourage brand interaction.

Online Presence and Engagement

Gadis Semasa can assess the performance and

engagement metrics of its online platforms, including

Post new product updates and promotions such as sales

& discounts on social media platforms like Facebook,

Instagram, TikTok & Website.

How to Reach More Target

Audience?


website traffic, social media following, and customer

interactions.

Customer feedback and testimonials

Pay attention to feedback and testimonials. The feedback

and testimonials from international customers or those

who have expressed interest in Gadis Semasa. Positive

feedback and reviews from international customers can

validate the potential for expansion.

Financial feasibility

Analyze the financial feasibility of expanding to the

international market. Consider factors such as the cost

of production, logistics, marketing, and distribution.

Assess whether Gadis Semasa has the financial resources

and scalability to meet the demands of international

expansion.

Image: Gadis Semasa Kuala Lumpur

Make use of social media ads/paid ads on Facebook,

Twitter, Instagram, and TikTok to target a specific

consumer demographic.

Participate in local market or community events and use

social media platforms to promote these events

Marketing Opportunities

Embrace Digital Marketing

Leverage the power of digital platforms to promote Gadis

Semasa. Establish a strong online presence through a

visually appealing website, active social media profiles,

and engaging content.

Collaborate with Local Influencers

Gadis Semasa can partner with local fashion influencers,

bloggers, and content creators who have a strong

following and align with Gadis Semasa’’s values and

aesthetics. Collaborations can help Gadis Semasa tap

into an influencer’s audience, gain exposure, and build

credibility.

Sustainable and Ethical Practices

Gadis Semasa can embrace sustainability and ethical

practices, which have become significant marketing

Social Media Marketing

Gadis Semasa can establish a strong presence on popular

social media platforms such as Instagram, TikTok, and

Snapchat. Create engaging and visually appealing content

that resonates with the target audience.

Influencer Partnerships

Collaborate with influencers who have a significant

following among the 18-25 age group. Gadis Semasa

may partner with influencers who align with the brand’s

values and target audience.

Influencer Takeovers

Allow popular influencers or brand ambassadors to

take over the brand’s social media accounts for a day

or specific campaign. This can generate excitement,

increase engagement, and provide a fresh perspective to

the audience.

Campus and Local Community Engagement

Engage with the target audience directly by participating

in campus events, sponsoring student clubs, or

organizing pop-up shops at local community gatherings.

Offer student discounts or host fashion-related

workshops to create a connection with the 18-25 age

group.

Image: Gadis Semasa Kuala Lumpur


practices, ethical sourcing, or upcycling.

41

42

List of Competitor of Gadis Semasa Kuala Lumpur

Chosen Competitors Are All Local Brands

Competitor Analysis

Competitor

Analysis

Monokerom

Monokerom is a local fashion brand based in Kuala

Lumpur, Malaysia. They produce seasonless and

chameleon-like pieces that transcend time and place.

Their aim is to forsake the excessive and disposable view

of clothing that exists in our world today.

Oh Sebenar

Oh Sebenar is a Kuala Lumpur based fashion brand

designing small run seasonal collections for women.

They produce classic garments, designed and created

with care, they pay special attention to detail, ensuring

the quality of each piece.

Thea.kl

Thea is a Malaysian brand based in Kuala Lumpur. They

produce various collections that has perfect combination

of traditional and modern design.


Sparkl.

Sparkl is a small independent brand that offers easy and

effortless everyday wear. They have various colours from

neutral colours to pastel colours.

10. Direct Competitors

11. Product Offer & Price Point

12. Unique Selling Point (USP)

KALMHS

Kalmhs is a fashion brand based in Alor Gajah, Melaka.

They offer minimal, timeless and versatile pieces not

only for womens but also for mens.

44

Competitor Analysis

Competitor Analysis



1

45

46

Competitor Analysis

Competitor Analysis



2

47

48

Competitor Analysis

Competitor Analysis



49

3

50

Competitor Analysis

Competitor Analysis



51

4

52

Competitor Analysis

Competitor Analysis



53

5

54


Brand

Differentiation

Strategy

13. Communication

Design

VISUAL CONTENTS

Photoshoot/Videoshoot

• (Pario Semasa skirt) Can be worn for everyday wear,

such as at the beach, at the mall.. Etc..

• Reels, transition from wearing at the beach, to going

to the mall, and etc..

POSTERS

• Giveaway contest

• Seasonal sales/Promos (last call for products)

• Launching of new collection

CAMPAIGN SHOOTS

• Diverse female models from all races in Malaysia and

age range

14. Social Media

Contents

Instagram

Instagram stories

• Update stories with everyday inspirational quotes

• Usage of local artist’s music (IG music) with their

products

IGTV/Reels

• Pario semasa skirt promotional video

• Behind-the-scenes content/more of the work

progress/upcoming collections or events

• Product styling

TikTok

• Behind-the-scenes content

• Product styling

• Product inspiration

• Unboxing

Facebook

• Promotional videos/Behind-the-scenes contents

• Paid ads


13. Communication Design

14. Social Media Contents

15. Marketing

16. Brand Direction

17. Website

18. Further Product Plan

19. Brand Positioning

Image: Nordstorm Press Room

15. Marketing

Online Shopping Platforms

• Shopee/Lazada/Zalora

• Atome (Buy now, pay later for 3 months)

Email Marketing

• Sign up using email, future marketings will be

sent to the email

Social Media Paid Advertisements

• IG, Facebook paid ads that leads to the social media

profile/website

56



Selling Method

• Product packaging (To align with the brand image)

16. Brand Direction

19. Brand Positioning

• Product giveaway

• Discounts for new user/first time buying

Localization of products into a

larger market

Gadis Semasa is a locally established brand for women’s clothing that centers on creating high-quality garments with a

touch of whimsy and playfulness. These pieces effortlessly blend into your everyday wardrobe, serving as versatile staples.


Small Fashion Showcase

Professional Photoshoots of Products

Collaboration with Fashion Bloggers

Image: Fashion Network Image: Product Photography in Delhi Image: Byrdie

• Storytelling; the inspiration behind the

establishment of the brand

17. Website

Customer Review

• Customers who recently bought the products and

leave a review could be put on the website

Customer’s OOTD pictures

• Can have a special section on the website for this

Best Seller Products

• Categorization of their best-seller so customer would

know which one to purchase

18. Further Product

Plan

Their aim is to empower women to enjoy expressing their unique personalities by exploring various layering techniques,

styles, and the art of curating fashionable ensembles using our collection.

“Embrace Your Power, Unleash Your Style”


Different types of sizes and patterns

For all the product, could have a batik motives or

songket (Cultural identity) to match with the current

brand image.

Diverse range of sizes from XS to Plus sizes.

Sell accessories & merchandise

Hijab/scarves

Different line to sell products

57

58

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Appendix

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48 Fashion Business Jonal

48 Fashion Business Jonal

47 E-commerce Fashion Industry in Malaysia 2020-

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thebusinessresearchcompany.com/report/apparelglobal-market-report

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forbes.com/sites/aslaugmagnusdottir/2020/11/17/thetime-is-now-for-diversity-in-fashion/




61

47 E-commerce Fashion Industry in Malaysia 2020-

49 Fashion industry in 2022 & beyond. Fashion

Industry in 2022 & Beyond - Fibre2Fashion. http://

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thebusinessresearchcompany.com/report/apparelglobal-market-report







62

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