Malaysian oversized women’s clothing brand for comfort and fit – Wired PR Lifestyle Story
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Coming from the computer industry, Niko self-coded an e-commerce platform in 2008 to start a business. At the time, he took no income and operated from his brother’s office, paying rent while maintaining his company’s website.
Without the specific direction of the brand, the group entered the RM10K business with capital and started selling various product categories such as toys, books, skin care, women’s and men’s fashion. During these tests, the store began to include oversized T-shirts.
By 2012, the large-scale clothing category, which provided the company with a large amount of revenue, helped it to make sales from the first 100,000 RM.
The constant feedback received from the return of the larger female client gave them enough confidence to consider their own brand of oversized clothing, which they understood was the right comfort and suitability for these women.
So the decision to pivot made sense, and the team started to focus only on the oversized segment Put Claire.
finding the right fit
It is named after one of the founding members of the Mis Claire brand, Clara, the UK18 size (XXL size equivalent) itself. He personally endeavored to find clothes that suited him, and this became a key requirement for Mis Claire to design the products.
The brand’s products, blouses, jeans, cardigans, hoodies, formal wear, etc., all come in large cuts between XL and 7XL. All clothing is carefully designed, refurbished and measured with the right cut and silhouette for oversized images, specializing in oversized Asian body types and heights.
These concerns are about reducing wardrobe breakdowns that women of large size suffer from with clothing that is not specifically made. Some common problems are fractures (when the size is too small and the wrong materials are used) and abrasions (friction between the thighs, can tear or peel the tissues).
To fix that, Mis Claire’s cuts are larger for areas like arms, thighs and hips, compared to other brands that aren’t oversized, compared to the UK18 size itself.
These considerations also take into account the extra room that the hips and thighs need when their user sits down, while still standing as it gives flattery.
Learning by failing
All of Mis Claire’s products are designed by her team in Malaysia, while manufacturing is done locally and in China. Over the years, the team has learned some valuable lessons in the process.
For example, some cuts or fabrics will not work on oversized bodies, such as non-stretch denim materials.
“As we experiment with new materials, we make mistakes,” they admit. He was accused of being an example of Mis Claire’s past Eid Collections. A while they were excited to find it Songket the material, which was considered suitable for large-scale cuts, did not pay attention to the durability of the fabric.
Nature Songket the weaving process can cause the fabric to tear easily when it is stretched too far. Not wanting to further damage the customer experience, it was decided to pick up (finish) the evening.
Mis Claire has also returned it to customers affected by the purchase.
“There are losses of course, but we can’t leave that bad experience to a client because we didn’t do our research well,” they said. “We would not lie that we have completely solved all the problems of large size, but it is a basic requirement for the design of our products.”
A growing market
When Miss Claire started a decade ago, the idea was to make oversized clothes fashionable, portable and affordable. Based on my shopping experiences, the price of Mis Claire’s products is good enough for RM45-RM88 tops and RM39-RM99 pants, depending on the design and cut.
A lot of effort was put into the product presentation and social media as well, and oversized women of different shapes looked good and safe with the outfits.
The group said that at that time there was no large professional model in Malaysia available, so Miss Claire trained her staff to model the clothes. The group also looked for clients and oversized local women to be role models.
Since then, the movements of body positivity have increased and various body sizes have been embraced. Gone are the days when it was normal for women to look like Barbies, and brands are becoming more and more noticeable and becoming more inclusive.
Mis Claire’s team might agree, saying it was not uncommon to see clothes on the market for more than 2XL in 2012. “If they were bigger, [they] It would be overpriced, dated or both, ”Niko said.
It is gratifying to see the rise of large-scale movements around the world, especially in Malaysia. More fashion brands have been included in oversized sizes, and larger bodies are becoming more standardized.
That said, Miss Claire is also promoting healthier lifestyles through oversized active clothing and sportswear.
Taking a view of Onikanal
Today, Mis Claire has a store open in 2019 after seeing a huge demand from customers who wanted to try it on before buying clothes. Personally, I agree that buying clothes is a very important step.
But it is likely that there has been a growing concern in the past that there could be a lot of struggles with size when shopping online for oversized women.
The group is preparing to open a flagship store at the IOI City Mall by mid-2022. Reaching out to more women of the largest size and offering them the luxury of accessing a store dedicated to them without worrying about not being able to find their size.
However, the rapid expansion of offline stores will not be the focus of Mis Claire’s team, who believe that their website and Shopee store are the best channels to serve national customers.
It can be said that their methods are working. Niko reports that on average, Miss Claire sells about 15,000 clothes a month.
“We are fortunate to have customers who are happy with our cuts and have given us many referrals by directing large friends and family to our web store,” Niko said.
Whether or not Mis Claire will be extended to different customer segments, the team has reported that it is not their focus at the moment, after testing it with a sub-brand that didn’t work before.
However, they do not rule out the possibility of diversification in the future.
In addition to continuing to develop relevant products for customers, they hope to continue to steadily grow Mis Claire’s retail business and work to become a household name. Part of the plan is to provide customers with a seamless shopping experience, both online and offline.
Featured Image Credit: Mis Claire team
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