By Bernama Lifestyle Reporter
KUALA LUMPUR, Sept 2 (Bernama) — With Aidilfitri 2027 still several months away, local fashion designers are already entering what they regard as a crucial period in their calendars — planning and preparing for the industry’s busiest season.
From developing collections and organising large-scale production to mapping out marketing strategies, every move needs to be carefully planned to capitalise on the surge in demand for new festive attire.
Rizman Nordin and Ruzaini Jamil, founders of fashion label Rizman Ruzaini, said Malaysians’ penchant for celebrating Aidilfitri on a grand scale makes the festive season one of the most eagerly anticipated periods for industry players seeking to boost sales.
“Malaysians really go all out when celebrating Aidilfitri. In a way, our festive season lasts almost two months — the 30 days of Ramadan and 30 days of Syawal — because there are so many open houses.
“So, this is the time for us as fashion designers to maximise sales as much as possible to ensure our businesses remain sustainable,” he said at a media conference for the exclusive pre-launch of WarnaRaya X KLCC RAYA RUNWAY 2027 (WarnaRaya) here recently.
Rizman Ruzaini is among four featured designers at WarnaRaya who will showcase their collections on the main runway, alongside Radzuan Radziwill, Fiziwoo and ABU.
For Rizman and Ruzaini, the platform, which combines fashion shows with retail space, not only provides designers with an opportunity to introduce their collections but also allows consumer interest in the designs on the runway to be translated directly into sales.
Behind that potential, renowned fashion designer Datuk Radzuan Radziwill said preparing an Aidilfitri collection was far from a short process, requiring months of commitment before a design could eventually become an outfit for customers.
“From here on, it will be work day and night. It is not that after today’s launch we can rest tomorrow. Not at all. Now is the time to work towards achieving worthwhile results next year.
“Right now, I am not just excited but also nervous because I have to complete a major collection comprising between 30 and 40 clothing variations, with total production reaching between 2,000 and 3,000 pieces,” he said.
Radzuan, who continues to make printed patterns a signature of his contemporary Malay designs, described WarnaRaya as an ideal platform for designers to showcase their creations while generating revenue for the fashion industry.
The same challenge is faced by Fiziwoo label co-founders Hafizi Radzi Woo and Izree Kai, particularly as ready-to-wear collections require substantial capital due to the large quantities produced.
They said this requires every brand to have a strong marketing strategy and a distinctive identity to set its products apart in a market offering consumers a wide range of choices.
“Therefore, we need to stand out so that our customer community will continue to support our business and products,” they said, adding that demand for new clothing remained despite challenging economic conditions as people still wanted to celebrate the festive season with their families.
Meanwhile, WarnaRaya founder and Usahajana Sdn Bhd chief financial officer Shariza Mahzlan said the 2027 edition, themed ‘Serumpun’, aims to bring together creative industry players, fashion designers, local brands and celebrity entrepreneurs from Southeast Asia, including Singapore, Indonesia and Brunei, on a single platform.
Shariza said the second edition, scheduled to take place from Jan 22 to 24 next year at the Kuala Lumpur Convention Centre (KLCC), will feature 98 booths covering fashion, beauty, accessories, food and beverages, as well as home and living products.
She said the three-day event, held two weeks before Ramadan, would combine an exclusive fashion show at the main hall with a large-scale bazaar at the exhibition hall.
The event is targeting RM5 million in sales and more than 50,000 visitors.
“As a Bumiputera, I want to help Bumiputera entrepreneurs and fashion designers strengthen their businesses and improve their economic prospects.
“Apart from preparing for Aidilfitri, I hope this platform will help them generate income,” she said.
– BERNAMA