If a brand has existed in a market long enough, most would expand their product categories to address new markets. Increase sales and profits.
Take a look at H&M, for example, who in 2015 stocked their shelves with in-house beauty products to expand their existing range.
While Marks & Spencer diversified in 1931 to sell groceries in addition to their clothes.
Pink N & # 39; Proper takes a different approach.
This native Malaysian brand has been in operation since 2011. In the past 9 years they have only stuck to one thing.
Fashionable and affordable swimwear.
Get a good fit
Pink N & # 39; Proper couldn't position itself as it did 3 years ago when we last wrote about it, as the only accessible swimwear brand in Malaysia.
Every other swimwear brand around the world has become their competition.
"The only advantage we have is that we're on-site in Kuala Lumpur and customers can drop by anytime to try our swimwear before buying," said co-founder Vivien.
The place she describes in Kuala Lumpur is her new boutique, which the brand moved to in late 2019.
"Back then, our first location wasn't for walk-ins as we originally thought it was just a work area and warehouse," she said.
"It wasn't presentable and parking was a nightmare!"
With a growing team and more clients asking for customization sessions, they soon outgrew this location and decided to invest 50,000 RM in a more handsome boutique in Kuala Lumpur.
"We have also expanded our team and invested more in digital marketing," added Vivien.
Some of their brand influencers are pulling the clothing line in the ocean / Image Credit @EmmaMaeembong and @Jestinna
Since our last interview, she has told us that the team has now added a wider range of products to their inventory by sourcing them in-house and working with other local brands.
But they are still determined to stick with their swimwear product category.
"We don't currently have any plans to have items from our category, but if we do, building another brand for that purpose would be a much better plan," she said.
Survive the deep sea
Although online shopping increased during the lockdown, I assumed that swimwear products were definitely not a top seller at the time.
"What you mentioned was spot on," said Vivien.
“As we are closely associated with the travel industry, our sales have been badly affected. We had to stay afloat with our reserves. "
With survival becoming their top priority, all plans to introduce new collections had to be immediately postponed.
We knew the pandemic wouldn't last forever, so we focused on planning our comeback once it was over.
Vivien, co-founder of Pink N & # 39; Proper
Right, 3 months after the announcement of the lifting of the domestic travel ban, sales picked up again.
The team invested every penny in advertising and marketing, which paid off.
Vivien said that they managed not only to stay afloat but also to increase their reserves for the inevitable second or third wave that is just about to take place.
If it's not broken, don't fix it
In addition to the new boutique and the larger team, Pink N & # 39; Rere has stuck to what they do best.
On average, the brand can sell around 1,000 to 1,200 sets of swimwear per month.
In our last interview, Vivien shared that the brand is able to connect with their local customers by using Asian models whose main occupation is not modeling.
This is to give customers the mindset that anyone can achieve this look.
They have since kept this marketing strategy as it worked well for them locally.
"Our customers not only want to look good in our products, they also want to feel good wearing them," she added.
The brand chooses down-to-earth local social media influencers as role models / Image Credit: @yvonnechua and Pink N & # 39; Proper
However, she admits that it has been difficult to relate to markets outside of Malaysia, which is her biggest challenge right now.
The only change they've made since then has been refining and streamlining their entire fulfillment process.
When we noticed that her swimwear line is for women only, we asked Vivien if she had any plans to expand into men's markets in the future.
She replied: “At the moment we have no plans to enter the men's market, as we want to continue to focus on the women's market for the time being. Maybe next time!"
With their brand positioning as a "one stop shop for all of your vacation needs" in Malaysia, they aim to become the swimwear brand for consumers in neighboring countries and hopefully the rest of the world.
- More information on Pink N & # 39; Proper can be found here.
- You can read about other Malaysian startups here.
Selected image source: The Pink N & # 39; Proper team