REVOFA COLLECTIVE
NYONYA KAIN
How can we increase the appeal of Batik as accessible , affordable , unisex fashion amongst millennials while promoting it as a mechanism to reduce income inequality amongst all participants in the Batik production value chain ?
The teams focused on marketing campaigns , events and social enterpreneurship . Key highlights are outlined below .
How can we effectively market sustainable fashion to Malaysians based on their consumption preferences ( e . g ., renting , second hand , vintage ) to encourage responsible fashion consumption ?
The teams proposed comprehensive social media strategy strategies over a period of two years and ways to attract more traffic . Key highlights are outlined below .
Phase 1 - Build awareness and brandmage through social media content and campaigns .
Phase 2 - Build interest and engage with the audience through an influencer marketing campaign , “ Be Your Own Label ”
Phase 3 - Engage and Educate the public on responsible fashion consumption through the “ Start Renting , Stop Buying ” sustainability campaign .
Increase online presence : To leverage on E-Commerce platforms , and focusing on increasing customer reviews on each of its products . Additionally , TikTok was a recommended platform to engage with the younger generation
Event collaboration : To host Film Fashion Runways regularly about different styles of batik apparel and post on media channels like YouTube .
Note : As at Nov 2021 , Nyonya Kain was an exclusive Batik partner for the Kuala Lumpur Fashion Week 2021 . View the launch video here
https :// www . youtube . com / watch ? v = a2VEm _ BqBcU & t = 215s
Positioning as a social enterprise : To present itself as a social enterprise committed to sustaining fair trade within the supply chain , Nyonya Kain and the supply chain can apply for the FLOCERT certification .
Phase 4 - Conversion and Growth through encouraging customers to post reviews # RevofaReviews and incentivising users with discount vouchers .
Search Engine Optimization ( SEO ) : As online websites are one of the main touchpoints between Revofa and its customers , it is essential to invest some time in SEO to help attract more traffic to the business .
Social Impact Project Report 2021 13