5 Key Reasons Malaysian Women Are Choosing Memories Fashion Over Global Brands

By Kelie Wong · 30th December, 2024

5 Key Reasons Malaysian Women Are Choosing Memories Fashion Over Global Brands | EasyStore

A Trip Down "mémoires"  Lane

Memories Fashion was founded in 2016 when Angie, a university student from Penang, with a love for fashion, started reselling trendy outfits as a small side hustle.

Back then, the brand was called Memoires, inspired by the French word for “memories.” The business was all about finding and selling the latest fashion apparels from China and Thailand. 

But as Angie got to know her customers better, she realized it wasn’t just about the clothes — it was about how buying these apparels made customers feel. 

This realization transformed Memories Fashion from a product-focused business into a brand centered on its customers. Angie began designing her own collections, creating pieces that weren’t just trendy but also resonated with her audience. 

Today, Memories Fashion is loved by Malaysian women aged 18 to 35. With a presence on five online platforms and three retail stores in Penang.

About Memories Fashion

Industry

Fashion

EasyStore UCX Solution 

Retail Growth 

Online Customer Touchpoints

Online Store, Facebook, Instagram, Google, Little Red Book

Offline Customer Touchpoints 

3 retail outlets, pop up events 

5 Key Reasons Customers Love Them

1. A Brand That Inspires

Memories Fashion wants to create an experience that's personal, not just about buying clothes for an occasion. Their slogan, "You Deserve Better," aims to remind Malaysian women that they have the power to choose and that they always deserve better.

This slogan is reflected in everything they do for their customers, ensuring that customers feel an upgrade with every interaction with the brand.

Some of the ways customers experience this include:

  • Content That Visualizes The "Better" Life: The team creates content on social media—videos and photos, showcasing products where customers can imagine life with these products, that evokes a sense of upgrade.  

  • Knowledge to Close the Gap: When customers are interested, staff are ready to share tips and size recommendations. With regular styling tips, trend reports, and advice, Memories Fashion helps customers discover new ways to feel great in what they wear.

  • Branding That Speaks Louder Than Words: Memories Fashion ensures a consistent brand experience across both their online and offline stores. From packaging and clothing tags to member cards and store environments, every detail are a reminder that they can always choose a better version of themselves.

2. A Brand With Zero Shortcut On Customer Experience

Whether shopping online or in-store, Memories Fashion ensures that customer experience is always a priority, focusing on providing detailed information and quick, helpful responses.

  • Online Brand Experience: From browsing to buying, every part of the online store—how it looks, the checkout process, and account creation—is designed thoughtfully. Customers get the same experience as if they were shopping in-store, but all online, serving customers across the country.

  • In-Store Brand Experience: It's designed to mirror the in-store experience, while focusing on helping customers find the right sizes to try on. Essentially, it addresses the gaps in online shopping to ensure that the customer experience is fully covered.

  • And Anywhere in Between: Each customer touchpoint is supported by a dedicated team and tools to enhance the experience. For example, when customers watch a live session and decide to make a purchase, Memories Fashion uses EasyStore's integrated live tool to facilitate customer orders, ensuring they can secure the items they like.

3. A Brand That Listens and Responds

Memories Fashion values customer feedback and adapts quickly to meet their needs, from product adjustments to enhancing the overall shopping experience.

  • "Do You Have A Retail Store?": This was one of the most frequent questions from customers while Memories Fashion operated online from 2016 to 2023. After receiving numerous requests to try on clothes in person, the brand opened a physical store in Penang and held pop-up events like "BowBowLand" to connect with customers in Kuala Lumpur.

  • "Unbelievable" Series That Replaces Uncomfortable Bras: For many women, one of the biggest discomforts is wearing a bra all day—especially with metal parts that can cause pain, compounded by the hot Malaysian weather. Memories Fashion decided to address this by enhancing their popular "Unbelievable" padded basic clothing series to offer more comfort and support. This shows how the brand listens to its customers and continually improves its products based on real feedback.

4. A Brand That Pampers Loyal Customers 

One could say a child is pampered when they get everything they want. Similarly, Memories Fashion pampers its loyal customers by giving them full control over their shopping experience. Customers decide what they want, how they want it, and when they want it.

  • Memories Loyalty Club: Customers who join the loyalty program enjoy personalized rewards, special discounts, and exclusive offers that show the brand’s appreciation for their continued support.

  • Memories Day: To make things even more exciting, Memories Fashion launched "Memories Day," held on the 15th of every month, where loyal customers can access additional discounts and special deals as part of the brand’s celebration of customer loyalty.

  • Checkout the Way They Prefer: With a variety of payment methods, including installment plans and digital wallets, along with the flexibility to choose from home delivery, express shipping, or in-store pickup, Memories Fashion ensures that shopping is as convenient and enjoyable as possible.

5. A Brand That Makes Little Things Count

At Memories Fashion, every detail matters. From thoughtful packaging to personalized touches, the brand ensures that small moments throughout the shopping journey contribute to an exceptional customer experience.

  • The Scent Of Customer Care: Orders are carefully packed with a hint of a specially selected aroma, providing customers with an elevated unboxing experience that makes them feel the difference from the moment they open their parcel.

  • Descriptions That Guide Decisions: Each product description is thoughtfully crafted, using a design template that includes a size chart, model sizes, and recommended sizes, ensuring customers can make well-informed choices.

  • Confidence That Confirm Decisions: While customers can accurately choose their sizes based on the provided size chart, some customers would prefer additional reassurance. Memories Fashion ensures that, regardless of where the customer reaches out—whether online, via live chat, or in-store—staff are always ready to provide accurate stock information, product details, and personalized assistance, confirming their purchase decisions.

Making Shopping Memorable For Malaysian Women

Memories Fashion has become more than just a place to buy clothing. It’s a brand that connects with its customers on a deeper level, offering not only trendy and comfortable apparel but also an exceptional shopping experience. 

With their focus on delivering a memorable and customized experience, Memories Fashion continues to be a favorite among Malaysian women, making shopping a more enjoyable and rewarding journey.

EasyStore helps brands like Memories Fashion put customers at the heart of their business, creating seamless experiences across multiple channels. With over 50,000 brands using EasyStore to grow, it’s clear that a customer-first approach leads to success.

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