Growing a Local Fashion Brand: Kime, from small local fashion retail to giant online clothing brand

Growing a Local Fashion Brand: Kime, from small local fashion retail to giant online clothing brand

No doubt there are still online consumers who refuse to buy clothes online. There are a lot of reasons on why people still have doubts regarding this matter.

‘The size won’t fit’

‘I’ve bought on Taobao before and the shirt is always 1-2 size smaller than I expected.’

‘The cloth quality confirm tak boleh pakai, I refuse to buy unless I get to touch it.’

‘What if they sent me one with a hole in it? No return eh leh.’

‘Everytime I buy also got color difference.’

There are so many challenges, and pretty sure many online sellers will try to avoid selling fashion category because it’s a hassle (imagine the customer service you need to deal with, and the repetitive questions from shoppers). But Kime’s founder – Cris, managed to pull off all that. Better yet, he is not selling any fashion clothing brand, but HIS OWN fashion brand – K&M Fashion Boutique. We are glad that Cris is humble enough to share about his experience while building K&M, and improving customers’ purchasing experience.

Improve communication with customers – accurate size chart

To counter those online buyers who are doubtful about clothing size, Cris came out with a solution – Size Chart. When new clothes come into his shop he will take measurements of the clothes and create a detail size chart. So when customers are interested, they can check on the chart for sizes.

Malaysian Models – Localize fashion line to fit Malaysians

Another thing about Kime is that they hired Malaysian models to model for their clothes. Cris set up a studio in Kuala Lumpur and it became the turning point for Kime. According to Cris, people don’t want to see images that looks the same or directly taken from Taobao. He wants to tell customers that their products are actually quality and it looks good when normal Malaysians wear them as well.

“ If you take the stock and images directly from Taobao, people will identify it instantly. Then you need to ask yourself: “Why customers want to buy from you when they can get cheaper rates in Taobao, since that now, buying from Taobao is really easy.” That’s why I hired models, asked them to model for Kime. When customers see the images, it makes the products more convincing, it’s also easier for people to imagine. Taobao models are all thin and fair, while our models are more genuine, and relevant to Malaysia market. ”

Packaging makes the difference – Proper packaging & Quality Check

We got to admit that first impression has a great impact, same goes to online shopping, whether you will revisit the same seller depends entirely on the shopping experience. And one of those Ini-lah experience is actually the so-called unboxing experience. Kime make sure that all products went through quality check before they were sent out, and ensure that they are wrapped in good condition.

“ We want our customers to know that they are paying for clothes with a reasonable price, and feels that they are paying for quality products. That’s why we make sure our packaging is neat and pretty, and quality of the clothes are good. When customers wear them, guarantee can last for 2-3 years. And next time they will come again, and the year after. ”

Having your own brand is important -What makes you different

Cris mentioned that it’s important to have your own brand. Relying on other brands won’t take you far because there will be competition. Imagine other sellers also carrying the stock, and you guys have to compete for the lowest price. End up you might be a top seller but you won’t be earning a lot.

“ You got to come up with your own stuff and brand, or else you won’t be able to progress in the fashion industry. ”

That’s why Kime is now a brand, with 13 retail outlets across Malaysia and the owner of a clothes making plant in GuangZhou, China.

“ As long as you make sure that the quality is good, price is cheap and reasonable, clothes are on par with the current fashion trend, your clothes will sell for sure. Customers are looking for these three elements only, you just need to make sure they feel comfortable when they wear it. And for sure, they will come back for more. ”

Kime emphasis Effective Support – Replies within minutes

Another factor of Kime’s success is their effective support. Cris ensure that all messages will be replied within 5 minutes. Same goes to any service industry, Kime place their customers first, making sure customers feel comfortable throughout the shopping experience. This is also one of the reasons why their customer base are expanding every day. Good customers service creates contented customers, and improves customer retention.

Loving it – SiteGiant marketplace sync and efficient support

Cris has been using SiteGiant for 7 years already, and we are proud that we are still his No. 1 choice in terms of ecommerce solution.

“ I can’t sell on so many marketplaces if it’s not because of SiteGiant. I won’t have the time to deal with all the small details since I’m also busy expanding my business. ”

During our visit to Cris’ office he was also complimenting about the efficient support team SiteGiant has. We were quite flattered and happy, knowing that SiteGiant is out there making a positive difference for entrepreneurs around Malaysia.

“ I still remember a few years back, there’s this one time, customers can’t checkout from my store. Being an online seller, and knowing that when customers want to pay, it’s one of those just-do-it moments. Maybe even after a few seconds, the customers won’t want to purchase anymore. I immediately called SiteGiant support, and the problem was fixed in just a few minutes. I’ve used a lot of similar ecommerce solutions, and I need to wait for 2-3 days for them to fix the issue. But in this case, it was just settle within minutes. I was quite impressed back then. ”

Kime has come far, from a retail outlet in Teluk Intan since 1988, to a huge online fashion store, with 13 retail outlets, and 100+ dropshippers, helping them to expand their brand outreach. We wish for the best for Kime, and looking forward to continue bringing better services for them in the years to come.

Terms and Conditions

1. The SiteGiant x Lalamove First Time 10% Top-Up Bonus Campaign (the “Promotion”) is provided by LALAMOVE MALAYSIA SDN BHD (COMPANY NO. 1277201-W) (“Lalamove”) and SiteGiant Sdn Bhd (“SiteGiant”). By participating in the Promotion by registering via this link: and/or receiving the Bonus (as defined below), this indicates you understand and agree to be bound by these Terms.

2. You are eligible to participate in the Promotion and become an “Eligible Customer” if all of the following requirements are satisfied:

a. You have enrolled in the Promotion through the dedicated main landing page for the Promotion via this link: (“the Form”) during the Promotion Period (as defined below);

b. You have become a registered corporate (prepaid settlement) account holder of Lalamove;

c. You have signed up as a new merchant of SiteGiant and you have been onboarded by SiteGiant following satisfaction of all requirements from SiteGiant during the Promotion Period;

d. You are a company incorporated in Malaysia with a valid business registration certificate; and

e. SiteGiant and Lalamove reserve the right to refuse any Eligible Customers their participation in the Promotion for any reason and without any prior notice.

3. If you are an Eligible Customer, you are eligible to a one-time fixed credit bonus equal to 10% of the amount first topped up, to be credited to your Lalamove corporate e-wallet account (the “Bonus”) if you successfully topped up at least RM 100 during at least one single transaction to your Lalamove corporate account (the “Transaction”).

4. This Promotion commences on 15th July 2022 with the end date to be announced at a later date (the “Promotion Period”).

5. If the Eligible Customer satisfies the Conditions in clause 3 of these Terms, the Bonus will be credited within 30 days immediately following the registration of your Lalamove corporate account.

6. The relevant top-up amounts in the Lalamove account have unlimited validity from the date of the successful top-up. The Bonus is subject to applicable agreements governing your Lalamove corporate account.

7. The relevant top-up amounts are not redeemable for cash or cash-out, for resale and no refund or exchange is permitted (except as required by applicable laws).

8. During the Promotion Period, in case of any fraud or abuse in respect to how the Bonus is awarded, Lalamove reserves the right to debit the Bonus from the Eligible Customer’s Lalamove corporate account without prior notice.

9. The Bonus cannot be earned in conjunction with other offers, packages or promotions as may be launched by Lalamove from time to time, unless specified by Lalamove. The Bonus cannot be transferred to third parties or other accounts, or exchanged for any other gifts, returned or exchanged for other products with respect to Lalamove.

10. SiteGiant and Lalamove reserve the right to amend, and/or vary any of these Terms and any arrangement of this Promotion, limit, suspend, cancel, and/or terminate the Promotion, without notice and without any liability.

11. In addition:

a. General terms and conditions of Lalamove would all apply (

b. Lalamove will process the collected data and personal information in accordance with Lalamove’s privacy policy (

c. By participating in the Promotion, you expressly consent that any personal information that you provide, may be shared between SiteGiant and Lalamove for purposes of the Promotion and all related administrative actions in connection therewith.

12. These Terms are governed by the law of Malaysia. In case of any dispute, SiteGiant and Lalamove reserve the right of final decision.

13. For any enquiries:

Related to SiteGiant, please contact [email protected]

Related to Lalamove, please contact [email protected]

Terms and Conditions

1. This promotion availability will be based on first come, first served basis.
2. This promotion is not applicable for renewal usage.
3. This promotion is valid for new signups only.
4. Duration of this free subscription offer is 3 + 12* months (*T&C apply).
5. Free 3 months subscription from SiteGiant and 12 months subscription from Government subsidy campaign (subject to availability).
6. SiteGiant reserves the right to change these terms and conditions at any time without prior notice.