“The main challenge I faced in bringing Lapiz into Malaysia was the competitive market.” – Kimisabelle
Her love for K-pop
Every time you see a K-pop star, one of the most prominent accessories that you’ll notice is a pair of sunglasses – fashionably placed above their head or tucked neatly in their jumpsuit. The demand for Korean-inspired fashionable items in Malaysia was something that Kimisablelle Choo took note of a decade ago.
Years later, when she decided to launch a product that would make waves in the local fashion industry, she settled on the Korean eyewear brand, Lapiz. Kimisabelle had decided that she wanted to pursue a career in marketing and branding when she entered college. Upon graduation, as eager as she was to start her own business, she realised that she needed the experience and exposure in the industry to understand how it worked, which would come in handy later on.
Finding her own purpose
For a few years, she worked as a marketing manager and quickly learned the fundamentals on how to run her own business. As someone who always loved fashion, Kimisabelle decided to introduce Lapiz when she realised how Malaysians were head over heels in love with some of the popular South-Korean celebrities. “I myself am a K-pop music, movie and drama fan.
The Korean entertainment scene has definitely gained a lot of popularity around the world and is today worth billions of dollars. “South Korean celebrities have also created an impact in the Malaysian fashion scene and among fashion enthusiasts. I really wanted to introduce a branded designer wear that Malaysians will be drawn to and when I found Lapiz, it was the perfect way to penetrate into the local fashion industry,” explains Kimisabelle.
“The main challenge I faced in bringing Lapiz into Malaysia was the competitive market. I believe in the brand and thanks to my background in marketing and branding, Lapiz has been very successful. My absolute proudest moment was when I officially launched the brand in March this year. Of course, I’m not just going to stop here. In time to come, I want to bring in more South-Korean products to reach out to different market segments,” Kimisabelle concludes.