Oxwhite turns survey of Malaysians' favourite breakfast into shirts for Lazada launch

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Malaysian lifestyle brand Oxwhite has turned results of fun Facebook survey into a t-shirt design ahead of its launch on Lazada. The Facebook survey asked Malaysians' to select their all-time favourite breakfast - nasi lemak, roti canai and dim sum. Based on the responses by 500 Malaysians, nasi lemak led the pack followed by roti canai and dim sum.

Partnering with Salang Design, Oxwhite founder CK Chang told A+M that both parties produced 1,000 pieces of t-shirts, with each unit costing 70% more to produce than its basic tees as it includes a printing and honorarium fee for Salang Design.

"We were very clear with the direction we wanted to go with our launching in Lazada. This time around, we choose to mark the launch with a collection that reflects Malaysian foodie culture since that is what brings Malaysians together," Chang said.

He added that Salang Design was "the perfect fit for [its] vision" as they are known for creating products that reflect popular culture in Malaysia. Salang Design produces Malaysian-inspired iron-on patches, socks, embroidered t-shirts and acccessories.

According to Chang, the team thought long and hard on ways to create differentiation to attract consumers to visit its official Lazada store. After some discussion, Oxwhite felt there is no better way than to incorporate the biggest unifying factor among Malaysians - food.

Oxwhite's survey found that Selangor-born Malaysians were the biggest nasi lemak fans (29%), followed by those in Kuala Lumpur (16%) and Penang (12%). Meanwhile, Malaccans were 47% more inclined to choose roti canai over nasi lemak (33%) and dim sum (20%). Sarawakians, however, were 40% more likely to choose roti canai, followed by dim sum (31%) and nasi lemak (29%).

"Given that the t-shirts limited edition products and the number is small in comparison to our overall RM 20 million revenue target for 2021, this will only be starting point for our product innovation," Chang explained.

The company will rely on its social media platforms, which according to Chang has a following of more than 200,000 individuals combined, to market the shirts. Oxwhite sees its social media platforms as a valuable tool given its repeat customer rate of 58%.

That said, Oxwhite also seeks to walk the talk when it comes to creating more value for consumers. With Malaysians being in pandemic recovery mode this year, Chang said Oxwhite will not be creating more product types to encourage impulse buying. Instead, it seeks to add value to consumers' lives by innovating the current product mix to offer customers more value when they shop for basic lifestyle necessities.

Oxwhite previously collaborated with Mamee for limited edition t-shirts and bubble tea brand and The Alley for a new beverage and masks respectively. The partnerships came ahead of its launch on Shopee last December. In a previous interview, Oxwhite planned to sell 900 limited edition Mamee t-shirts and 7,000 units of The Alley masks. Chang also said then that a t-shirt will be created together with The Alley in the second phase of its partnership.

When asked about the ROI it received from these collaborations, Chang said the partnerships were carried out with the goal of creating innovations to stretch the utility of its current product mix in order to create more value to Oxwhite's customers. "They were and will continue to be introduced as limited edition products," he said.

Chang explained that Oxwhite looks at the total revenue per year when it comes to ROI calculations. The collaboration with Mamee contributed to the RM1 million total revenue Oxwhite earned from Shopee between August and December last year.

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