The dUCk Group revamps store with playhouse concept

Malaysian fashion brand the dUCk Group has rolled out its newly revamped and relocated dUCk store touting a playhouse concept. Located at Pavilion Kuala Lumpur, the store was specially designed to create immersive, visually appealing experiences for its customers with its playhouse elements. Among the features include the iconic dUCk’s scarf library, the UnderdUCk showcase, a fully blossomed purple Sakura tree, an elevated ready-to-wear section, and phone booth-inspired fitting rooms, among others.

Additionally, the curated store features such as the pushcart cashiers and customised dUCk claw machine allow customers to have fun, while winning dUCk merchandise at the claw machine. Prioritising customer accessibility above else, the Pavilion Kuala Lumpur store piloted a new in-store feature that enables customers to reorder out-of-stocked items in-store, and purchase at the counter. They can then later opt for a later pickup date at the store or arrange for standard express delivery. According to dUCk, this omnichannel integration saves the hassle of travelling and checking at the different dUCk stores. 

“This store truly holds a special place in our hearts as this was dUCk’s very first physical store! Six years flew by so quickly, yet this would not have been possible without the hard work from our team, and most importantly, our beloved dUCkies continuous support and encouragement," Vivy Yusof, co-founder of The dUCk Group, said.

As the brand continues its journey of growth, it wanted to offer a game-changing experience for its customers beyond a beautiful store. As such, this desire inspired the brand to reimagine the retail experience it wanted to deliver for its customers, a "larger-than-life modest fashion playground," Yusof added. A+M has reached out to the Group for additional information.

Meanwhile, on the marketing front, former head of digital, CRM and partnership for TGV Cinemas, May Phuah, joined The dUCk Group as its head of marketing in September 2021. With over 20 years of online and offline marketing, business development, and partnership experience under her belt, Phuah said on LinkedIn then that she has seen what it takes to thrive in the eCommerce business and customer industry.

Prior to joining The dUCk Group, Phuah was TGV Cinemas' head of digital, CRM, and partnership for three years. During her time there, she led a team of 10 members and managed all corporate marketing functions with an annual budget, which includes product/store launch, collateral, advertising, branding, events, digital initiatives, and improvement projects, her LinkedIn said. 

Separately in September 2021, the dUCk group teamed up with Hasbro for a limited-edition MONOPOLY board game, as well as a collection of scarves and fashion accessories such as bags and keychains. According to Yusof then, the company is the first Malaysian and modest fashion brand globally to partner with Hasbro on its Monopoly series.

Through the game, Vivy sought to inspire individuals to discover and chase after ambitions while cherishing friends and family. "This is not just a nod to diversity but a meaningful representation for the hijabi community", she added then. 

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