We are primarily a women’s bottom wear brand
De Moza is a celebrated brand within the women’s fashion industry, has carved a distinct niche for itself by marrying style and comfort seamlessly. Offering a broad spectrum of high-quality leggings in diverse colours, prints, and patterns, along with an array of women’s clothing items, De Moza caters to the varied style preferences of its consumers. In an interview with Fibre2Fashion, Founder Agnes Raja George discusses women’s fashion industry and the company’s new product lines.
How do you see the current trends in women’s fashion evolving, and what impact do you think it will have on the industry?
There has been a growing movement towards inclusivity and diversity in the fashion industry, with a focus on representing women of all sizes, ethnicities, and body types. This trend is likely to continue, with an increasing demand for inclusive sizing, diverse models, and designs that cater to a wide range of women. Additionally, women’s fashion has become more focused on individuality and self-expression, with a shift away from rigid trends and towards personal style.
Social media platforms and influencers have played a significant role in promoting unique and diverse fashion aesthetics. This trend is likely to continue, with women embracing their individuality and using fashion as a means of self-expression. The impact of these evolving trends on the fashion industry can be substantial. Fashion brands will need to adapt to changing consumer preferences and values to remain relevant. Those that embrace inclusivity, sustainability, and technology are likely to gain a competitive edge. Additionally, the rise of social media and online platforms has democratised fashion, allowing smaller brands and independent designers to gain visibility and reach a broader audience. Overall, the industry is likely to become more diverse, socially conscious, and technologically advanced in response to these evolving trends.
What are some key challenges that the women’s fashion industry faces today, and how is your brand addressing them?
One of the major challenges in the fashion industry is the lack of size inclusivity. Many brands still have limited size ranges, which can leave a significant portion of the population feeling excluded. We address this challenge by expanding our size ranges, offering extended sizes, and embracing a more diverse range of body types in our marketing campaigns and fashion shows. The fashion industry has become known for its fast-paced trend cycles, which contribute to overconsumption and waste. We address this challenge by promoting timeless and versatile pieces, encouraging consumers to invest in quality garments that will last longer. Slow fashion movements, such as capsule wardrobes and minimalism, have gained popularity as alternatives to fast fashion. It is important for us to continually evaluate our practices, stay informed about evolving industry trends, and actively engage with our customers to meet their changing needs and expectations.
In what ways do you prioritise sustainability and ethical practices in your brand’s manufacturing and supply chain processes?
We ensure fair and safe working conditions for our workers by adhering to labour laws and international labour standards. This includes providing fair wages, reasonable working hours, and ensuring workplace safety. We implement measures to reduce waste throughout our manufacturing processes. This can include recycling or upcycling fabric scraps, implementing efficient cutting techniques, and reducing packaging waste. We create high-quality, durable products that are designed to last. This encourages consumers to invest in pieces that have longevity, reducing the need for frequent replacements and decreasing overall waste. Adopting circular economy principles also help minimise the environmental impact of the fashion industry. A recent example is our exchange offer, where we encouraged customers to exchange their old clothes for new ones, with the old clothes used for donation.
How important is inclusivity and diversity in the women’s fashion industry, and how does your brand embrace these values?
Inclusivity and diversity are of utmost importance in the women’s fashion industry. Inclusive and diverse representation allows women of all backgrounds, sizes, ethnicities, ages, and abilities to see themselves reflected in fashion. It promotes a sense of belonging and helps challenge traditional beauty standards. When women see themselves represented in fashion, it can boost their self-esteem and empower them to embrace their unique identities. Inclusive fashion sends a message that every woman is deserving of stylish and well-fitting clothing. Our consumer base is diverse, and that gives us the opportunity to tap into a wider market and cater to a broader range of customers.
We offer a wide range of sizes to accommodate different body types. This includes extended sizing options, plus-size ranges, and petite sizes. Inclusive sizing ensures that women of all shapes and sizes have access to fashionable clothing. We feature a diverse range of models in our marketing campaigns and advertisements. This includes showcasing models of different ages, and sizes, representing a variety of beauty ideals. We collaborate with influencers that advocate for inclusivity and diversity in fashion. By joining forces, we amplify diverse voices and make a positive impact within the industry. By embracing inclusivity and diversity, we not only contribute to a more inclusive and representative fashion industry but also foster a positive and empowering environment for women.
With the rise of e-commerce and online shopping, how do you see the future of brick-and-mortar retail stores in the women’s fashion industry?
The rise of e-commerce and online shopping has undoubtedly had a significant impact on the retail landscape, including the women’s fashion industry. While brick-and-mortar retail stores continue to face challenges, they still hold value and have the potential to evolve and adapt to changing consumer preferences. Integrating online and offline channels seamlessly is a strategy that creates a unified shopping experience. Customers can effortlessly browse products online, visit brick-and-mortar stores to try them on, and complete their purchase through either channel. This approach not only leverages the rising trend of e-commerce and online shopping but also equally promotes the continued relevance of physical retail stores. It is worth noting that the future of brick-and-mortar retail stores will depend on various factors, including market dynamics, consumer behaviour, and technological advancements. Different brands may adopt different strategies based on their target audience, brand positioning, and resources. Ultimately, the successful integration of physical and digital experiences will be key for brick-and-mortar stores to thrive in the evolving retail landscape.
How does De Moza differentiate itself from other women’s fashion brands in terms of comfort and style?
Our differentiating factor is our use of high-quality and comfortable fabrics that offer a great feel against the skin, such as soft and breathable materials like cotton. We offer a wide range of sizes and provide options for different body types ensuring that our customers find the right fit. We focus on designing versatile pieces that are both stylish and practical. We offer clothing that can be easily dressed up or down, mixed and matched, or worn across different seasons allowing customers to create various looks and get more mileage out of their wardrobe. We pay attention to the little details that make a big difference in comfort and style. This includes features like comfortable waistbands and thoughtfully placed pockets that enhance functionality and aesthetics. We tap on latest fashion trends and translate them into comfortable and wearable styles, which allows customers to stay stylish while enjoying the comfort and ease of the clothing.
Could you tell us more about the materials used in your leggings and how they contribute to the comfort factor?
We make cotton and viscous leggings. Cotton is a natural fibre known for its breathability, softness, and comfort. It allows air to circulate, keeping the skin cool and reducing the risk of irritation. Cotton leggings can provide a comfortable and cosy feel, especially in casual and everyday wear. Viscose leggings are known for their comfort and versatility. They have a smooth and silky feel, making them pleasant to wear against the skin. The fabric is also lightweight and breathable, allowing for good airflow and moisture absorption. One of the benefits of viscose leggings is their stretchiness. The fabric has natural elasticity, which allows it to conform to the body’s contours and provide a comfortable fit.
How do you choose the colours and patterns for leggings? How do you ensure the perfect fit?
The choice of colours and patterns for leggings can be influenced by various factors, including current fashion trends, customer preferences, and brand identity. We consider factors such as seasonality, versatility, and market research to determine which colours and patterns will resonate with the target audience. For example, vibrant colours and bold patterns can make a statement, while neutral colours or classic patterns may offer more versatility. Achieving the perfect fit for leggings involves careful consideration of several factors like stretch, recovery, and thickness of the fabric. We consider fabrics with good elasticity and shape retention to ensure a snug yet comfortable fit that moves with the body. Waistbands, seams, and leg lengths are design elements that contribute to fit and comfort. We use elastic waistbands, flat seams, and thoughtful construction techniques to enhance the overall fit and prevent discomfort or slipping. We conduct a rigorous quality check and wear tests to evaluate the fit and comfort of our leggings on different body types and in various activities. Feedback from wear testers helps us identify any areas for improvement or adjustments needed to achieve a better fit.
What other types of clothing and accessories does De Moza offer?
We are primarily a women’s bottom wear brand. We offer a wide range of clothing and accessories designed to cater to different preferences and styles. Here are some insights into the types of clothing and accessories you can expect from De Moza:
• Cigarette Pants: De Moza offers cigarette pants, which are slim-fitting trousers that taper down to the ankle. These pants provide a sleek and tailored look, suitable for both formal and semi-formal occasions.
• Culottes: Culottes are wide-legged, knee-length or calf-length pants that resemble a skirt. De Moza offers culottes in different fabrics and styles, providing a trendy and comfortable option for various settings.
• Straight Pants: De Moza’s collection includes straight pants, which have a straight cut from the hip down to the hem. These pants offer a classic and versatile silhouette that can be dressed up or down for different occasions.
• Jeggings and Denims: In addition to leggings, De Moza offers jeggings and denim pants. Jeggings combine the stretchiness of leggings with the appearance of jeans, providing a comfortable and stylish option. Denim pants from De Moza are designed to offer a flattering fit and durable construction.
• Lounge Wear: De Moza also provides lounge wear, including comfortable and relaxed bottoms such as lounge pants and joggers. These pieces are designed for casual and leisurely activities, offering comfort without compromising on style.
• Shorts: De Moza offers shorts in various lengths, styles, and fabrics. Whether it is denim shorts for a casual look or tailored shorts for a more polished appearance, our collection caters to different preferences and occasions.
• Skirts: De Moza offers a range of skirts, including A-line skirts, pencil skirts, maxi skirts, and flared skirts. These skirts come in different lengths and designs, allowing women to express their personal style while maintaining comfort.
• Pants: Our pants collection includes a variety of options such as wide-leg pants, cropped pants, and high-waisted pants. These pants are designed to offer style and comfort, making them versatile for different outfits and settings.
Can you share some insights into the design process of your products?
Our design process includes the following steps:
• Inspiration and Research: The design process usually begins with inspiration and research. Designers gather information from various sources such as fashion trends, historical references, art, nature, and customer preferences. They explore different concepts and ideas to create a foundation for their designs.
• Concept Development: Based on the inspiration and research, designers start developing concepts for their collections. They sketch or create digital renderings to visualise their ideas and explore different silhouettes, colours, patterns, and details.
• Fabric Selection: Once the initial concepts are established, designers choose suitable fabrics that complement their designs. They consider factors such as the desired drape, texture, weight, and durability of the fabric, aligning them with the overall concept and functionality of the garments.
• Pattern Making: Pattern making involves creating the blueprint of the garment. Designers or pattern makers develop patterns based on the sketches and measurements, considering the desired fit and style. These patterns serve as a guide for cutting and sewing the fabric.
• Sample Creation: After the patterns are made, sample garments are created to bring the designs to life. Skilled technicians or sample makers cut and sew the fabric according to the patterns, ensuring that the fit, proportions, and details are accurately represented.
• Fit Testing and Refinement: The sample garments are fitted on models or mannequins to assess the fit and make necessary adjustments. Designers and fit technicians analyse the garment’s look, comfort, and functionality, and iteratively refine the designs to achieve the desired fit and aesthetic.
• Production: Once the final designs and fit are approved, the garments move into production. Production teams mass-produce the designs in the chosen fabrics and sizes. Quality control processes are implemented to maintain consistency and ensure that the finished products meet the brand’s standards.
What steps do you take to ensure the durability and longevity of products?
High-quality fabrics and materials are the foundation for creating durable products. Hence, we often choose fabrics with good strength, durability, and resistance to wear and tear. Additionally, considering factors like colourfastness (the ability to retain colour after washing), shrinkage resistance, and pilling resistance can contribute to the longevity of the product. We implement rigorous quality control measures throughout the production process. This includes inspecting fabric quality, conducting tests for durability, colourfastness, and other performance attributes, and assessing the overall construction of the product. Testing may involve subjecting the products to simulated real-world conditions, such as wash tests, abrasion tests, or stretching tests. Paying attention to construction techniques, such as reinforced seams, double stitching, or bartack reinforcements in high-stress areas, can enhance the durability of products. Careful attention is given to details like zippers, buttons, and other hardware to ensure their functionality and longevity. We typically provide clear care instructions for our products, guiding customers on how to properly clean, maintain, and store the items. These instructions help customers prolong the life of their products by minimising damage caused by improper care practices. We value customer feedback and use it to continually to improve the durability and quality of our products. Additionally, we provide customer support to handle any concerns related to the durability of our products, assisting customers in resolving any related issues.
Are there any unique services or features offered exclusively at De Moza Stores that customers cannot experience online?
In-store, customers may have the opportunity to receive personalised styling advice from knowledgeable staff who can help them find the perfect outfits or suggest styling options based on their preferences and body type. Stores offer fitting rooms and provide alteration services to ensure the best fit for customers. Our stores sometimes offer exclusive collections or limited-edition items that are not available online. This encourages customers to visit the store to explore unique product offerings and have a sense of exclusivity.
We host events, or fashion-related activities in our stores to engage customers and create a sense of community. These events can range from fashion shows to styling workshops and collaborations with influencers. Our stores often run exclusive promotions, discounts, or loyalty programmes that are specific to their physical locations. This encourages customers to visit the store and take advantage of these offers.
How do you use customer feedback to improve your products and provide a better shopping experience?
We gather feedback from customers regarding the design, fit, comfort, durability, and overall performance of our products. This feedback helps identify areas for improvement and guides in making necessary changes. It sometimes leads to adjustments in design details, fabric choices, construction techniques, or other aspects of the product to address customer concerns or enhance the quality and functionality. Customer feedback also provides valuable insights into customer preferences, demands, and emerging trends. We use this feedback to inform our product development team, customers’ desires for new styles, features, or categories. Understanding our customers’ needs and desires aids us in introducing new products that better align with our target market. We also value feedback related to the shopping experience, which encompasses interactions with store staff, website usability, the checkout process, delivery, and returns. Such feedback helps us identify areas for improvement in the customer experience, whether that involves streamlining processes, addressing customer concerns more effectively, or providing clearer and more accessible information. We have adopted a mindset of continuous improvement, using customer feedback as an ongoing source of insight and learning.
Could you tell us about any upcoming initiatives or future plans for De Moza, such as new product lines or expansion into new markets?
We are thrilled to reintroduce Denims and also introduce Workwear into our collection, driven by our passion for delivering quality garments that cater to diverse needs. Our upcoming line of denims will offer a timeless appeal, featuring a variety of cuts, washes, and styles to suit individual preferences. From classic jeans to versatile denim jackets, our collection aims to provide stylish and comfortable options for all occasions. In addition to denims, we understand the significance of workwear in various industries. Our new workwear line has been carefully designed to combine functionality and durability. With a focus on practicality, our collection will include trousers. These garments will be crafted with attention to detail, utilising sturdy fabrics and incorporating functional elements to ensure they meet the demands of the workplace. The reintroduction of denims and the introduction of our workwear line are the result of meticulous planning and research. We have closely examined industry trends and valued customer feedback to create products that go beyond expectations. Our dedicated design team has worked tirelessly to deliver premium garments that align with our customers’ evolving needs. Our aim is to empower individuals to embrace their personal style while providing them with the confidence and functionality they require. We are committed to maintaining our high standards of quality, style, and customer satisfaction. We invite everyone to stay tuned for the launch of our Denims and Workwear collections. We are excited to present exceptional garments that enrich your wardrobe and cater to your daily needs.
