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New Straits Times

FOOTER sets new standards

KUALA LUMPUR: TAIWANESE sock brand FOOTER has stepped into Malaysia's competitive retail landscape with a bold claim that footwear comfort and hygiene can be engineered with science. Distributed exclusively in Southeast Asia by a Malaysian team since 2022, FOOTER is positioning itself as a performance-driven solution provider rather than a simple apparel brand. Using proprietary antibacterial technology, FOOTER socks aim to address issues like foot odour, sweat and support, particularly among active, sports-loving Malaysians. "FOOTER is not a fashion statement, it's a functional solution," said Lee Wan Yang, marketing manager of FOOTER Malaysia. "We're here to solve real problems that Malaysians face every day, especially in a hot and humid climate." FROM ONLINE TO PHYSICAL PRESENCE The brand first entered the market via Shopee and TikTok, building awareness through digital channels. In January 2024, Footer opened its first brick-and-mortar store to provide a tactile retail experience for consumers."Digital platforms are great for brand discovery, but we found that Malaysians still value being able to physically experience our products," said Lee. BACKED BY SCIENCE What distinguishes FOOTER from conventional socks is its embedded antibacterial technology, developed using Japanese innovation. Unlike charcoal or bamboo socks that are chemically treated after production, FOOTER integrates its antibacterial function directly into the fabric yarn. Each pair of FOOTER socks consists 75 per cent antibacterial material and 25 per cent spandex, and remains effective even after 100 washes. "There's a clear difference between us and other so-called 'antibacterial' socks. Ours are built to last," Lee explained. The socks are also designed with airflow-enhancing features, reducing heat and moisture build-up, which are common concerns among sports enthusiasts and professionals who are on their feet for long hours. BRAND COLLABORATIONS AND CONSUMER ENGAGEMENT FOOTER has also been proactive in building brand awareness through strategic intellectual property collaborations with Warner Bros, launching limited-edition collections featuring key elements from the Harry Potter and Tom & Jerry franchises. "These collaborations help us reach new customers and encourage product trials through the lens of nostalgia and fandom," Lee said. The company also runs aggressive sampling campaigns, partnering with affiliates and content creators to distribute socks and gather testimonials. One such customer, a Malaysian working in Brazil, was so impressed that he pledged to bring the product to Latin America. "We've found that real user feedback is more convincing than any advertising. Malaysians want to see results from someone they trust," said Lee. PREMIUM PRICING, VALUE-DRIVEN PROPOSITION Retailing at RM39 per pair, FOOTER socks are priced above typical mass-market options but well below other performance sock brands, some of which retail for over RM100 per pair. To bridge the value perception gap, FOOTER offers a 60-day money-back guarantee. "If you try our socks and they don't resolve your foot odour or comfort issues, we'll refund your money, no questions asked," Lee said. He said consumers, especially those facing recurring issues such as foot odour or ankle strain, are beginning to shift away from low-cost, fast-fashion socks. OPERATIONAL DISCIPLINE AND EXPANSION PLANS FOOTER's operational model includes strict quality checks upon the stock's arrival. All shipments are inspected for defects before reaching the shelves. The Malaysian team works closely with the Taiwan headquarters on product development to cater for locals. For example, Malaysian consumer data revealed strong demand for ankle support and breathable materials, which have since been incorporated into FOOTER's new designs. "Design sells first, but functionality is what builds loyalty," Lee said. DRIVING MARKET EDUCATION Educating Malaysian consumers about the value of functional socks remains one of the brand's biggest challenges, said Lee. "There's still a lack of awareness. Many consumers think it's normal to suffer from sweaty or smelly feet after sports. They don't realise a pair of properly engineered socks can prevent these issues." Lee, an avid badminton player himself, said FOOTER socks have eliminated his post-game discomfort and the need for foot part of its mid-year campaign, FOOTER is ramping up promotions, including a contest with a trip to Bangkok as the grand prize. "We're not just selling socks; we're building a new standard for footcare in Malaysia," Lee added.