Development Of Branding Concept And Philosophy In Establishing Malaysian Fashion Designers At The Global Market
The paper focuses on the development of brand concept and philosophy for the purpose of enabling Malaysian fashion designers to penetrate and establish themselves in the international fashion markets. The problem of the research is the lack of new Malaysian brands in the global market besides the fe...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://eprints.usm.my/39337/1/PAPER_65.pdf |
| _version_ | 1825834031505211392 |
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| author | Abd Karim, Khairulazlan Shaari, Nazlina |
| author_facet | Abd Karim, Khairulazlan Shaari, Nazlina |
| author_sort | Abd Karim, Khairulazlan |
| collection | USM |
| description | The paper focuses on the development of brand concept and philosophy for the purpose of enabling Malaysian fashion designers to penetrate and establish themselves in the international fashion markets. The problem of the research is the lack of new Malaysian brands in the global market besides the few designers (Jimmy Choo and Zang Toi) who are already aging. The objective of the study is to produce a guideline or module that can be used by local fashion designers in preparing and developing their brands to the potential of establishing themselves in the international fashion scene. By identifying the factors affecting brand development and the segmentation of the global market, it is hoped that local designers will be able to focus their efforts to a specific target. The research methodology employs a qualitative data collection through interviews. Data analysis is carried out using Content Analysis. The conceptual framework is based on Healey’s Theory of Branding that includes five components that are positioning, storytelling, design, price and customer relationship. The expected result includes a database of local fashion designers, the identification of fashion trends in international markets, and determining the marketing strategies to venture into the global market. Benefits of the study include identifying the factors that affect Malaysian fashion designers from venturing into the fashion retailing business at international levels and the association of the demographic profile to the intention of venturing into the fashion business in Malaysia and at the global market |
| first_indexed | 2024-03-06T15:16:38Z |
| format | Conference or Workshop Item |
| id | usm.eprints-39337 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:16:38Z |
| publishDate | 2016 |
| record_format | dspace |
| spelling | usm.eprints-393372018-03-07T03:05:07Z http://eprints.usm.my/39337/ Development Of Branding Concept And Philosophy In Establishing Malaysian Fashion Designers At The Global Market Abd Karim, Khairulazlan Shaari, Nazlina NK Decorative arts Applied arts Decoration and ornament The paper focuses on the development of brand concept and philosophy for the purpose of enabling Malaysian fashion designers to penetrate and establish themselves in the international fashion markets. The problem of the research is the lack of new Malaysian brands in the global market besides the few designers (Jimmy Choo and Zang Toi) who are already aging. The objective of the study is to produce a guideline or module that can be used by local fashion designers in preparing and developing their brands to the potential of establishing themselves in the international fashion scene. By identifying the factors affecting brand development and the segmentation of the global market, it is hoped that local designers will be able to focus their efforts to a specific target. The research methodology employs a qualitative data collection through interviews. Data analysis is carried out using Content Analysis. The conceptual framework is based on Healey’s Theory of Branding that includes five components that are positioning, storytelling, design, price and customer relationship. The expected result includes a database of local fashion designers, the identification of fashion trends in international markets, and determining the marketing strategies to venture into the global market. Benefits of the study include identifying the factors that affect Malaysian fashion designers from venturing into the fashion retailing business at international levels and the association of the demographic profile to the intention of venturing into the fashion business in Malaysia and at the global market 2016 Conference or Workshop Item PeerReviewed application/pdf en http://eprints.usm.my/39337/1/PAPER_65.pdf Abd Karim, Khairulazlan and Shaari, Nazlina (2016) Development Of Branding Concept And Philosophy In Establishing Malaysian Fashion Designers At The Global Market. In: 2nd International Conference on Creative Media, Design & Technology (REKA) 2016, 26-27 September, 2016, Pulau Pinang, Malaysia. |
| spellingShingle | NK Decorative arts Applied arts Decoration and ornament Abd Karim, Khairulazlan Shaari, Nazlina Development Of Branding Concept And Philosophy In Establishing Malaysian Fashion Designers At The Global Market |
| title | Development Of Branding Concept And Philosophy
In Establishing Malaysian Fashion Designers
At The Global Market
|
| title_full | Development Of Branding Concept And Philosophy
In Establishing Malaysian Fashion Designers
At The Global Market
|
| title_fullStr | Development Of Branding Concept And Philosophy
In Establishing Malaysian Fashion Designers
At The Global Market
|
| title_full_unstemmed | Development Of Branding Concept And Philosophy
In Establishing Malaysian Fashion Designers
At The Global Market
|
| title_short | Development Of Branding Concept And Philosophy
In Establishing Malaysian Fashion Designers
At The Global Market
|
| title_sort | development of branding concept and philosophy in establishing malaysian fashion designers at the global market |
| topic | NK Decorative arts Applied arts Decoration and ornament |
| url | http://eprints.usm.my/39337/1/PAPER_65.pdf |
| work_keys_str_mv | AT abdkarimkhairulazlan developmentofbrandingconceptandphilosophyinestablishingmalaysianfashiondesignersattheglobalmarket AT shaarinazlina developmentofbrandingconceptandphilosophyinestablishingmalaysianfashiondesignersattheglobalmarket |