Development of branding concept and philosophy in establishing Malaysian fashion designers at the global market

• Main Authors: Abd Karim, Khairulazlan, Shaari, Nazlina
• Format: Conference or Workshop Item
• Language: English
• Published: 2016
• Online Access: http://psasir.upm.edu.my/id/eprint/66990/1/Reka2016-4.pdf; http://psasir.upm.edu.my/id/eprint/66990/

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...