BRAND PREFERENCES IN MUSLIMAH FASHION INDUSTRIES: AN INSIGHT OF FRAMEWORK DEVELOPMENT AND RESEARCH IMPLICATIONS

Abstract

Purpose: The purpose of this research is to have better insight regarding come out with a conceptual framework in studying the brand preference in Islamic Muslimah fashion industry development.Muslimah fashion industries are areas that have attracted attention, especially after the recent wave among brand endorser such an artist increases their level of awareness towards the religious and affected way of their attire. This study highlights a significant shift in consumers' behavior regarding brand preferences and investigates the motives behind such moves.  Methodology: This paper explores the three independent variables and gathers findings from qualitative data through the literature on factors influencing customers' preferences for Muslimah fashion.Future branding empirical research would include these elements as items in building up the survey instrument.  Results: The results show that uniqueness, price, and celebrity endorser are among the determining factors that influence customers' preferences in making decisions.   Implications: Understanding customers' preferences on Muslimah fashion are crucial for a company that operates in fashion industries due to such a highly competitive industry and rapid change on taste and preference. Having a good understanding of the real motives behind customers' preferences on Muslimah fashion will help the business organization to understand customers better.These results will eventually be used for developing a conceptual framework to be used for future empirical research.