Malaysian Online Entrepreneurs Urged To Understand Western Marts, Culture

By Siti Shafiah Ariffin KUALA LUMPUR, March 30 (Bernama) -- Malaysian online fashion entrepreneurs should understand the Western market and culture before trying to penetrate it. Haute Hijab Chief Executive Officer, Melanie Elturk, said the online entrepreneurs, especially those who wished to enter the modest fashion industry, needed to understand the way the Westerners dressed, aside from understanding the market. "They prefer comfort wear and the functions they attend. "Online entrepreneurs need to understand the Western market's demographics because it can be very different according to their geographical locations," she said. Elturk said this to Bernama after delivering her keynote address at the Asia Islamic Fashion Week (AIFW) forum, entitled 'Synergy in Interaction: Where Faith Meets Fashion', here Thursday. Also present were Malaysian icon and television host Mizz Nina and Indonesian designer Dian Pelangi. Elturk said online entrepreneurs should conduct their research beforehand, since cultural differences, as well as weather and seasons, would influence fashion choices. "If it's winter then they would need thicker hijab, and during summer they would need thinner materials to cope with the hot weather. She said demand for Islamic fashion, especially in the Western world, was huge, but the options were limited. "I'm optimistic the demand will always be there, especially if the entrepreneurs provide authentic and high quality fashion to the customers," said Elturk, adding that Haute Hijab was the first US hijab brand to go online. Haute Hijab was launched in 2010 and it became one of the largest US brands in modest fashion with the mission to empower hijab-wearing women of the world. The AIFW 2017, from March 30 to April 2, 2017, is an Islamic fashion trade show. It is supported by Ministry of Federal Territories, Malaysia External Trade Development Corp and SME Corp Malaysia. -- BERNAMA