1.1
INTRODUCTION Local fashion is on the rise in Malaysia. Inspired by local culture and trends, fashion
entrepreneurs are paving way for their homegrown brands to become the next big thing. Infusing their own unique identity and creativity, these young upstarts are producing some high quality apparels which are on par with the international standards. Even Malaysian fashion designers have definitely made their mark on the red carpet, carving out a niche in the world of international haute couture. Besides appearing on the catwalks of Paris, Milan and New York, their designs have been worn by members of the British royal family, Hollywood stars, heads of state and other luminaries. Whether it is Michelle Obama wearing a pair of Jimmy Choo’s at her husband’s historic presidential inauguration or Lady Gaga dressed in a Bernard Chandran creation at an awards show, Malaysian fashion has become a worldwide success. Staying true to their roots, these brands regularly inject local flavor into their designs and all have stores at home. The current Islamic fashion trend in Malaysia, according to Emy Yuzliza, is prints and jubahs (a long loose Arabic robe). She expects next year’s trend (2016) to feature more blouses and trousers. Emy Yuzliza — who is organising the Moslema In Style Fashion Forward 2015 fashion show in Kuala Lumpur in November that will feature Islamic fashion designers from the UK, Europe, Turkey, Middle East, Brunei, Egypt and Indonesia — noted that Indonesian fashion is two years ahead of Malaysia, with the neighbouring country’s Islamic fashion trend comprising jackets, trousers and skirts worn over jeans. “Malaysia is more simple and modest,” she said. FashionValet and local labels like Mimpikita also feature sleeveless tops, knee-length dresses and short skirts too, besides modest pieces. Mimpikita head designer and founder Nurul Zulkifli said that modest fashion is becoming increasingly popular in Malaysia so much so that it provides an opportunity for women to be fashionable and creates a niche market for entrepreneurs.
1.2
PROBLEM STATEMENT AND ISSUES The new fashion trend in Malaysia is putting out more ready-to-wear, off-the-rack, trend-
led clothing to a wider audience. This is a bit different from what Malaysia’s fashion stalwarts Melinda Looi, Beatrice Looi and Bill Keith are doing, which tends toward highly embellished, fancy evening wear and bridal fashion. What the young designers have going for them is the internet and social media, which have broken down many traditional barriers to sourcing materials and ideas and to showcasing their work. For some local designers, Facebook and Instagram are the fastest and easiest ways to advertise and sell their collection. Digital media has been important in pushing local fashion forward, like it has for every other cultural product. But the internet cannot come up with an answer to the endless question of commerce for the fashion industry: Can Malaysian designers sell to local customers? Are Malaysian consumers willing to snap up local fashion products? Or will fashion designers have to seek fame overseas before they are taken seriously at home? For now, those who try to find and buy clothes from local designers remain a small group.
1.3
OBJECTIVES AND AIMS Objectives:
To convince the audience of high quality material used.
To get women to express themselves.
To increase the confident level and self-esteem of women in Malaysia.
Aims: 
To boost the Malaysian fashion industry.

Implement a platform for Malaysia's textile and apparel market to gain worldwide exposure, position and recognition for its unique fashion collection and stage Malaysia as the next fashion destination.
2.1
PRODUCT NAME
Mimpikita
2.2
PRODUCT CLASSIFICATION
Casual luxury meets perfection with Mimpikita, a chic local label that specializes in fun prints and summer hues to create beautifully embellished fabrics. Often juxtaposing block colours with printed fabrics, Mimpikita is a fun, creative local brand that is always full of surprises.
2.3
PRODUCT CHARACTERISTIC Product’s Type
Retail Price
Size
Bridal Collection
Not stated
Custom
Ready-to-wear Collection
MYR100 - 300
S - XXL
2.4
PRODUCT RANGE
Figure 2.1: Bottom
Figure 2.2: Top
Figure 2.3: Bridal
2.5
DISTRIBUTION
Mimpikita mainly distribute the products through:
Mimpikita’s Website : That will allow the customers to purchase the product directly through their official website.
Malaysian e-tailer (Fashion Valet - http://www.fashionvalet.com/brands/93/mimpikita) : Sells products to consumers electronically via electronic transactions on the internet.

Boutiques : They have their own boutiques where they are selling products by dealing directly with consumers rather than through intermediaries.
2.6
PRODUCT LIFE CYCLE
Figure 2.4: Product Life Cycle
2.7
THE BRAND The Zulkifli sisters (Nurul, Mira, Syera) launched Mimpikita in 2008 and have since
transformed the company into an international fashion house with bridal and ready-to-wear collections. Known for combining the highest quality materials and impeccable craftsmanship with a modern design sensibility. Creating cosmopolitan yet functional designs, their ready-to-wear collections blend traditional infuses, exquisite detailing and beautifully embellished fabrics with a modern
interpretation. Sold in their flagship store in Bangsar and on Malaysian e-tailer FashionValet and across independent boutiques in Singapore, the Mimpikita brand will officially launch in the UK in September 2015 at London Fashion Week.
2.8
BRAND IMAGE AND IMPLICATION Brand image is consequently used as a means to connect with consumers and to create
brand equity. Over the years, the Mimpikita brand has grown to represent a dynamic mix of styles that pushes boundaries, yet values tradition. The intersection between fashion and art has always been central to the DNA of the brand. Combining the highest quality materials and exquisite craftsmanship with a modern design aesthetic, asymmetric shapes and a fluid, organic quality draws the eye throughout the structure of all garments, which have all been masterfully translated from the world that surrounds the designers.
2.9
STRENGTH AND WEAKNESS Strengths:
Large fashion retailers.
Elegance and trendy.
Strong brand image.
Reputation as a brand that offers fashionable clothing with high quality material.
Weaknesses:
The product is expensive and only focusing on certain target market.
Limited product mix.
Seasonal product offering.
2.10 ADVANTAGE AND DISADVANTAGE Advantages:
Most of the collection are using minimal design.
Easy to mix and match.
High quality material.
Various color choices.
Disadvantages:
Expensive.
Lack of promotion.
Competition between other brands.
2.11 UNIQUE SELLING PROPOSITION Mimpikita clothing fit the various styles of women out there with their minimal and elegance design.
2.12 PROMOTIONAL HISTORY AND ADVERTISING SCHEDULE 1. S/S 2016 ‘A New Femininity’- Ready To Wear Spring Summer
Figure 2.5: S/S 2016 ‘A New Femininity’- Ready To Wear Spring Summer
The new collection ‘A New Femininity’ is named after its dreamlike proportions: longer hemlines and folds of sumptuous fabric combined with a palette of soft silks, linen and fluid metallics, and accented with vibrant Malaysian batik to evoke a youthful sensibility.
2. Mimpikita Pre-Spring 2015 | Press Show
Figure 2.6: Mimpikita Pre-Spring 2015 | Press Show
Launch of their Pre-Spring 2015 collection with a press show complete with ingenious foodstuff, elegant bouquets, a dash of colours from their print showcase and, a sprinkle of warm fledgling love and support from their guests.
3. Mimpikita Bridal 2015
Figure 2.7: Mimpikita Bridal 2015
A sartorial take on classic wedding dresses with exquisite designs added with elegant and romantic touches.
2.13 POSITIONING STATEMENT For the working women in Malaysia, Mimpikita is the hand-finished clothes that exude a casual luxury and refinement that delivers a modern design aesthetic because only Mimpikita provides the airy nature of the garments designed with Malaysians weather.
4.1
CURRENT CONSUMERS’ CHARACTERISTICS 4.1.1 DEMOGRAPHICS
Age
: 25 to 40 years old
Gender
: Female
Education
: All
Occupation
: Working adults
Income Range
: RM2000 and above
Allowance
: RM700 – RM 1200
Race & Ethnicity
: All races
Geographic Location
: Urban
4.1.2 PSYCHOGRAPHICS
Perception
: Aware about Malaysian fashion trends and style.
Learning
: Social media (Facebook, Instagram)
Motivation & needs
: Airy nature of the garments designed with Malaysians
weather.
Attitude & Personality: Casual luxury
Lifestyle
: Modern and passionate.
4.2
STAKEHOLDERS’ CHARACTERISTIC 4.2.1 PRIMARY
Chairman
Chairman is responsible in setting up goals and supervising company business and development with the board of directors.
Board of Directors
Directing and managing the employees to achieve company’s goals.
Shareholders
Investing money to the company in interest of a share on its profit.
Employees
Work for the company in cooperation with their directors in order to achieve company’s goals.
Consumers
Spending money for the goods produced by the company which contributes to the company revenue.
4.2.1 SECONDARY
Distributors
Provide service and good while earning from the service provided.
Media
Helps company to advertise the brands and the products to create awareness among consumers when the company willingly invests for a scheduling time.

Banks
Provides loan as funding backup to the company and as a finance agency that makes financial procedure easier.
5.1
THE INDUSTRY 5.1.1 DEFINITION OF THE INDUSTRY Local fashion is on the rise in Malaysia. Inspired by local culture and trends, fashion entrepreneurs are paving way for their homegrown brands to become the next big thing. Infusing their own unique identity and creativity, these young upstarts are producing some high quality apparels which are on par with the international standards. Even Malaysian fashion designers have definitely made their mark on the red carpet, carving out a niche in the world of international haute couture. Besides appearing on the catwalks of Paris, Milan and New York, their designs have been worn by members of the British royal family, Hollywood stars, heads of state and other luminaries. Whether it is Michelle Obama wearing a pair of Jimmy Choo’s at her husband’s historic presidential inauguration or Lady Gaga dressed in a Bernard Chandran creation at an awards show, Malaysian fashion has become a worldwide success. Staying true to their roots, these brands regularly inject local flavor into their designs and all have stores at home.
5.1.2 SHAPE OF THE INDUSTRY The current Islamic fashion trend in Malaysia, according to Emy Yuzliza, is prints and jubahs (a long loose Arabic robe). She expects next year’s trend (2016) to feature more blouses and trousers. Emy Yuzliza — who is organising the Moslema In Style Fashion Forward 2015 fashion show in Kuala Lumpur in November that will feature Islamic fashion designers from the UK, Europe, Turkey, Middle East, Brunei, Egypt and Indonesia — noted that Indonesian fashion is two years ahead of Malaysia, with the neighbouring country’s Islamic fashion trend comprising jackets, trousers and skirts worn over jeans. “Malaysia is more simple and modest,” she said.
FashionValet and local labels like Mimpikita also feature sleeveless tops, kneelength dresses and short skirts too, besides modest pieces. Mimpikita head designer and founder Nurul Zulkifli said that modest fashion is becoming increasingly popular in Malaysia so much so that it provides an opportunity for women to be fashionable and creates a niche market for entrepreneurs. Even as modest fashion appears to comprise mostly loose-cut pieces that cover the arms and legs, Malaysian interpretations of modesty in Islam are varied. Some women like FashionValet co-founder Vivy and local actress Neelofa, who has her own hijab and abaya lines, sometimes wear three-quarter sleeved tops and headscarves that don’t cover the chest, while others may insist that modesty requires longer hijabs and tops that cover up to the wrist.
5.1.3 DEVELOPMENT OF THE INDUSTRY The garment and textile industry in Malaysia faces high levels of competition from countries in the Asia Pacific region including China. The industry has managed to survive changes brought about by the end of the Multi-fibre Arrangement (MFA) under the World Trade Organisation (WTO) by moving up the global commodity chain to manufacture for the high-end sportswear market. However the global economic crisis (GEC) has brought new challenges to managers as the contraction in consumption in Europe and the US means reduced orders, factory closures and re-locations. In response, the Malaysian government has provided a package to lower the costs of industry imports to help manufacturers cope with the recession. This is not the first time the government has stepped in to support the export industry. However, the development of the apparel industry in Malaysia is closely related to the export industrialization phases of the Malaysian economy, especially since the mid 1980’s onward. The incorporation of the industry in global production networks and chains coincided with two major and inter-related development in the global and
regional economy: the ongoing economic and industrial restructuring in the West; and the emergence and development of a regional division of labour within Asia, driven by a wave of FDI from Japan and the NIE’s into the rest of Asia (see also Rasiah, 1995; Aoki, 1995). The Malaysian apparel industry managed to profit from both these trends and incorporation took place in two ways: through investments from Japanese and NIE producers (especially Taiwan, Singapore and Hong Kong) that set up manufacturing branches in Malaysian EPZs, making the country part of the triangle manufacturing arrangements that developed within Asia in the course of the 1980’s, local firms managed to develop the specific competencies and capabilities for direct CMT or OEM supply to lead firms from the West. Malaysia’s initial role in these global networks and chains was thus predominantly based on low cost assembly operations.
5.2
THE MARKETPLACE 5.2.1 CURRENT CONDITION OF THE MARKETPLACE The market place of clothing and apparel in Malaysia is intensive competitive. Most of the international brand has established their business and penetrate their brands and products into Malaysia’s market earlier or recently. Bukit Bintang is considered as the biggest fashion market with several giant shopping centers that are vibrant and frequently visited. Well-known and familiar fashion retailer such as MANGO, PADINI, ESPRIT, TOPSHOP, TOPMAN, SUB, G2000, FOREVER 21, GAP, GIORDANO and ZARA can be easily found in the area which is busy with consumer traffic. Other than that, shopping complexes like Mid Valley Megamall, One Utama, Sunway Pyramid, and The Gardens are great market place of the industry. Those complex lots and stores are always mainly occupied by fashion retailer and outlets. The places are
consistently crowded with people during weekends and holiday. From observations on the situations, market of clothing and apparel in Malaysia is seen with its great potentials.
5.2.2 CHANGES IN MARKETPLACE Strong competitions in the market are leading to more innovation and healthy growth of the industry. It is eventually stimulating the market place and boosting the economy. Although lower prices are resulted in competition, there are still concerns and risks of facing low quality production, bad shopping experience and poor customer services.
6.1
DIRECT COMPETITORS 6.1.1 JOVIAN MANDAGIE
Jovian Mandagie is an extraordinary designer who has notched up quite a reputation for himself. His line of couture designs called - Jovian Mandagie, are hot items of the upper echelons of Malaysian society. ‘Embellishments’ are Jovian Mandagie’s trademark. “It is crucial for a successful designer to have his own identity.” One can definitely spot Jovian’s Swarovski crystal embellishments in his three different lines of designs; the traditional Kebaya wear, evening/bridal wear and men’s wear. Each embellishment is selected meticulously. His choices are always subtle shades of colour. He wants to make women look and feel beautiful and bring out the best in them, intensifying their looks and bolstering their confidence.
Outlets: 1 flagship store in Malaysia, 1 store in Indonesia
Strengths: Glamorous fashion style with reasonable price
Product Range: Ready-to-wear, bridal
Unit: Per pieces
USP: Recognizable fashion style
6.1.2 ALIA BASTAMAM
The design aesthetic of Alia Bastamam brings a cool, comfortable and neoteric up-to-date culture into the glamorous and enduring idea of fashion. And it always best suits what women want. Drifting through a wanderlust composed of luscious, wispy movements of soft fabric, sophisticated risqué for subtle sex appeal, and sharp cuts and fine tailoring for a substantial dash of class. Innovating trends is one thing; orchestrating the design of a garment that lasts through the times is a more intensive understanding. Alia has made it essential that her designs are enduring and never out of style; making beautiful clothes that a woman will love forever and to pass down as heirloom. And in all that, there is always an injection of collected modernity for the fashion forward woman of today: respectable, individualistic, bold, smart, fashionably aware and womanly.
Outlets: 1 store in Damansara
Strengths: Respectable, individualistic, bold, smart, fashionably aware and womanly
Product Range: Ready-to-wear, bridal and atelier
Unit: Per pieces
USP: Classic, feminine elegance with a touch of modernity and strength.
6.1.3 INNAI RED
Innai Red is a Malaysian bespoke fashion label under the INNAI group of companies (which currently runs INNAI and NuurInnai). It was founded in 2012 and offers elegant and sophisticated evening wear under its collections: Innai Red Bridal and Innai Red Notte. Innai Red makes its elegant debut with a stunning collection of romantic flourishes and divine gowns accented with intricate embellishments and drama floor-sweeping hemlines. Driven by its design philosophy of creating a new, contemporary femininity, Innai Red presents designs that are scene-stealers yet through a quiet elegance that reflects on the stylish confidence of its owner (Izrin Ismail). Innai Red is the product of well-known batik fashion label Innai, who have dressed Malaysia’s stylish elite for the past nine-years. Innai Red was conceived in response to customers’ need for scene-stealing gowns and special-occasions wear that carries Innai’s elegant and chic aesthetic. The label is fronted by two talented names Arene P. Khairudin and Juliani Jamal. With a combined experience of studying at renown design schools, and apprentices to the best-names in Malaysian fashion, Arene and Juliani are not only equipped with creativity and skill-wise, but with a clear understanding of what Malaysians look for and how to offer it to them without compromising their design integrity.
Outlets: 1 store in Damansara
Strengths: Dominated by beautiful colours accentuated with sophisticated detailing that stays true to the label’s design philosophy.
Product Range: Ready-to-wear, bridal
Unit: Per pieces
USP: Innai Red stayed true to their roots with elegant evening dresses and signature florals.
6.2
INDIRECT COMPETITORS 6.2.1 FOREVER 21
Forever 21 is an American chain of fashion retailers with its headquarters in Los Angeles and sales of $3.7 billion in 2013. Forever 21 began as a 900 square foot store in Los Angeles in 1984, and has grown to sell their clothing lines Forever 21, XXI Forever, Love 21, and Heritage in over 600 stores in the Americas, Asia, the Middle East, and the UK. More than 60% of its apparel is manufactured in China and the average store size is 38,000 square feet. According to Adrienne Tennant, an analyst at Wedbush Morgan Securities, and Andrea Chang of the Los Angeles Times, Forever 21 is known for its trendy
offerings and its economical pricing. The company sells clothing, accessories, and beauty products for women, men, and girls. The company has been involved in various controversies, ranging from labor practice issues and copyright infraction accusations to religion.
Outlets: 7 outlets in Malaysia
Strengths: Offer huge variety of clothing to men, women and teen girls. Strong financials in terms of revenues and profits.
Product Range: Women, men and kids clothing, accessories, shoes
Price: MYR50 - 300
Unit: Per pieces
USP: The best of fashion at affordable prices
6.2.2 ZALORA
ZALORA is Asia’s leading online fashion destination. We are the largest and fastest growing fashion focused e-commerce site in Southeast Asia. Founded in early 2012, we
are present in Singapore, Indonesia, Malaysia & Brunei, the Philippines, Thailand, Vietnam and Hong Kong. Offering an extensive collection of over 500 top international and local brands and designers, our customers can shop from thousands of products across men’s and women’s fashion apparel, shoes, accessories, and beauty categories online. They offer a thirty-day free returns policy, speedy deliveries within 1-3 working days, free delivery over a certain spend, and multiple payment methods including cash-on-delivery.
Headquarters: 1 in Malaysia
Strengths: Showcases top international looks/styles.
Product Range: Women, men and kids shoes, clothing, accessories, bags, sports, watches, grooming
Price: MYR10 - 900
Unit: Per pieces & per set
USP: Consistent hunger for innovations that seeks to enable the online ZALORA shopping experience to be seamless
6.2.3 FASHION VALET
Unravel online shopping at FashionValet. Founded in 2010 with the aim of bringing the latest fashion trends to your doorstep, FashionValet is Malaysia’s first and hottest online fashion store.
They offer a wide range of ready-to-wear garments for women, accessories and handbags, from chic classics to edgy statement pieces. Proud to carry the best of Malaysia’s home-grown brands and designers, FashionValet continues to strive to bring you the hottest names in Asia. They update their selection of trendy items daily. There's always a bargain under the Sale category and they have many new features like their loyalty point system, FV Rewards, Refer A Friend and Gift Vouchers. FashionValet creates a lifestyle of convenience by simplifying your shopping experience with a fresh new look and a dedicated customer service team who can assist with your online shopping dilemmas, whether it's offering styling tips or answering your queries.
Outlets: 1 store in Damansara & online
Strengths: Stocks more than 300 brands from across Southeast Asia.
Product Range: Wide range of ready-to-wear garments for women, accessories and handbags, from chic classics to edgy statement pieces
USP: Bringing the latest fashion trends to your doorstep
7.1
7.2
7.3
STRENGTHS
High quality products
Available internationally (Singapore and London)
Consistent productivity and creativity for every new season
Fashionable and trendy
WEAKNESSES
Still being introductory and new in Malaysia
Current only one store available within Malaysia
Product launching based on the four seasons
Product is expensive and focusing in certain target market
OPPORTUNITIES
Economy growth are contributing to the high demands of consumer market
Emerging trends in the clothing and apparel markets
Innovations in information technology have increased the speed with which information travels throughout the world
Globalization has spurred greater simultaneity in fashion trends around the world; trends spread like wildfire around the world as well as in Malaysia
7.4
THREATS 
Lack of brand awareness and popularity due to low availability with only and one store in Malaysia

Difficulty of getting more market share due to competition from those competitors which has established in Malaysia earlier
8.1
MARKETPLACE RESEARCH Mimpikita’s packaging.
Mimpikita’s e-commerce destination, Fashion Valet.
The display corner is displaying the latest collection of winter season.
The cashier counter is attractive.
The staffs are ready to serve the people. They are friendly, discipline and professional.
The flagship available in Bangsar.
The designs varies from rich colours to stylish patterns.
Mimpikita’s office in London.
Mimpikita independent boutiques in Singapore.
Mimpikita’s local boutique in Damansara.
8.2
MARKET OBSERVATION
Mimpikita usually updates their new collection or promotions through social media (mostly on Instagram). Now (January 2016), they already have almost 150 thousands followers.
During the weekend period, customer increases by time to time especially during the peak hour which is 2 to 4 p.m.
8.3
ONLINE OBSERVATION
9.1
OBJECTIVE
Mimpikita is a fashion brand that celebrates its rich, artisan heritage by creating hand-finished clothes that exude a casual luxury and refinement. Also, bring the best clothing that fit the various styles of women out there with their minimal and elegance design.
9.2
PROPOSED TARGET AUDIENCE 9.2.1 DEMOGRAPHICS
Age
: 20 to 35 years old
Gender
: Female
Education
: All
Occupation
: Working women, homemakers and students
Income Range
: RM2000 and above
Allowance
: RM700 – RM 1200
Race & Ethnicity
: All races
Geographic Location
: Urban
9.2.2
PSYCHOGRAPHICS
Perception
: Aware about Malaysian fashion trends and style.
Learning
: Social media (Facebook, Instagram), blogs, magazines,
website, friends.
Motivation & needs weather.
: Airy nature of the garments designed with Malaysians
9.3
Attitude & Personality: Casual luxury.
Lifestyle
: Modern and passionate.
BIG IDEA AND ADVERTISING STRATEGY 9.3.1 BIG IDEA “Together”- Celebrating love with Mimpikita
9.3.2 ADVERTISING STRATEGY Adding values to the brand by recognizing the identity of consumers and their personality.
Figure 9.1: Mimpikita v Fashion Valet newsletter
Figure 9.2: Mimpikita was featured in The Star newspaper
Figure 9.3: Mimpikita lookbook forMimpikita Lebaran
Figure 9.4: Mimpikita lookbook for Lebaran and Pre-Spring campaign
Figure 9.5: Mimpikita featured in Hijab Fashion magazine
Figure 9.6: Promo in social media
Figure 9.7: Promo in social media
Figure 9.8: Event promotion (newsletter)
9.3.3 PRECEDENT STUDIES 
Print Ads
Figure 9.9: Forever21 Campaign
Figure 9.10: Dolce & Gabbana Women Summer 2015: Advertising Campaign

Television Commercial (TVC)
Figure 9.11: GUCCI Cruise 2012 Ad Campaign
Louis Vuitton's first TV commercial. Courtesy of Louis Vuitton. Reference: Camera shot and angle.
Figure 9.12: Louis Vuitton's first TV commercial. Courtesy of Louis Vuitton

Website

Exhibition Booth
[1]
Mimpikita’s Instagram. https://www.instagram.com/mimpi_kita/
[2]
Mimpikita’s Facebook. https://www.facebook.com/mimpikitaofficial/?fref=ts
[3]
Boo Su-Lyn. (2015). Big demand for stylish modest fashion as more Malaysian Muslim
women don hijabs. http://www.themalaymailonline.com/malaysia/article/big-demand-forstylish-modest-fashion-as-more-malaysian-muslim-women-don-hi [4]
Rosy Cherrington. (2015). Does The Hijab Have A Place At London Fashion Week?
Designers Mimpikita Prove It Does. http://www.huffingtonpost.co.uk/2015/09/23/londonfashion-week-mimpikita-hijab_n_8171190.html [5]
Watc Content Team. (2015). Inspirational Woman: Zulkifli Sisters | Founders of
Mimpikita. http://www.wearethecity.com/inspirational-woman-zulkifli-sisters-founders-ofmimpikita/ [6]
April Edgar. (2015). MIMPIKITA SS16 – London Fashion Week. http://jungle-
magazine.co.uk/mimpikita-ss16-london-fashion-week/ [7]
Eileen H. Fashion could become Malaysia’s major export.
http://www.therakyatpost.com/business/2014/05/12/fashion-become-malaysias-major-export/ [8]
Mimpikita’s Youtube.
https://www.youtube.com/channel/UCf1n0R8FjF8VzxRjAJ3hYdQ/videos [9] Three
Maisiebolton. (2016). Mimpikita: Homegrown Fashion Brand Which Is The Dream Of Sisters.
http://canadiancoinnews.com/forums/topic/mimpikita-homegrown-fashion-
brand-which-is-the-dream-of-three-sisters/

Online Survey (Google Forms)

Request for Company Profile
I have sent an email to Mimpikita to request for company profile. But unfortunately, they did not respond to my email.