Introduction

It''s undeniable how much the effortless cool and chic french style can appeal most of the people. and that for reason I've choose one of the contemporary french fashion brand to expose in this essay. French brands such as Zadige & Voltaire, Maje, Sandro, and even The Kooples have invaded different countries around the world and been successful in attracting the right target for their business, so i thought that Kuala Lumpur in Malaysia with the right strategies it could be also a successful case because is an emerging market and local people have enough money to buy. As a middle level developing country, Malaysia is 73% urban meaning that population migrant from countryside incite the economic development, according to China Business Review (Johnson, 2014) As reported by the website marketresearch.com, the Malaysian apparel retail industry had total revenues of $7.5bn in 2017, representing a compound annual growth rate (CAGR) of 8.9% between 2013 and 2017. The apparel retail market includes baby clothing, toddler clothing and casual wear, essentials, formal wear, occasion wear, and outerwear for men, women, boys and girls; excludes sports-specific clothing. The women's wear segment was the industry's most lucrative in 2017, with total revenues of $3.9bn, equivalent to 52.2% of the industry's overall value. The market's recent strong growth, fueled by increased fashion consciousness among consumers, has attracted some of the world's biggest fast fashion retailers (Marketresearch.com, 2018). Kuala Lumpur made the list of the top 10 cities to open luxury stores last year, according to the Savills Global Luxury Retail Outlook 2018 report. Malaysia and its 13 states have so many travelers offers, from beautiful islands to rain forests, is visiting by almost 26 millions tourists mostly travelling to Kuala Lumpur. This skyscraper city sheltes the world famous Petrona Twin Towers where is one of the best shopping mall of the country: Suria KLCC Asian shopping mall culture is strong and Suria KLCC is also a key tourist atraction, housing over 320 high-end retailers. That's the reason i decided to open the new The Kooples store in there (Bedford, 2018) (Wong, 2018)