Humanities & Social Sciences Reviews eISSN: 2395-6518, Vol 7, No 1, 2019, pp 209-214 https://doi.org/10.18510/hssr.2019.7125 209 |www.hssr.in © Amer et al. BRAND PREFERENCES IN MUSLIMAH FASHION INDUSTRIES: AN INSIGHT OF FRAMEWORK DEVELOPMENT AND RESEARCH IMPLICATIONS Afizan Amer, Siti Hajar Md. Jani, Irwan Ibrahim * , Noor Azam Abd Aziz Universiti Teknologi Mara, Rembau, Negeri Sembilan, Malaysia * irwan623@uitm.edu.my Article History: Received on 02 nd January, Revised on 30 th March, Published on 15 th April 2019 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. Keyword: Brand preference, Muslimah fashion, branding, customers’ preferences, framework development INTRODUCTION Through rapid developments in a modest fashion that are also known as Islamic Muslimah fashion and takes inspiration from the more modest way devout Muslim women dress, Alserhan (2010). Thinking covered hair, flowing lines and a riot of color inspired by African, and Asian and Arab heritage. The identity of Islamic fashion industries has been rebranded as modest fashion is a recognition that its appeal transcends women of faith, Pink (2009). In some circles, it is seen as revolutionary. Feminists' researchers think it will dismantle the patriarchy. Through the industrial development, it will banish Islam phobia, and doomsayers think it will be the end of western secularism. Certainly, modest fashion is a coming revolution in the fashion industry as a part of branding but one that will leave crucial parts of society intact. To understand why this revolution will disappoint, the paper first tries to understand why it is revolutionary. The relation between brand and fashion in Islamic Muslimah fashion is highly sexualized. There is a very particular view of women's bodies that are sold as desirable and fashionable. Modest fashion doesn't opt out of that paradigm while it brings with it, its own sets of rules but it does change it. According to the previous article by offering diverse ways to be fashionable and by proving that women aspire to look well-dressed outside of the received views of what is fashionable. Women who now find that high street fashion isn’t built with them in mind but older women, those with plus -size bodies, those who simply don’t want clothes that fixate on their curves will keen in finding that the desire to tap into the market of Muslim women will also lead stores to cater to their needs too (Temporal, 2011; Duru and Chibo, 2014; Purnama, 2014; Dim and Ezeabasili, 2015; Wang and Lu, 2016; Nazal, 2017; Taqi et al., 2018). Islamic Muslimah fashions branding evolve and not only find favors with women who appreciate flowing lines and covered hair, regardless of religion, but it will also lead to a more segmented fashion market, Sandıkçı (2011). Much previous research