Executive Summary
Fesyen Rasa Sayang is a fashion retailer that was founded in 2009 with the basis of providing the best Muslimah apparel for both traditional and modern.
Our collection is targeted for Muslimah women of all generations, right from the modest yet modern clothing suitable for festive and social events. The garments are designed and greatly consider the fancy of every Malaysian woman in terms of pricing and quality.   
1.1 The Concept
Fesyen Rasa Sayang introduces itself as the Malay contemporary fashion retailer that will always stay in step with fashion trends by altering and adapting to varying tastes. We respect the culture of Malay women’s dressing standards and we understand their needs to keep up with the constant evolving fashion trends of the present generation.
Fesyen Rasa Sayang recognises how competitive the market can be and will minimize the competition by targeting specific niches. We make it a point to be the first in providing customers up-to-date fashion in variety and choice. 
What sets Fesyen Rasa Sayang apart from its competitors is that we have great emphasis in providing up to date fashion with affordable prices. Customers are able to find clothing with quality and good value and affordable clothing from us.
We strive to give our customers the best shopping experience with Fesyen Rasa Sayang not only with the products offered but in terms of service and in-store ambience. Our sales team will be well trained to effectively serve customers and instil customer loyalty. The store creates a comfortable atmosphere to shop in where it is well lit and has bright and cheerful colours.
1.2 Mission
Enable customers to purchase Muslimah apparel at the good value at affordable pricing range.
1.3 Objectives
1. To make Fesyen Rasa Sayang the go-to store for affordable, good value, and fashionable Malay women apparel. 
2. To make Fesyen Rasa Sayang preferable online shopping platform.
1.4 Vision
Fesyen Rasa Sayang’s vision is to become “Fesyen Muslimah Mampu Milik No.1” in Malaysia.
1.5 Core Value
  • Customer first
  • Gratitude
  • Responsibility