Case Study : The dUCK Group / Nur Munirah Mustafa

dUCk Group was founded on May 5 th 2014 in Malaysia by the famous fashion blogger and icon, Vivy Sofinas Yusof and her husband, Fadzarudin Shah Anuar. The business is primarily focused on its success as an online fashion retailer (The dUCk Group, 2017). dUCK's main product line is scarves, which vary from simple to highly colourful and exotic designs. They also have cosmetics, stationery, home & living goods, and handbags (The dUCK Group, 2017). dUCk arose from a passion for well-branded scarves. In its quadrant, dUCk placed itself as an aspirational brand, with almost no competition.
dUCk wants to send the message that wearing scarves should be a celebrated act among women, whether Muslim or not, to the modern city girl. The dUCk brand is centred on a character called D, and the evolution of dUCk is inextricably linked to Datin Vivy’s life and adventures, which are depicted in illustration form. She positioned itself as a budget-friendly luxury lifestyle brand for the modern city girl who is stylish, playful, and classy (Abdul Aziz, 2016). The brand, which is known for its exclusive prints, stunning embellishments, and limited-edition designs, often causes a fever among fans and followers whenever a new collection is teased, which sometimes sells out in minutes.