**4.2 The importance of creativity and innovation in the production of the Muslimah fashion among the Malay Muslim women entrepreneurs of the middle class in Selangor**

Most of the informants viewed that creativity and innovation are significant aspects in the production of any design of the Muslim fashion. These two elements are interconnected and crucial to attract customers and publicise the products either at the national and global market.

*"Creativity and innovation in fashion are the factors that could attract customers to buy our products. If there are no such both creativity and innovation, the collection is not in line with the trendy fashion that being implemented by other competitors. Both are important in Muslim fashion due to customers' demand, and they always request the different and unique designs for daily and occasion dress" (I1).*

*"The creativity and innovation are interrelated elements. Creativity can be described as a simple thing that attract others. Creativity also should be applied by fashion designers or people who involve in the Muslim fashion industry. They always have ideas in producing a product. So, from such creation and unique ideas it could improve the innovation of the product to be accepted in the market. The element of creativity and innovation are important in the creation of dressing and hijab designs" (I2).*

*"Both creativity and innovation are the most important elements in the production of fashion design. The creativity in the collection could help to increase selling and retail in which these are very much dependent on the design that has been produced" (I3).*

*"The creativity is an important part of fashion. Innovation is a process of implementing creativity in the different way in line with the latest design and trends. With the creative design, it could attract customers to buy the product" (I4).*

*"Creativity is a talent that has been given by Allah SWT. It can also be learnt. I have no basic knowledge about fashion and have never studied in the university or any other learning institution. But I have learnt Muslim fashion from personal experiences. This element is very important in the Muslim collection, and this could be the reason why we promoted our products" (I5).*
