Corporate branding is crucial for fashion retailers, with a focus on the overall image of the company rather than just individual products. A study looked at what influences corporate brand image in the fashion retail industry in Kota Kinabalu. The research found that the physical facilities and store atmosphere have the biggest impact on how customers perceive the brand, both for local and foreign fashion retailers. This suggests that creating a welcoming and appealing store environment is key for building a strong corporate brand image in the fashion retail industry.