As previously stated, colour has different implications depending on culture. This should be of interest to international fashion marketers if they want to avoid possible blunders. For instance, when a watersports company tried to sell its products in Malaysia it failed, because their main colour, green, frightened the locals who were associating it with danger and illness (Giordano 2016). Another relevant example is the bridal colour for dresses, where in the West, the colour for the brides is white while in the East (Asia) the colour is red (white is used for grieving during funerals).