Why was the Spiderman costume initially embarrassing for Fakhrul Fahmie?

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Fakhrul Fahmie Initially Felt Embarrassed Wearing the Spiderman Costume Due to Public Visibility

Fakhrul Fahmie Ishak initially experienced embarrassment when wearing the Spiderman costume because he felt exposed to public view as people passed by. This initial discomfort, however, transformed into excitement as the costume proved to be an effective strategy, significantly boosting business for his brother's burger stall. The decision to adopt this unique marketing approach was spontaneous, driven by the need to differentiate their offerings in a crowded market.
Public Scrutiny and Initial Discomfort

The primary reason for Fakhrul Fahmie's embarrassment stemmed from the public nature of his role. As he stood by the roadside wearing the full Spiderman costume, he felt self-conscious about being seen by everyone passing by. This feeling of exposure was a significant hurdle for the 18-year-old, who was helping his brother's venture while awaiting his SPM examination results.
A Creative Strategy for Business Growth

The Spiderman costume was purchased online for RM100 in early December as a creative business strategy. The brothers, Ahmad Ridhuan Ishak and Muhammad Syukri Hakim Yacoob, recognised that the burger stall market was highly competitive. To stand out, they conceived the idea of using a costumed character to attract customers.
Transformation into a Business Asset

Despite the initial embarrassment, the costume quickly became a valuable asset for the stall. Fakhrul Fahmie observed that customers, including children, were drawn to the Spiderman character, often stopping to take selfies. This interaction provided an opportunity for him to promote their special "Spiderman Square Burger," turning potential embarrassment into a successful customer engagement tool that demonstrably increased sales.

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Why was the Spiderman costume initially embarrassing for Fakhrul Fahmie?

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