A key insight gleaned from the 2023/24 State of the Global Islamic Economy Report is that modest fashion styles are starting to gain a mainstream appeal, with even mainstream retailers like BooHoo or REDTAG releasing their own modest wear outfit lines.
This suggests that modest wear brands may no longer need to distinguish themselves as such in order to connect with potential customers, as the mainstream gradually accepts modesty as a norm in female clothing rather than solely the domain of minority groups such as Muslimahs or Orthodox Jewish women.
Social media platforms like Instagram, TikTok, and Pinterest continue to be powerful tools for brands to showcase their collections, engage with consumers, and build brand loyalty. This is especially true for mainstream consumers who are new to the modest fashion industry and searching for answers to questions such as “where can I buy modest dresses?” or “how do I wear a hijab/headscarf?” on such platforms.
Online platforms like Modanisa, Hijup, and Haute Hijab have similarly created a global marketplace for modest brands, enabling them to reach a wider audience and cater to niche markets. This has empowered Muslim or modest wear consumers who live in areas where they’re the minority, allowing them to purchase modest wear no matter where they are in the world.
To leverage digital transformation, brands should invest in user-friendly e-commerce platforms, create engaging social media content, and collaborate with influencers (whether specifically Muslim or generally modest) to reach a wider audience.
Sustainability and ethics in modest fashion
As consumers become more environmentally and socially conscious, sustainability and ethical considerations are likewise gaining prominence in the modest fashion industry. Brands like Mayada and Aab are leading the way by using sustainable materials, ethical sourcing practices, and transparent supply chains in their modest clothing lines.
To appeal to conscious consumers, brands should prioritise sustainable materials like organic cotton, linen, and Tencel, adopt fair labour practices, and reduce their environmental impact. By embracing sustainability and ethics, brands can differentiate themselves in the market and attract a loyal customer base.
In addition to strengthening their digital reach and sustainability standards, brands can also consider moving into up and coming modest wear markets to capitalise future trends:
1. Indonesia
As the country with the world’s largest Muslim population and a burgeoning middle class, Indonesia has always been a viable target for modest wear brands looking to capture new audiences. The country’s modest wear market has only strengthened in recent years, reflected in recent developments such as:
- Indonesian hijab brand Elzetta entering the Indonesian Stock Exchange (IDX) with an IPO of IDR 170 billion – making it the first Muslim modest fashion retailer to be listed on IDX;
- Popular Turkish modest wear brand Modanisa looking to launch a dedicated Indonesian site in the near future;
- A notable 30% increase in demand for modest clothing during the 2023 Eid peak selling season;
- And the Indonesian Trade Ministry mobilised all 46 foreign trade offices to promote Indonesia Modest Fashion Week (IMFW), signalling larger state-backed support for the industry.
To succeed in this competitive market, brands should focus on offering a wide range of styles, sizes, and price points to cater to different consumer segments and distinguish themselves from homegrown Indonesian brands.
2. United Arab Emirates (UAE)
The UAE's cosmopolitan population, strong economy, and tourism industry have continued to fuel a strong demand for luxury modest fashion. Dubai, in particular, has positioned itself as a global fashion destination, hosting renowned events like Dubai Modest Fashion Week.
With a high concentration of high-net-worth individuals and a growing appetite for exclusive, high-end products, the UAE presents a lucrative market for premium modest fashion brands. Brands aiming to compete in this market can focus on the luxury aspect of modest wear, be it through high-end fabrics and materials or by producing designs that are suitable for more formal events, such as luxury wedding outfits.
3. Nigeria
Nigeria's large Muslim population, young demographics, and increasing urbanisation have created a dynamic and rapidly growing market for modest fashion. Nigerian Muslimahs are increasingly seeking chic, affordable clothing that aligns with their cultural values and personal style while being inspired by global modest fashion trends.
To cater to this market, brands should focus on offering a diverse range of stylish, comfortable options that appeal to young, fashion-conscious consumers. At the same time, brands should take the country’s domestic fashion and cultural trends into consideration and can consider creating styles that incorporate local patterns or silhouettes.
4. United Kingdom (UK)
The UK's multicultural society and growing Muslim population have fuelled the demand for modest fashion that caters to diverse cultural backgrounds and personal styles. British consumers are increasingly seeking modest clothing that is both fashionable and functional, with a focus on quality, comfort, and versatility.
Though there are several high-profile UK-based modest wear brands, many consumers are now looking to international retailers for specialised options such as active wear or swimwear. Brands hoping to enter this market can consider showcasing niche styles, cultural clothing, or high-performance materials.
Modesty is a gamechanger for the fashion industry
By incorporating upcoming trends and analysing customer demographics in these four growing markets, modest wear businesses in Malaysia can tap into the immense growth potential of the global modest fashion industry and establish a strong presence in key regions.
Through understanding the unique cultural nuances, consumer preferences, and market dynamics of each country, brands can tailor their fashion marketing strategy to resonate with local audiences and achieve long-term success.
The art of marrying modest elements with mainstream trends gives brands the opportunity to be creative and address untapped needs all over the world. While mainstream labels catch up, why not fill the gaps today?
