Why Brands Are Missing the Mark with A Modest Audience
For those who are unaware, finding stylish clothing well fit for Muslim women and/or those who choose to dress modestly is not a simple task. And while there are brands beginning to insert themselves within the conversation of cultural movements and diversity by creating product tailored to this demographic, they seem to be overlooking a key factor; product development does not mitigate the true needs of diverse consumerism, especially as it relates to Islamic and modest attire.
Today’s societal image of Islam and fashion leads many to believe that Muslim women are prohibited from expressive creativity through fashion, due to certain dressing restrictions. In reality, Muslim women actually have a strong desire to dress stylish, just as anyone would, however their options have been drastically limited. And although few companies have attempted to include modest or Islamic appropriate pieces in their collections, the lack of modern-day versatility offered is beginning to leave these consumers questioning if their opinions and needs prior to production are even considered.
Dolce & Gabbana was one of the first luxury fashion brands to create clothing exclusively for Muslim women. While the pieces were elegant, they missed the mark on fashion needs, to develop versatile and optimized styles within a tangible price point.
That said, many consumers have opted to shop from large retailers such as Macy’s, Nordstrom and Forever21, where multiple clothing options are readily available, or search for lines specifically created by Muslim designers. Granted, these designers are typically smaller in notoriety, however, they’ve proven to have a better understanding of the fashion preferences desired, and common want for more modern, up-to-date pieces.
‘Louella’, developed by Olympic fencer, and hijabi, Ibtihaj Muhammad, is a designer doing it well! Her line was developed as an alternative for Muslim women who want to dress modern without having to sacrifice the value of modesty. And because of this, her brand has made a major mark within the fashion industry.
Recently, Uniqlo, a Japanese manufacturer and retailer has also decided to develop, modest lines tailored to Muslim women. The key to their success, may be largely due to their partnership with Muslim designers and influencers to ensure diversity is considered and cultural nuances are heard prior to product development. Their collection with designer, Hana Tajima includes bold, colored pieces, as well as styles that are affordable and fashion-forward. The collection is modeled by women with and without headscarves, showing that the line was not only intended for Muslim consumers, but anyone looking for modest and elegant attire. The inclusion of all women gives the message that Muslim-friendly fashion is not exclusive to one group of people and can appeal to anyone with the desire to dress stylish.
In summation, brands wanting to captivate the Muslim audience must change their approach to overall business desires and instead, understand true consumer needs. By attempting to include Muslim women within internal conversations on future products, they’ll, in turn, help captivate purchase interest and emotionally resonate with their fashion yearnings.
In addition to this, and often most important, diverse representation and cultural resonance starts internally, within leadership positions that make an impact. Brands must prioritize employing those of whom they want to target, within positions of power, and allow these individuals to lead cultural discussions around effectively growing the business through authentic impact. Until this becomes normalized, rather than asked for, reaching a niche demographic such as this one, will continue to remain a challenge.
