Influencing Factors on Modest Fashion Market: A Case Study

Abstract

The modest fashion from the Islamic point of view is an emerging phenomenon that offers non-adherent and non-transparent clothes that cover a large part of the body respecting the religious dictates and it is seen as a growing industry in the fashion sector. The objective of this paper is to define a new economic opportunity for the fashion sector represented by Muslim consumers and to investigate the influence of Islamic ethical standards in the fashion which is defined by Shariah to better understand and meet the Muslim needs. From the religious, ethical perspective the study also focuses on the cultural, social and regulative aspect of Muslims some of these elements are considered extremely varied. To get this done, the institutional theory has been employed to systematically investigate the factors Influencing on the modest fashion. This paper takes advantage of case study methodology looking to the Italian context. Our findings stress the importance of the modest fashion in Italy due to the increase of Muslims in the country as well as the interest of the Italian companies in the national and international modest fashion market. Findings also highlight that despite the interest of Italian companies, a large segment of Muslims in Italian market adopts traditional methods to cover their needs and also the Islamic countries markets are still largely untapped by many Italian designers and clothing companies. The study contributes by proposing some influential factors taken from the institutional theory to understand the market needs and in order to access it.

Portraits and Challenges of Indonesia’s Modest Fashion Industry on the Halal Industry Competition in the World

“…There are obstacles in the development of modest fashion in a country, one of which is Italy where most Muslims in the Italian market adopt traditional ways to meet their needs through traditional marketing such as magazines, television and radio advertising, direct mail, billboards; and Italian designers have not taken advantage of the market in other Islamic countries. (Radwan et al, 2019). The size of the international target market is supported by data related to the five top consumers of modest fashion in the world in 2019 based on the State of the Global Islamic Economy Report 2020-2021, as shown in Table 5.…”

“…Modest fashion has offered modesty in clothes that can be easily associated with Islam and has proven to be an effective strategy for creating a global Islamic identity (Radwan et al, 2019). UAE, as the best modest fashion industry, has fashion trends that will not dispel the evolutionary forces influencing norms and ideas regarding women's empowerment and practicality in the future.…”

“…Along with the development of technology, online sales and marketing also contribute to the increase in the development of modest fashion in addition to the launch of new brands and varied models from designers with different tastes. In addition, the emergence of new products in modest fashion such as sportswear, and competitive price competition are essential aspects of the development of modest fashion (Hwang & Kim, 2021;Radwan et al, 2019). Models vary from designers with different tastes.…”

“…One of the growing halal industries in Indonesia is the modest fashion industry. Modest fashion, from an Islamic point of view, is an emerging phenomenon that offers non-stick and non-transparent clothing that covers the body as per religious injunctions and is seen as a thriving industry in the fashion sector (Radwan et al, 2019). Muslim dress is no longer a Muslim identity; rather, it has become a social identity in the community, not only in Indonesia, but also globally (Martiana et al, 2018).…”

“…The tight competition in the modest fashion industry and various challenges faced make it essential to conduct a portrait analysis of the developments and challenges faced by Indonesia in the modest fashion industry. Previous research related to modest fashion explains the implementation of the development model for the halal fashion industry in Indonesia (Faried, 2019), consumer perceptions of Muslim fashion brands in Indonesia (Purwanti & Adinugraha, 2021), factors influencing the modest fashion market (Radwan et al, 2019), servicing modest fashion markets (Bardakcı et al, 2021), and research on portraits (challenges and opportunities) of the Indonesian halal industry, but the halal industry in general and not in the modest fashion industry (Fathoni, 2020). Previous research related to the development of the modest fashion industry evaluates its development and challenges to win global competition.…”