Subcategory Performance Analysis
Shawls was the volume driver, commanding 36% of the entire hijab assortment, followed by Instant (29%), Square (14%), and Print Hijabs (7%).
During Eid trade, brands were seen stocking up more on Shawls, signalling their core offerings (Chart 4). However, it did not perform as well as Instant and Square Hijabs, as it achieved a below average sell-out rate of 71%.
Instant Hijabs, which was favoured for its effortless and fuss-free features, recorded a 78% sell-out rate but was driven by discounts to push sell-out. This style was greatly led by the mid-market segment, namely Naelofar Hijab.
Square Hijabs, which has grown in popularity in recent years, strengthened its position with both total sell-out and sell-out rate at full price recorded at above average sell-outs. Among brands advocating this style were Duck and Benang Hijau.
Although Printed Hijabs garnered the highest sell-out at 88%, the style seemed to be driven by discounts as it achieved 60% sell-out rate at full price, which was well below average. Besides the usual floral prints, geometric prints were also popular, as seen at Duck and Ariani.
Meanwhile, Inner Hijabs, an essential in hijab-wearing, made up 14% new-in of total assortment with high sell-out at full price (88%). Inner Hijab is a must-have item not only to ensure availability all year round, but also to build up in volume in time for Eid to maximise sales over the festivity.