Branding Matters: Though there are many elements that play a role in driving sales, branding is just as important in Malaysia’s hijab scene. Hijab is no longer a conduct of faith or modesty, but also a symbol of wealth and status. The lacklustre sell-out performance seen from the majority of the mid-market brands evidenced that merely promoting on price points and assortments is insufficient.
The huge success seen following Duck and Naelofar Hijab is largely attributed to their founders, Vivy Yusof and Neelofa, who have become major influencers and role models of millennials in this region. The brands have built strong cult followings so it was no surprise that Duck’s most expensive scarf to date – the Luxe Chiffon Lace scarf, retailed at MYR 2,500, was sold out immediately within the same day of its launch.
Fashion Colours for Eid: While core colours remain essential in the world of hijab, fashion colours are very important during festivities such as Eid, as it is synonymous to colourful palettes. Lighter shades of blue, green and purple were amongst the popular fashion colours this season, in line with the bestselling colours for apparel.
Pink and white, which are among hijab’s core colours, performed well regardless of seasonality, signalling the colours consumers will continue to look for all year round.
Next Steps for Brands
Review Pricing Regularly: Getting the price right still matters to capture the right audience and ultimately drives sales. Constantly monitoring and reviewing the total assortment and bestsellers’ pricing would help brands spot pricing opportunities.
As hijab purchases increases during the Eid season, implementing the right discount strategy could help clear out old stock as well as push higher sell-outs for the relatively new ones. Understanding which assortment to mark down at which discount range is key, especially at online sites.
Multiple Launches During Eid: Overall, hijab brands were spot on and had similar launch timing for their main Eid collections, which was mostly in mid-April. However, the successes seen at Naelofar Hijab, Duck, Ariani, Qaira Hijab and Benang Hijau were also attributed to their aggressive launches of new arrivals during the Eid.
Having a unique and special Eid collection is still important. Brands should try to provide more options for consumers over the festive season to capitalise on their high spending habits during the period.