Brand Positioning Strategy
In Malaysia, where more than 60% of the population are Muslims, the surge in demand for hijab fashion – with a market size of at least MYR 1 billion (USD 245 million)- has resulted in the growth of independent hijab specialist brands.
Top 10 Brands
Capturing a combined assortment size of 11,135 SKUs, the top 10 brands for the last half of 2018 (from June to include Eid trade), were mapped by median price and number of discounted items offered (refer Chart 1).
Majority of these brands had a substantial amount of discounted items, with 5 out of 10 brands offering more than half of its respective assortments on discount.
Brands by Segment
dUCk positioned itself as an aspirational brand, enjoying almost no competition in its quadrant. Meanwhile Ariani, despite having 2x higher median price than most brands, had all items on discount including “New Arrivals”, which affected it’s perceived value.
Naelofar Hijab led the competitive mid-market segment with its wide assortment of 2,201 SKUs with fewer discounted items. Sugarscarf had an above average median price, but was heavy with discounted items, rendered its position in the mid-market.
With almost zero discounted items, Benang Hijau offered the most value with the least median price.