The Rise of Modest Fashion: From Nike and H&M campaigns to luxury brands the likes of Dolce Gabbana and Gucci stomping down runways with headscarves since 2016, the surge in demand for what’s become known as modest fashion, particularly the hijabs, cannot be ignored by modest wear and muslimah brands.
The rapid growth of hijabs in Malaysia can largely be attributed to the height of influencer marketing and the rise of Muslim millennial socialites. The success of dUCk and Naelofar Hijab are driven by their respective founders, namely Vivy Yusof and Neelofa.
The New Core: Black and white have always been the essential colours in the fashion industry. However, in the world of hijab, Light, pale, muted and pastel shades were dominant, with pink being one of the key core colours.
Queens of Prints: The infamous cult brand, dUCk has enjoyed immense success on their limited edition print collections since it’s inception day. Today, with an impressive 86% sell-out at full price, the brand is the only player in with vibrant colours and bold designs.
Tailing closely behind is Ariani, a known specialist in printed hijabs who targets mature women with higher spending power. The brand stayed true to its pastel and muted colours in prints.
Next Steps for Brands
Staying Ahead of Competition: Naelofar Hijab strategically priced their hijabs at not more than MYR 100 (USD 24), except for special editions, and deployed its distribution via hundreds of stockists throughout the country and overseas.
As shown in Chart 1, many other hijab players crowded the same mid-market segment. This growing saturation naturally caused the segment to execute heavy discounting to clear unsold inventory. Therefore, retailers should adopt data analysis, to inspect own brand and product positioning as well as to closely monitor competitors’ activities.
Colour is King: Unlike the luxury and fast fashion brands, hijabs rarely follow any seasonal colour trend. Brands avoid taking chances on unconventional colours as the wrong move would prove very costly.
Therefore, it is extremely vital to constantly analyse the right combination of colours with the right pricing, especially for brands in the highly saturated mid-market, who often overlooked the opportunities in the premium and value tiers.
Having insights drawn from data, brands can then make informed decisions on experimenting new colours or identify the next pink shade for scarves.