Hijab Brands in Malaysia

This report covers the 10 largest hijab brands in Malaysia to analyse the performance of certain assortments, colours and prints among the local market.

Written by Atiqah KamarudinFebruary 18, 2019

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)[1]- 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.

 

 

Note: [1] Calculated based on 2017 projected population demographic against reported median price USD 26 and assuming an average consumer purchases 4 pieces of hijabs annually.

content image-2 Hijab Brands in Malaysia

Brand Performance Analysis

Overall, the brands generally achieved strong sell-out for the season at above 80%, except for TudungPeople, Sugarscarf and Poplook.

 

Winners

Both dUCk and Ariani were competitive in the premium segment, with only marginal variance over sell-out rate (86% vs. 87%), although Ariani had 4x more SKUs than dUCk.

In the mainstream mid-market, 4 out of 6 brands were heavy on discounted items, with 3 out of the 4 brands achieving above 80% sell-outs. Naelofar Hijab was the outlier with the largest assortment (2x above the average) yet with fewer discounted items and still drove strong 84% sell-out rate.

Benang Hijau aced the value segment with a strong sell-out at 83% and almost all items were offered at full price.

 

Losers

Despite leading on median price at MYR 119 (USD 29) in the mid-market segment, Sugarscarf achieved a lacklustre sell-out rate at 70% despite having more than half of items offered on discount.

Poplook is the only complete head-to-toe modestwear brand in the rank, with the category Hijab only comprising 9% of total assortment. The dismal performance showed that hijabs were not the main revenue driver. Nonetheless, it is also the only other popular brand that competes with Benang Hijau in the value segment.

content image-3 Hijab Brands in Malaysia

Subcategory Performance Analysis

The top 5 performing subcategories combined, contributed a high 76% SKU count to the total of 10 brands analysed.

Within the category of Ethnicwear Scarves and Hijabs, Instant Hijabs had the biggest assortment, which was greatly led by the mid-market segment. Having said that, it was also a subcategory that was driven by high discounts to push sell-out.

Inner Hijabs took 4th positioning in terms of assortment size, with the lowest sell-out at 78%, with Naelofar and Sugarscarf gaining huge popularity over their respective styles.

Prints may be a risky theme, but results showed that the subcategory performed well with a total sell-out exceeding 80% while sell-out at full price achieved 75% which is above average.

content image-4 Hijab Brands in Malaysia

Overview of Colours

Unlike the other categories in apparel, pink was the core colour in hijab and headscarves, taking up a bigger portion of the assortment, exceeding black or white for most brands.

 

4 Core Colours

Screening through the 10 brands, core colours in hijab were not limited to just black, white and grey but also pink, with the least priority on the colour black. These core colours commanded more than 50% of assortments across value and mid-market brands. Jelitasara was an exception, which followed premium brands by having more seasonal colours in its assortment.

dUCk had the least contribution of core colours while Naelofar had the largest contribution of pink colour.

TudungPeople and Poplook had a paler pink compared to other brands.

 

Fashion Colours

Prominent fashion colours across all brands were blue, purple and red, but mostly in muted shades.

content image-5 Hijab Brands in Malaysia

Overview on Colours (continued)

Bestselling Shades of Pink

Plain solid colours dominated the best-selling items, largely contributed by Naelofar Hijab. Muted pink shades were trending across various materials, with some shades bordering nude and champagne colours.

Subtle aesthetics on plains, such as crystal embellished tips or lined piping were evident and were almost synonymous with Ariani and Jelitasara hijabs.

 

Note: The pantone codes provided are closest to the shades displayed, hence the actual codes may differ – dependent on the type of material used.

content image-5 Hijab Brands in Malaysia

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Meet the Author

Atiqah Kamarudin

Nur Atiqah Kamarudin is a Senior Business Intelligence Analyst at Omnilytics. With past experience at Nielsen and Euromonitor, she has spent years analysing data and unearthing insights to help brands and retailers make informed decisions. She currently produces reports on the fashion industry and its changing retail scene across the United States, United Kingdom, Australia and Southeast Asia.

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