Fashion Colour Dominance: While core colour offerings increased this year, fashion colours made up the majority of Eid apparel. Blue, green and pink consistently contributed approximately 50% across newness and sell-out, signalling a must-have palette that consumers will continue to seek for Eid.
Soft and muted pastels proved to be classic favourites as seen from Woo/Fiziwoo and NH by Nurita Harith. Darker shades such as navy blue and emerald green were popular this year.
Design Shift: In recent years, Baju Raya designs have started to see a clear shift towards simple, minimalist designs. This is evident from the significant jump in Baju Kurung Kedah and the classic Baju Kurung in this year’s Eid newness.
Woo/Fiziwoo, who is better known for over-the-top pieces with unique silhouettes, have also toned down on this year’s offerings. More brands such as Whimsigirl and Merah Jambu, who are promoting comfort and practicality during the festive season have also emerged, further validating the popularity of the simple and minimalistic trend.
Next Steps for Brands
Pay Attention to Data: With consumers’ high spending habits during Eid, investing in the right assortment would prove to be a massive success for modestwear brands.
Using data to review bestselling and slow-moving colours, styles and design every year could help in building the right Eid assortment for the next season. Based on real-time data analytics, floral motifs and soft colours are must-haves for every Eid collection. The recent shift towards minimalist designs also revealed strong consumer demand.
Timely Eid Launch: As seen in Chart 1 and 2, early Eid launch does not necessarily translate into a first-mover advantage. Bringing in the product too early has failed to attract consumers who usually tend to hold off purchases until nearing Eid. Furthermore, the early launch could dampen the value of offerings as products with little movement during the Eid period would be affected by discounting exercise.
It is crucial for brands then to study their competitors’ launch timing to identify the sweet timing in launching their collection. Of course, having a strong brand identity would help, as evidenced by Woo/Fiziwoo and Mimpikita, who managed to achieve commendable sell-out performance despite later launch at higher price points.