Understanding the opportunities in the $277 billion modest wear market

Around a quarter of the world’s population is Muslim, while around 42% of the population in Southeast Asia adheres to the faith – according to a new report which explores the intersection between the region’s young, mobile-first population, and the crucial modest wear market.

Why it matters

Explored in depth by The Business of Fashion, modest wear is a huge global market estimated to be worth around $277 billion. While most brands think of the Middle East, there are ample opportunities in Southeast Asia – but brands must keep certain ideas in mind.

Takeaways

• Modest clothing adheres to the Islamic requirement that both men and women dress modestly.
• Experts, speaking to The Business of Fashion, believe that the modest wear market is growing through the diversity of the segment it represents, and the diversity of beliefs within the religion of Islam.
• Non-endemic brands are taking note. Global fashion brands like Uniqlo and Banana Republic have made small efforts to release hijabs and other modest items, while sportswear giants like Nike and Adidas have also released modest collections.

Things to keep in mind

• Southeast Asia is a large region which, unhelpfully, masks an incredibly plural population. One quirk to keep in mind, however, is the loyalty to local brands.
• The trouble is breaking the mass market, in which modest products in Malaysia tend to sell for around 10 ringgit (~$2), meaning extremely tough competition, but there is an opportunity at the luxury end.
• Brand building, both to introduce the brand and to protect premium perceptions, is essential.
• Brands must go beyond dubbing their campaign videos and adding new languages to their websites. Malaysia and Indonesia are ethnically mixed, multi-lingual, multi-religion places that can be intimidating to brands. Key routes to market will likely engage local e-commerce players.

Sourced from The Business of Fashion