The modest fashion industry, traditionally associated with Muslim women, has rapidly expanded over the past decade, becoming a significant segment within the global fashion market. The rise of modest fashion is not merely a cultural phenomenon but also a commercial one, driven by a diverse range of consumers seeking fashionable yet modest clothing. As this market continues to grow, technology is playing an increasingly crucial role in shaping its future. From social media platforms to AI-driven design processes, technology is revolutionizing how modest fashion is created, marketed, and consumed.

Social Media and the Rise of Modest Fashion

One of the most significant technological influences on the modest fashion market has been the proliferation of social media platforms, particularly TikTok and Instagram. These platforms, supported by ethical scheduling tools like Buffer and Hootsuite, have become vital spaces for modest fashion brands to connect with their audiences, showcase their products, and build brand loyalty. TikTok, in particular, has transformed the modest fashion market by allowing brands and influencers to reach millions of viewers with short, engaging videos. The platform’s algorithm-driven content discovery has enabled modest fashion brands to go viral, rapidly expanding their reach and customer base.

At Muslim Ad Network, we’ve observed that the rise of modest fashion shops on social media has been a game-changer for the industry. These platforms have democratized fashion, allowing smaller brands to compete with established names by leveraging the power of social media to engage directly with consumers. By using these tools to schedule and monitor content, brands can ensure their marketing strategies are both effective and culturally sensitive, allowing them to significantly boost their visibility and influence in the modest fashion market.

The Impact of AI on Modest Fashion Design

Artificial intelligence (AI) is another technological force driving change in the modest fashion industry. AI is increasingly being used to analyze fashion trends, predict consumer behavior, and even assist in the design process. Brands using AI tools like Google AI for trend analysis can better understand the preferences of their target audience, allowing them to create products that resonate more deeply with consumers.

For instance, AI can analyze vast amounts of data from social media, online shopping behavior, and fashion blogs to identify emerging trends in modest fashion. This data-driven approach enables brands to stay ahead of the curve, designing collections that are not only stylish but also aligned with the modesty requirements of their consumers. Additionally, AI-driven tools such as Replika can streamline the design process by offering personalized recommendations based on past successes, reducing the time and cost associated with bringing new products to market.

However, the use of AI in modest fashion is not without controversy, particularly when it comes to AI-generated images. AI-generated imagery has the potential to misrepresent modest fashion, either by failing to adhere to cultural standards of modesty or by creating images that lack authenticity. This has raised concerns among consumers and industry professionals alike, who worry that AI could dilute the cultural significance of modest fashion.

To address these concerns, we believe that brands should turn to specialized tools like Dignify: AI Program for Modest Clothing, which focuses on generating images that adhere to the principles of modesty. Dignify ensures that AI-generated content aligns with the cultural and religious values that are central to modest fashion, providing a more ethical and respectful approach to using AI in this space.

E-Commerce and Virtual Try-Ons

The rise of e-commerce has also been instrumental in the growth of the modest fashion industry. Online shopping platforms have made it easier for consumers to access modest fashion from around the world, breaking down geographical barriers and allowing brands to reach a global audience. However, one of the challenges of online shopping, particularly for modest fashion, is ensuring that the clothing fits and meets the modesty requirements of the consumer.

To address this, many brands are turning to virtual try-on technology, which allows consumers to see how clothing will look on them before making a purchase. This technology, offered by ethical solutions like Zyler and Virtusize, uses augmented reality (AR) to create a virtual fitting room experience, enabling shoppers to try on different outfits from the comfort of their homes. These tools respect consumer privacy by using anonymized data and requiring minimal personal information, ensuring a secure and trustworthy shopping experience. Virtual try-ons are particularly beneficial for modest fashion consumers, who often need to consider factors such as length, coverage, and layering when selecting clothing.

The Future of Modest Fashion

As technology continues to advance, its impact on the modest fashion industry will only grow. From AI-driven design to social media marketing and virtual try-ons, technology is transforming every aspect of the modest fashion market. For brands looking to tap into this rapidly expanding market, staying ahead of technological trends will be crucial.

Moreover, the intersection of technology and modest fashion presents new opportunities for innovation. Brands that embrace these technological advancements, while using ethical tools, will not only enhance their offerings but also position themselves as leaders in an increasingly competitive market. As the modest fashion industry continues to evolve, technology will undoubtedly play a pivotal role in shaping its future, offering exciting possibilities for both consumers and brands alike.

In conclusion, the modest fashion industry is at the forefront of a technological revolution that is redefining how fashion is designed, marketed, and consumed. For brands targeting Muslim consumers, understanding and leveraging these technological trends, while maintaining ethical standards, will be key to success in this dynamic and fast-growing market.

At Muslim Ad Network, we specialize in helping brands connect with the Muslim consumer market. If your brand is looking to tap into the growing modest fashion industry, contact us today to learn how we can help you navigate this exciting space with effective advertising strategies. Advertise with us to reach your target audience in a culturally sensitive and impactful way.

The post The Role of Technology in Shaping the Future of Modest Fashion appeared first on Muslim Ad Network.

Modest fashion, once a niche segment, has seen a remarkable surge in popularity over the past few years. With its roots deeply intertwined with the values and lifestyles of Muslim communities, this fashion movement is now making waves across the globe, resonating with diverse audiences. The growth of social media platforms like TikTok has played a crucial role in amplifying this trend, offering modest fashion brands unprecedented opportunities to reach and engage with Muslim consumers. As the landscape evolves, it’s vital for modest fashion brands to understand how to leverage these platforms to connect with their target audience effectively.

The Growing Demand for Modest Fashion

The global modest fashion market was valued at over $277 billion in 2020, and it’s projected to grow further in the coming years according to Forbes. This growth is driven not only by Muslim consumers but also by a broader audience seeking stylish, comfortable, and modest attire. However, for many Muslim women, modest fashion isn’t just a trend—it’s a reflection of their faith and identity. This deep-rooted connection makes brand loyalty in the modest fashion sector particularly strong.

At Muslim Ad Network, we understand the importance of authenticity in building brand loyalty among Muslim consumers. Our research highlights that Muslim women are more likely to support brands that align with their values and offer genuinely modest options. Therefore, understanding and respecting the cultural and religious significance of modest fashion is crucial for brands aiming to succeed in this market.

TikTok: A Game Changer for Modest Fashion

TikTok has quickly become a dominant force in the social media landscape, particularly for fashion brands. The platform’s short-form, engaging video content is ideal for showcasing the creativity and diversity of modest fashion. According to a report from Vogue Business, TikTok is changing the narrative around modest fashion by offering a space where Muslim creators can share their styles, tips, and personal stories with a global audience.

The rise of TikTok has also democratized the fashion industry, allowing smaller modest fashion brands to compete with larger, more established names. With TikTok’s algorithm favoring authentic, relatable content, modest fashion influencers and brands can gain significant visibility without the need for massive marketing budgets. This shift has enabled a new wave of modest fashion entrepreneurs to tap into a global audience, many of whom are Muslim women looking for fashion that resonates with their values.

How Modest Fashion Brands Can Leverage TikTok

For modest fashion brands, TikTok offers a unique opportunity to engage with a young, diverse, and highly engaged audience. Here are a few strategies that can help modest fashion brands connect with Muslim consumers on TikTok:

1. Collaborate with Influencers: Partnering with Muslim influencers who align with your brand values can help you reach your target audience more effectively. Influencers have built trust with their followers, and their endorsement can significantly impact purchasing decisions.
2. Showcase Diversity: Highlight the diversity within the Muslim community by featuring models and influencers from different backgrounds. This not only broadens your appeal but also shows that your brand is inclusive and representative of the Muslim world.
3. Embrace Storytelling: Use TikTok’s video format to tell stories that resonate with your audience. Share the inspiration behind your designs, the values that drive your brand, and the stories of the women who wear your clothes. Authentic storytelling can help build a deeper connection with your audience.
4. Stay on Top of Trends: TikTok is all about trends. Keep an eye on the latest challenges, sounds, and hashtags that are relevant to your brand, and participate in them creatively. This will help increase your visibility on the platform as highlighted by BIMA.
5. Engage with Your Audience: TikTok is a highly interactive platform, so make sure to engage with your audience by responding to comments, creating duets, and even involving your followers in your content creation process. This fosters a sense of community and loyalty among your audience.

The Future of Modest Fashion on Social Media

The integration of modest fashion into mainstream fashion conversations is a clear indication that this movement is here to stay. With social media platforms like TikTok leading the charge, modest fashion brands have a golden opportunity to connect with Muslim consumers in meaningful ways. However, success in this space requires more than just a presence—it requires understanding, authenticity, and a commitment to the values that drive the modest fashion movement.

Next Steps

For modest fashion brands looking to enhance their reach and impact, partnering with a specialized marketing agency like Muslim Ad Network can make all the difference. With deep insights into Muslim consumer behavior and expertise in digital marketing, we can help you craft targeted campaigns that resonate with your audience. Contact us today to learn how we can help your brand connect with the global Muslim community and grow your business in the modest fashion market.

By understanding and embracing the power of platforms like TikTok, modest fashion brands can not only expand their reach but also foster lasting relationships with Muslim consumers who value authenticity, inclusivity, and style.

The post The Rise of Modest Fashion Shops on Social Media: How TikTok is Transforming the Market appeared first on Muslim Ad Network.

Modest fashion will see a 6.0% growth by the end of 2022 to US$313 billion with spending to reach US$375 billion in 2025 at a 4-year CAGR of 6.1%. This is according to the State of the Global Islamic Economy Report 2022.

Many Muslim entrepreneurs like you have embarked on a journey to satisfy the almost insatiable appetite for modest fashion. This article is designed to help you take your modest fashion business or brand to the next level.

You will not want to miss this!

Leveraging Social Listening to Interpret Your Customer’s Needs

So, you have been running your eCommerce business selling modest fashion items online for a while now, or even better, you created your own brand, and Alhamdulillah, business is good. Besides the occasional demanding customer who seems to always return abayas and ask for a refund, you are doing well.

If only you could have a higher percentage of visitors to your site buy your modest fashion collection and less churn or abandoned shopping carts. Well, here is the bad news, you will always have people decide not to buy at the last moment. I mean what can you do right?

Well, here is some excellent news. You can drastically reduce churn and increase your revenue at the same time. Better yet, you can turn your modest fashion brand into a monster.

Ladies and gentlemen, may I present to you Social media listening. You may be thinking “Ummm, I already know about social media listening”. It’s all good, but what I am talking about here is actionable social listening. This is where you change social listening from an art to a science.

Social listening is arguably the most effective way to understand consumer sentiment and trends because you are not prompting them with questions but listening in on their sincere conversations with each other.

Imagine if you wanted to impress one of your new friends on her birthday but you were not sure what kind of present she would like. Now imagine you accidentally eavesdropped [don’t eavesdrop on your friends ever :)] on a conversation she was having with someone else and she went on and on about the one thing she wishes she had for her birthday this year. You now know who will be her new BFF after the birthday party don’t you?

Well, using social listening has the power to make you the favorite modest fashion brand for your target audience if you can use it to get actionable data.

7 Social Listening Tactics to Grow Your Modest Fashion Brand

Now that you have social listening data to work with, it is time to take action and start impressing your audiences, beating the competition, selling more, and increasing your pool of loyal customers.

Here is how to use the data you collected from social listening:

1- Engage in the Wider Conversation

One of the most crucial mistakes brands make when it comes to social listening is only monitoring mentions about themselves. One of the most powerful ways to use social listening is monitoring the general conversation in the industry which for you is the modest fashion world and to some extent the mainstream fashion industry in general.

Here are some ways social listening can get you in on the wider conversation so you can stay ahead of the curve based on the real-time conversation that modest fashion audiences are having.

Listen in on product conversation (also effective in recognizing potential unknown competitors rising)

• Nike Pro Hijab
• Speedo Burkini
• Luxury abayas made in U.A.E

Listen in on occasions

• Weddings
• Shopping
• Halal Expo Canada Fashion Show

Listen in on trends

• Ultra Versatile Maxi Skirts
• Loose Fit “Oversize” Pants
• Minimalism

Listen in on what customers say about you

• Brand sentiment
• Recurring complaints about a product/product line
• Positive mentions

Listen in using well-known tools

• BrandWatch
• AgoraPulse
• Critical Mention

2- Approach New Potential Customers

There are probably thousands of Muslim consumers out there who are looking for a particular type of abaya that is not easy to get in the UK, let’s say for instance the kind that is made in Brunei.

If there is enough noise around this and the supply does not meet the demand, you have an opportunity to move in and satisfy that demand. This is why you should listen in on product conversations.

3- Win Over Dissatisfied Competitor Customers

Listen in on the brand sentiment of your competitors too. Listening in on your brand sentiment keeps you honest but listening in on competitor brand sentiment brings new opportunities.

To do this, track your competitor’s brand names and hashtags with the addition of negative keywords. Depending on the social listening tool you are using, type in “competitor name” AND “negative keyword”.

Once you see a pattern of dissatisfaction, launch a campaign offering a better alternative.

4- Create Timely and Efficient Campaigns

Remember that friend who has a birthday coming up and whom you overheard talking about what she would love most for her birthday this year?

When you have been listening in on your audience conversations you will have a pretty good idea of what they need for the upcoming Eid, winter season, etc. This is especially true if you focus on listening in on occasions and trends. So now you can create campaigns with surgical accuracy to put them into a buying frenzy for your modest fashion products.

Expect more revenue, lesser churn, and lesser abandoned shopping carts.

5- Speak the Language of Your Audience

As you examine posts that contain your tracked keywords and hashtags, you will notice that your audience speaks a certain way.

• They address concepts in a particular manner
• They constantly use popular secondary keywords (words you are not tracking)
• They express emotion in a specific way
• They address one another using certain terms (like habibti [Arabic female version of darling])

The impact of using the same style of speaking as your customers is immense. You build a connection with your audience and make them adore you. We all know that we buy from people we like. So this is beneficial to your modest fashion brand in terms of increasing revenue.

Read also: How to Create a Halal Brand Personality to Gain Brand Loyalty Among Young Modest Fashion Consumers

6- Identify Modest Fashion Influencers

What’s modest fashion without influencers right? If it wasn’t for modest fashion influencers the likes of Dolce & Gabbana and DKNY would have never realized the potential of this market.

The challenge is identifying the right influencers for your brand. Social listening makes this a bit easier. In fact, you may be able to recognize influencers before they blow up and grow together turning them into your modest fashion brand ambassadors for life.

7- Discover Unconventional Conversation Platforms

The title says “unconventional” for the lack of a better term. However, when we talk about niche forums where Muslim or even non-Muslim audiences are talking about modesty and modest clothing, they are everything but unconventional and you need to be there.

We found a 2.8-million-member Reddit forum that advises women on modest fashion. There you will find conversations and advice between Muslim women, Christian women, and those who do not specify their religious beliefs.

As a modest fashion brand owner, you must be involved but don’t go all in guns blazing and talking about your products. That is not what forums are for! Make sure you are listening in on the conversation to gather ideas on the pains of your audience.

Conclusion

We have seen the rise and rise of modest fashion and there is plenty more to come. It is really great to see both mainstream and Muslim brands rushing to meet the demand of this fantastic global market.

Find out how we can help your modest fashion business or brand by contacting Muslim Ad Network today. No strings attached! Or claim your FREE $250 Advertising Promotional Credit for your first campaign with us by scheduling a call with our expert.

The post 7 Modest Fashion Brand Actionable Social Listening Tactics for Immense Growth appeared first on Muslim Ad Network.

The modest fashion industry today is worth $283 billion globally. Meanwhile, the global Islamic clothing market is estimated to rise to $361 billion by 2023.

The growing competition in the modest fashion industry is starting to become a challenge for businesses to stay relevant in the market. Established fashion houses like Dolce & Gabanna, Burberry, Mango, Tommy Hilfiger, and DKNY have also stepped into the modest fashion market. Although they have not perfected their approach towards the Muslim audience, the impact can still be felt.

It is therefore vital for marketers to create a differentiation in their brands to attract more Muslim modest fashion customers. The ultimate way to create this differentiation is by establishing a brand personality. Brand personality does not only differentiate your product from that of your competitors. It is commonly used as a strategy to create a competitive advantage.

Halal Brand Personality Research

Modest fashion mostly caters to Muslim consumers, it is important to include the halal element into Aaker’s (1997) brand personality concepts because Muslim consumers keep religion and life as dependent on one another and will not disintegrate them.

As we mentioned in a previous article about Muslim purchase intention, perception and attitude towards a brand are heavily conditioned by social norms, culture, lifestyle, but most definitely in the case of the Muslim consumer their belief and religious laws.

Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Modest fashion is considered to be a Muslim product and in August 2019 the Journal of Islamic Marketing published a research paper with the title: Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia.

The research examined the relationship between halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing concept.

Researchers measured consumer behavior, attitude, and perception within a specific period. A total of 400 respondents took part in the study.

Brand Loyalty Relevance

Brand loyalty reflects a consumer’s deep-rooted commitment to make repeat purchases of a product from a particular brand. It is basically the degree of your consumer’s attachment to your brand.

Attitudinal Brand Loyalty

Generally, attitudinal brand loyalty refers to the consumer’s commitment to your brand. This is due to a positive experience with your brand. For example, it fulfills the key functional and/or emotional needs of that customer. It may also be that your customer has an emotional affiliation with your brand.

Behavioral Brand Loyalty 

This refers to consumer’s repurchasing behavior based on attitudinal brand loyalty.

Brand loyalty has proven to be the basis of long-term relationships between customers and brands and thus the predictor of a successful business. It reduces marketing costs and attracts new consumers through word-of-mouth promotion.

Millennials and the Modest Fashion Industry

It is no surprise that Muslim millennial consumers (ages 23 to 38 in 2019) agree that fashion consumption and religious belief should not be separated and instead should be celebrated. This was highlighted in the Journal of Emerging Economies and Islamic Research.

This goes hand-in-hand with the fact that the Muslim population – which is very young – is becoming more conscious of their Islamic identity.

Out of the 1.6 billion Muslims around the world, about 66% are under the age of 30 says Shelina Janmohamed, author of Generation M. This is a segment of the Muslim population that is looking for brands that understand their values and look to fulfill their aspirations as Muslims. They are looking for brands that offer them a space to express themselves beyond the stereotypes. 

Source:6 Reasons Why Businesses Targeting Muslims Will Thrive in 2020 and Beyond

The younger generation of Muslim consumers is perceived as tech-savvy, positive, brand-conscious, and loyal to their brand. 

It is therefore paramount for modest fashion business’ success that they understand the young Muslim audience because millennials are perceived to be loyal to their brand. They love to be actively involved as partners to the brand. They love and prefer two-way communication between them and the brand. 

Creating a Halal Brand Personality

The concept of Halal brand personality was first proposed by Muhamad Fazil Ahmad in the article Antecedents of Halal brand personality published by the Journal of Islamic Marketing. The author defined five elements of Halal brand personality. They consist of three new elements: purity, safety, and righteousness and two of Aaker’s existing dimensions which are excitement and sophistication. 

We take a look at all five in theory before exposing the results of the research that put them to the test.

1 Purity

All humans are born in a state of purity (natural inclination to worship Allah). Therefore, going back to their nature (fitrah), Muslims are encouraged to choose products that are permissible by Allah s.w.t (halal). It is a must for the Muslim brands to ensure the products that they sell are free from  forbidden (haram) materials. 

Abu Huraira reported: The Messenger of Allah, peace, and blessings be upon him, said, “O people, Allah is pure and He accepts only what is pure…”

Source: Sahih Muslim, 1015

Shaari and Arifin (2010) stated that It is important for the producers to ensure the resources and the distribution channels are pure. The concept of purity is important because it provides assurance to the Muslim consumers that the products they are using are not questionable (shubhah). 

Source: Dimension of halal purchase intention: a preliminary study

Purity in halal brand personality is the sincerity that your brand provides to Muslim consumers. According to Walker, author of The Ideal of Sincerity, sincerity relies on the concept of morality. Sincere brands are considered pure and will create brand loyalty among consumers according to Maehle, author of Consumers’ perceptions of the dimensions of brand personality.

1.a Relationship between purity and brand loyalty

Purity in halal brand personality is connected to sincerity, as we mentioned earlier. The Muslim consumer will exhibit loyalty to your brand if it shows sincerity. Muslim consumers will stay loyal to your brand because through sincerity they experience fairness, trustworthiness, high moral values, and dedication from your brand.

2 Excitement

Excitement is linked with your customer’s emotional response. When your brand makes Muslim consumers excited, it will increase their engagement and commitment. An exciting brand portrays the elements of being in sync with modern trends.

This eventually creates a positive influence on your consumers’ attitude and potentially creates brand loyalty among your Muslim target audience.

Excitement contributes to consumer satisfaction and develops brand loyalty among consumers.

Source: Marketing of halal products: the way forward, The Halal Journal

2.a Relationship between excitement and brand loyalty

An exciting brand offers a chance for its customers to feel excited and enhances consumer engagement and commitment to your brand. 

According to Tong and Su, authors of Exploring the Personality of Sportswear Brands, excitement is related to the characteristics of fashion and reflects a consumer’s increasing demand for fashion clothing. 

Ahmad mentions that the excitement element of halal brand personality consists of exciting, cool, awesome, imaginative, unique, up-to-date, independent, and contemporary characteristics. It contributes to consumer satisfaction and develops brand loyalty among consumers.

Creating a unique personality for your brand will encourage stronger brand loyalty among Muslim consumers.

3 Safety

It is very important for you to understand your targeted Muslim audience’s true needs and ensure safety in their consumption of your halal product. 

Safety is consumer freedom from danger, injury, and damage from the consumption of products from certain brands. The concept of safety must comply with Shari’ah law and good judgment. This dimension also determines consumer loyalty intention. 

Source: Journal of Islamic Marketing

We may also define safety as the concept of a consumer’s assurance and dependability on your brand to fulfill their needs. If Muslim consumers feel safe with your products they are more likely to develop a high-value relationship and a positive purchasing behavior towards your brand.

Both behavioral and attitudinal loyalty among consumers and brands will be created once Muslim consumers feel safe while consuming your products.

Source: The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, Journal of Marketing

3.a Relationship between safety and brand loyalty

The concept of safety is highly related to the amount of trust that Muslim consumers put into your brand. Trust is a consumer’s assurance on the safety of using your products or believing in your brand. This definition is in sync with the concept of safety suggested for halal brand personality by Ahmad. 

One of the dimensions of trust is reliability. Reliability is the ability of your brand to fulfill your consumer’s needs. It also implies that your brand promises to solve future problems. Therefore, it is necessary to manage the concept of trust in brand loyalty as it represents safety.

Product safety leads to a long-term relationship with your brand. When  Muslim consumers feel safe with your products, they are more likely to develop a high-value relationship and a positive purchasing behavior with your brand.

Brands that make consumers feel safe will experience both behavioral and attitudinal loyalty.

Source: Journal of Brand Management

4 Sophistication

Your modest fashion brand needs to communicate a certain level of sophistication with Muslim millennial consumers. With modest fashion, sophistication provides an understanding between your brand and the Muslim consumers in terms of the style, choices of color, and design of

the apparel as long as it complies with Islamic law (Shari’ah). 

Sophistication for modest fashion enhances a Muslim user’s personality and insinuates her social status as well. This improves your brand’s perceived quality and will lead to positive attitude formation towards brand extension. 

Sophistication has a positive effect on both attitudinal and behavioral loyalty.

4.a Relationship between sophistication and brand loyalty

Ahmad stated that one of the definitions of brand reputation refers to the excellent performance provided by your brand which is related to the concept of sophistication in halal brand personality.

Brand reputation helps Muslim consumers in the decision-making process and your brand to create differentiation in the market, thus, attracting brand loyalty and customer retention.  It also helps to build higher market values and protects a brand in a time of crisis according to the International Journal of Business and Management.

5 Righteousness

Righteousness is the virtue or morality from an Islamic perspective. Righteousness plays an important role in providing comfort to modest fashion consumers. They get the feeling that they have chosen the right brand and product. 

Righteousness, therefore, impacts behavior and loyalty intention towards your brand. 

According to Halstead, author of An Islamic concept of education stated that Muslims relate the

concept of righteousness to submission, surrender, and obedience to Islam. 

Religion is the central life value that was developed at a young age and plays a vital role in consumer’s consumption. 

Source: Religious contrasts in consumer decision behaviour patterns: their dimensions and marketing implications

The heart of religion is loyalty and righteousness is a multidimensional construct that can encourage brand loyalty among consumers. Righteousness might be an indicator of a great relationship between the brand and consumers.

Source: The influence of changes of Islam and politics relations in 20th century on the strategy of belt and road

5.a Relationship between righteousness and brand loyalty

According to Dalmoro, consumers will make a decision of brand preference based on their cultural experiences. Since religiosity is defined as the integration of religion in an individual’s life, it influences the cultural experience of the consumer. Religiosity is a central life value developed at an early age and plays a vital role in Muslim consumer’s behavior. According to Minton, religiosity is a multidimensional construct that can encourage brand loyalty among consumers.

Regardless of the stereotype of the strong believer, the quality of loyalty can be extended beyond the concept of religion itself. This type of consumer appeared to be loyal and their loyalty is not limited to their beliefs and behaviors, instead, they might extend their loyalty to the brand that they prefer. In other words, righteousness or religiosity might be an indicator of a great relationship between the brand and the consumer. Djupe and Gilbert (2002) characterized religiosity as a form of brand loyalty.

Source: Journal of Islamic Marketing

When we bring everything together we get the following model:

The Research and its Outcomes

At the start of this article, we mentioned that the Journal of Islamic Marketing published a research paper with the title: Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia.

This article is inspired by this research paper and now we take a look at how the study was conducted and the results thereof.

Background

The study involved 400 female Muslim millennial modest fashion consumers in Malaysia. Data was collected over a period of four months.

Researchers conducted face validity and it was confirmed that the research had high validity and recommended for further examination on internal consistency using reliability analysis.

Results

• Respondents who spent at least once a month on modest fashion apparel 37.3%
• Respondents who spent on modest fashion apparel when needed 33.8%
• Respondents who spent on modest fashion apparel once a week 15.0%
• Respondents who spent on modest fashion apparel once a year 14.0%

The data also determined that most of the millennials were aware of modest fashion clothing and wanted to incorporate religion into their daily wear.

From the findings, it was determined that purity and safety had a low correlation with brand loyalty. The rest of the halal brand personality elements show a significant correlation with brand loyalty. Therefore it can be concluded that there is a potential influence of halal brand personality on brand loyalty concept.

The results also showed that three elements of halal brand loyalty, excitement, sophistication, and righteousness were especially influential and could potentially lead to millennial modest fashion consumers’ brand loyalty. 

Start Creating Brand Loyalty for Your Modest Fashion Brand

Create Excitement

Trigger Emotions

Make sure your brand connects with your target audience on an emotional level. Emotionally involving the millennial Muslim modest fashion user with your product will make them more likely to exhibit loyalty towards your brand.

Add Charisma to Your Brand

A charismatic person draws attention to him or herself. In the same way, your brand must have an effective branding strategy that draws Muslim modest fashion consumers toward a loftier ideal expressed by way of your products.

Express What Your Brand is About

Express your brand mission in a way that is easy to understand. Make sure you spend time perfecting your ultimate all-encompassing message. This should inform all of your advertising efforts.

Provide Sophistication

The second halal brand personality trait that will help you create brand loyalty is

sophistication. In order for your modest fashion brand to create sophistication, your brand must create its own unique persona through excellent products. 

Previous research suggested brands to highlight quality aspects of their product to enhance consumers’ brand loyalty (Diamantopoulos et al., 2005). Marketers need to understand the balance between modern design and fulfilling the characteristics of modest fashion as proposed by Nestorovic (2016). 

Source: Journal of Islamic Marketing

A brand with a sophisticated brand personality trait is one that is dynamic; meaning it is in line with the latest fashion trends and buzz. For your modest fashion brand, of course, there needs to be a balance between being dynamic and being Shari’ah compliant.

Exhibit Righteousness

Righteousness is the religious personality of the brand. Halal brand personality should include the religious aspect of human personality (Ahmad, 2015) especially when assessing the personality of religious products. Modest fashion brands also need to make sure that they understand and protect their consumers’ beliefs. 

Source: Journal of Islamic Marketing

Make sure that your product line, promotional stunts, and messaging does not offend Muslim consumers. So keep the Shari’ah principles in-mind at all times. This is to make sure that Muslim consumers feel religiously protected when they are using your modest fashion brand. 

This is important in making sure the consumers easily find a focal congruity point for them to relate themselves to the brands, thus helping them to develop a sense of loyalty to the brands. As a result, if modest fashion brands are able to fulfill their consumers’ religious needs it will be a great indicator of a good relationship between the brand and its consumers.

Source: Journal of Islamic Marketing

One way of making sure that your modest fashion brand does not offend Muslim consumers is by getting feedback or asking the opinions of your Muslim target group before proceeding with any action.

Under Armour revealed its first sports hijab, in August 2020. It took them three years to launch this hijab after Nike’s Pro Hijab was launched in 2017. During this time they conducted extensive research. They interviewed several Muslim female athletes and health & wellness influencers. This made sure that both the product and the messaging did not repel the Muslim consumer.

You may conduct a survey among your Muslim target audience too. This will not only give you great feedback; it will also increase consumer engagement with your modest fashion brand. As we discussed earlier, involving millennials with brand decisions enhances the brand relationship quality because they value brands that include them in their marketing strategy.

Your modest fashion brand should be active in organizing corporate social responsibility events and activities and invite Muslim consumers to join in. 

Righteousness emphasizes morality concepts and Islam encourages believers to help those in need. Organizing corporate social responsibility events will create a positive image by fulfilling the righteousness element of brand personality. 

Once again, you may use this event to engage with their consumers and strengthen the consumer-brand relationship.

Conclusion

In this article, we highlighted recommendations to cover the knowledge gap of the brand personality model introduced by Aaker (1997). We zoomed into Islamic brand personality traits and tested their relevance to Muslim millennial modest fashion users.

The result shows that three out of the five halal brand personality elements have a significant relationship with brand loyalty. The three significant elements are excitement, sophistication, and righteousness. It can be concluded that modest fashion brands need to include all of the three dimensions in their branding strategy.

Modest fashion brands can use this article and the related research as a guideline when strategizing halal brand management efforts.

The study used for this article focuses on examining a particular audience: the modest fashion Muslim millennial consumer in Malaysia. Although Muslim millennials across the world share the same Islamic values, they still have diverse cultures. The framework therefore should be replicated on diverse halal products and services for different audiences.

Need help getting your brand exposed to the right Muslim target audience? See how Muslim Ad Network can help you accomplish this in a cost-effective manner.

The post How to Create a Halal Brand Personality to Gain Brand Loyalty Among Young Modest Fashion Consumers appeared first on Muslim Ad Network.

Under Armour Launches First Sports Hijab

Saman Munir left her job at an aerospace firm after giving birth to her first baby. At this stage, she had no idea that she would become a health & fitness influencer, let alone be a consultant for Under Armour for the launch of their first sports hijab.

Saman epitomizes the gap in the supply of halal-friendly products in most industries.

I used to sweat quite a bit in my different hijab, and I used to get complications as a result of it pulling on my hair. I additionally needed to maintain going to the washroom to repair my hijab and used to be anxious it could slip. However, the Under Armour sports hijab is light-weight and breathable.

Saman Munir

Under Armour revealed its first sports hijab, in August 2020, three years after Nike Inc. first revealed its Pro Hijab in 2017.

The hijab, which has built-in headphone access, has a hex-shaped mesh pattern for maximum breathability, sweat-wicking capability, and extra fast drying time.

Not only is it a fashion statement, but it is also very pragmatic in dealing with the pain points of Muslim female athletes. This is part of Under Armour’s series of goals and initiatives “to support a more diverse and inclusive future.” 

Tommy Hilfiger Introduces First Hijab 

Another big brand that is embracing diversity, in the same way, is Tommy Hilfiger. Tommy Hilfiger has launched its first hijab that has the letters “TH” printed throughout the garment. They follow in the footsteps of Anniesa Hasibuan, – who was the first designer to show a collection where all models wore the hijab – Dolce & Gabbana, DKNY, and Mango.

After the fashion industry has been criticized for its lack of diversity and racism, following the Black Lives Matter protests, the Hilfiger hijab could suggest major fashion brands are stepping forward with inclusive practices.

The Guardian

What Businesses That Target Muslims Should Expect

Of course, we should not forget that the growing market for modest fashion plays an enormous part for both Under Armour and Tommy Hilfiger in their decision to launch hijab collections.

In fact, the number of brands entering the market keeps increasing. Muslim-friendly fashion items have gone mainstream. What does this mean for you? 

Basically it is obvious that as a business owner or marketer you need to start looking where you can close the gap in the supply of halal-friendly products where demand is high currently. What’s the next big thing on the horizon?

Become the next Anniesa Hasibuan, or go out and look for the next Samin Munir. Be the first or improve what’s out there. As Muslims, it is not part of our history and identity to wait for someone else to create opportunities for us. There is nothing wrong with that at all when it happens. It’s just that today we have become too dependent on others to be our heroes.

And if you think that your efforts may not take off because you do not have the ability to reach a large audience like Under Armour can, think again.

When you partner with experts in the field of targeting Muslim consumers like Muslim Ad Network you will have access to over 250 million Muslims on the internet. After 10 years as Muslim Ad Network and having served over 1 billion ads, we know exactly how to zoom into the Muslim market.

Therefore, you will have access to a large yet focused Muslim audience with pin-point accuracy.  

We do this for the love of the Ummah; we want the Muslim economy to become strong and stable.

The post Under Armour and Tommy Hilfiger Launch Hijabs – What it Means for You appeared first on Muslim Ad Network.

The Nike Pro Hijab

Nike took its first plunge into modest athletic gear in 2017 when it introduced its thirty-five-dollar Pro Hijab, a stretchy, breathable head covering with a firm seal around the face. By doing so, Nike became the first major sporting apparel brand to offer a performance head covering for Muslim women.

Nike aimed to ensure that women do not encounter any barriers in their sporting lives and to inspire young women to take on an active life.

After the launch of the Pro Hijab, UAE female weightlifter Amna Al Haddad, mentioned that:

Nike truly cares to cater for all kinds of athletes and their needs – as such Nike took notice of the rising number of covered Muslim athletes through stories like mine and many others.

Nike may have been the first major brand to take a plunge into modest athletic gear but smaller businesses and brands – having seen a gap in the market and the huge demand – had already started designing activewear for Muslim women.

In 2016, for instance, Hummel designed jerseys for Afghanistan’s women’s football team incorporating a built-in hijab. Capsters, at the time, was the self-proclaimed “world-leading brand in sport hijabs,” and offered a full line-up of head coverings for land and water sports.

The Pro Hijab in the NBA

Remarkably, Nike has become an inspiration for many brands and organizations offering modest sportswear collections to their consumers. Toronto Raptors is just one of them.

Toronto Raptors, the only Canadian team to compete in the National Basketball Association (NBA), produced a branded sports hijab as part of their “inclusivity initiative” program.

Maple Leaf Sports and Entertainment, the owner of the Canadian team that won the first NBA league championship in team history in the 2018 – 2019 season, announced that the idea to produce branded hijabs was taken after the playoffs.

The company’s Marketing Director, Jerry Ferguson, said the decision was inspired by a group of Muslim women in the Toronto area who get together to play basketball every Sunday and advocated for Muslim women to participate in sports.

The Toronto Raptors are taking steps to be more fan-inclusive with the unveiling of their officially branded sports hijab with this initiative.

Amreen Kadwa, the founder of Hijabi Ballers, said that Toronto is a multicultural and, therefore, ideal place for such a plan and they welcome the decision. 

Before we move further, make sure you download The Ultimate Guide to Understanding and Marketing to the Muslim Consumer. Your brand’s guide on breaking into one of the fastest-growing untapped consumer markets in the world.

The Nike Victory Swim Collection

While Muslim women defied a ban to swim in burkinis at French pools, instated in 2016, Nike announced a new swimwear line designed for women who wear hijab on the 10th of December 2019 to be launched in 2020. This followed Nike’s Pro Hijab which was announced in 2017.

Nike’s collection includes the Nike Victory Full-Coverage Swimsuit, a loose, two-layer tunic with an attached hoodie, paired with matching pants. The hoodie acts as a hijab for Muslim women.

Along with this, Nike offers separate swim options:

• the Nike Victory Swim Hijab, 
• the Nike Victory Swim Tunic Top,
• and the Nike Victory Swim Leggings.

According to The Detroit Free Press Nike stated: 

Existing products were lacking in either coverage or functionality, athletes shared, leaving them feeling weighed down by baggy garments, battling drag instead of striving toward personal bests or worrying about whether their hijabs and coverings would remain in place.

The Birth of Nike’s Victory Swim Collection

Back in 2018, a group of Nike designers went on a global research trip. At swimming pools in Southeast Asia, the designers noticed that kids were frolicking in the water while their mothers hovered at the pool’s edge with heavy garments covering their bodies.

They noticed a similar scenario at the oceanside where adult women would only go into the water up to their thighs. Martha Moore, a Nike creative director in charge of swimwear explains:

I remember the team going, ‘Why aren’t the women in the water?

When the team went to Australia, lifeguards at a beach in Victoria told the Nike team that they worried that Muslim women swimming in heavy garb posed a drowning risk.

Ibtihaj Muhammad, an Olympic medalist in fencing, once stated to German news outlet DW that because of modesty concerns and a lack of obvious swimwear options, “a lot of Muslim girls never learn how to swim,” and that she learned to swim in her family’s back-yard swimming pool. She mentions that it’s the only reason why she knows how to swim.

The Nike designers then visited the Muslim Educational Trust, a school and community center in Beaverton, Oregon. 

Mona Almadhoun, the school’s swimming instructor, explained to the Nike team that she learned to swim wearing knee-length shorts and a tank top in women-only pools. 

Explaining the situation at her workplace she said that her students have their lessons during female-only hours in the community center’s indoor pool. However, “without a full-body solution, the girls are unable to field a swim team that could compete, for instance, in a civic league, as the girls’ basketball team does”.

Martha Moore, Nike Creative Director, said in a public statement.

The more we listened, the more possibility we saw to serve female athletes in new dimensions. We’re excited to inspire more women to see themselves in sport by thinking creatively and designing inclusively.

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The post How Muslim Culture Has Shaped Nike’s Target Market appeared first on Muslim Ad Network.

When we do a quick search on modest fashion through Google, we get 192 million results. According to Pinterest UK reports, the number of searches on this term has increased by 500 percent since the beginning of 2019. Also, State of the Global Islamic Economy report indicates that Muslim consumers spent an estimated $243 billion on clothing in 2015. Modest fashion purchases by Muslim women were estimated at $44 billion that year, which was approximately 18% of the total. Muslim consumer spending on clothing is expected to reach $368 billion by 2021, which would be a 51% increase from 2015.

From Instagram’s online boutiques to High Street collections and designers’ catwalks, conservative fashion is everywhere now.

What Does Modest Fashion Refer to?

Modest fashion might be interpreted in different ways. This term is used in the most general sense to describe the style of clothing that does not reveal body lines, but rather conceals them. In other words the term modest fashion or modest dressing refers to a fashion trend in women of wearing less skin-revealing clothes, especially in a way that satisfies their spiritual and stylistic requirements for reasons of faith, religion or personal preference.

This type of clothing can include headscarves, hijabs, conservatively designed trousers, tunics, jackets and dresses.

The reason why women prefer conservative clothing and follow this fashion may be due to religious or cultural reasons, or it can be preferred for a more modest and aesthetic appearance.

How Does it Become so Popular?

The rise of modest fashion has emerged, especially with the increase in need for more elegant clothing options of conservative women.

A growing number of Muslim designers and social media stars have decided to fill the gap in the fashion market by attracting people and building online stores. Instagram is full of modest fashion pioneers such as Maria Alia, Habiba da Silva and Dian Pelangi.

 In addition to Muslim fashion designers who have organized fashion shows in many European countries, USA and Middle Eastern countries, many mainstream fashion brands over the years have attempted to produce creations to meet the wants and needs of conservative fashion consumers.

In 2014, DKNY launched the Ramadan collection, which was prepared by choosing the ones that are suitable for conservative clothing among its own pieces, and in 2015, H&M introduced its first hijab model, Mariah Idrissi. In 2018, the American clothing retailer GAP featured a Muslim model with her hijab in its social media, print, and video campaign. Moreover, Nike released its first sports hijab, the pro women’s hijab.

H&M 2015 Collection

Modest fashion even has its own Fashion Week. In 2017, London hosted the first Modest Fashion Festival, featuring a variety of luxury and contemporary modest fashion brands, proving that everyone can be appreciated regardless of their religious or cultural identity.

In 2018, H&M presented its modest clothing collection, LTD Collection, to attract global consumers.

London Modest Fashion Week

Furthermore, other mainstream brands such as Dolce & Gabbana and Tommy Hilfiger launched their Ramadan capsule collections and reached out to Muslim consumers in Middle Eastern countries.

H&M’s design manager Pernilla Wohlfahrt said the brand responds to customer interest, adding: “Today H&M is active in sixty nine different markets and we want to be distinguishing and inclusive in all the markets in which we operate. We want to offer everyone something”.

Recently, the online retailing company ASOS also introduced its modest fashion collection “Verona”, adding that the new brand is open for sale in Macy’s stores in the US.

Future of the Modest Fashion

The future of modest fashion seems promising since the number of famous brands and marquee events celebrating modest fashion is increasing. However, if brands aim to expand this trend, they need to understand that wearing the hijab and employing this style of dress is a commitment to a modest, religious lifestyle first and foremost.

Also, it is very crucial that the Muslimah point of view should remain at the forefront of this modest fashion expansion.

World-famous brands that decide to meet the needs and wants of an underrepresented part of the global market should understand the religious and cultural values of their target audiences. Choosing the cultural insensitivity path to increase the market share will be a very wrong decision for brands.

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