Behind the Seams: Decoding the Multibillion-Dollar Industry of Modest Fashion

The colossal popularity and demand surrounding the unfolding business of modest fashion have resulted in an influx of start-ups in a now-saturated market. The ferocity of the competition makes it increasingly difficult for some to stay afloat as a growing modest-wear brand in a region where modesty is the norm and where a myriad of options already exists.

Fashion has been playing a pivotal role as a creative means of nonverbal communication for ages. Its undeniable impacts have grown to become a global statement that bridges individuals of various backgrounds and beliefs. In recent years, the fashion industry has begun to deeply comprehend and appreciate the largely untapped market of conservatively inclined women.

A decade ago, the terms "modest" and "fashion" were rarely associated. In the world of fashion, the term "modesty" conjures up ideas of unstylish ladies clothed in restrictive, dreary attire. In this day and age, we've progressed far beyond these limiting prejudices. Modest wear is in vogue, and labels that cater to this market are thriving.

From Shadows to Spotlight: The Meteoric Rise of Modest Fashion

Modest fashion as a concept gained popularity in the mid-2000s, in part because most of the first enterprises to debut were founded by artistic entrepreneurs and designers who were themselves religiously driven. Presently, it is gaining more attention as the fashion industry is embracing creative solutions and contemporary creators from all around the world. Furthermore, the societal discourse has switched to the subject of inclusion and diversity. As more members of minority groups make their views acknowledged, the fashion industry works harder to meet this necessity among its audience.

As a matter of fact, according to the 2022 State of the Global Islamic Economy Report, the total expenditure on modest fashion grew by 5.7% in 2021, from US$279 billion to US$295 billion, and is projected to reach US$375 billion in 2025 at a four-year CAGR of 6.1%.

The larger fashion market also began to pick up on the ubiquitous interest in this sartorial surge, owing to rampant globalisation. Fashion Weeks in New York, Paris, and London have had an expansion in modest fashion pieces. More well-known designers are incorporating modest fashion into their apparel collections. New inclusive fashion labels that are dedicated to modest aesthetics are increasingly showing up. Specialised e-commerce websites have ardently pushed modest fashion into the limelight. Now, modest fashion has turned into a multibillion-dollar phenomenon.

Life in Layers: Modest Fashion’s Cultural Canvas

Modest fashion in the MENA countries is embedded in their people’s lifestyles, and it is relentlessly reaping widespread acclaim, also due to a progressively youthful population and the prevalence of social media. Consumers in the region have also developed a preference for both modest clothing and locally produced labels that reflect their value system.

Kayfi is an auspicious, modest fashion line that was founded in Oman and is now situated in the UAE. We have materialised as a result of this advocacy, as well as to appease the market’s exigency. Our innovative and transformative approach to modest designs is aimed at women who value a distinct and confident aesthetic while being connected to their creed and virtues.

Based on our recent sales analysis report, it has been inferred that more women in the region shop online for tailored modest outfits that still appeal to more fashionable sensibilities and yet provide sufficient coverage. According to our 2023 Q1, Q2 Sales Report, 41% of transactions are for abayas, 23% for kaftans, and 14% for dresses, with consumers coming from a relatively young demographic (aged 24 to 30 years old). We are seeing a persistent increase in this consumer behaviour as we have attained a 367% sales growth between the first two quarters of this year.

This no longer comes as a surprise as more women are joining the workforce, with the majority having government jobs and leadership positions in a work environment where a modest dress code is highly observed. According to The World Bank, the labour force participation rate of females in the United Arab Emirates was reported at 54.85 in 2022 as the latest value. For comparison, in 2022, the global average across 176 countries stood at 50.83 per cent. This has been an exponential leap from the past seven years for the UAE, as it was previously at 49.44% in 2015.

Braving the Tide: Staying Relevant in a Now Saturated Modest Market

Dipping into the realm of this burgeoning sector, its fad appeal and general buzz have resulted in a significant inflow of start-ups in a now-saturated industry, notably in the Gulf. Competition is stiff, and it's getting tougher for some to remain afloat as an emerging modest clothing label in a place where modesty is the standard and a plethora of options are already being offered. Thus, within this broader retail arena, businesses must focus on tackling tailored demands and employing versatile approaches to ever-changing consumer habits to have an edge.

• Inclusivity

In today's retail context, inclusivity is immensely valued. You have to pay thorough attention to this critical practice unless you want to be discredited by the cancel culture. Female shoppers are more likely to engage with brands that feature their products with "real-life women." Consumers nowadays are keen on transcending confined categories. They are clamouring to raise visibility and representation across the vast market to feel reflected and identified as a part of society.

• Accessibility

Another aspect in which labels must thrive in order to succeed fully is accessibility. Developing e-commerce websites with prime and fresh content, common and secure payment options, and reliable delivery services is essential when devising a business plan for any clothing company.

• Authority

Also, let’s not forget about the power of social media. It's hard to talk about marketing a brand without mentioning these either loved or despised social networking platforms, which, when utilised correctly, can establish your brand’s dominance in the trade. Instagram has a particularly high target market usage in modest fashion, partly because this app helped elevate the concept of fashionable modest wear into the public sphere with the help of influencers and bloggers all over the world who inspire their followers with their fashion-forward, skin-covering outfits.

• Ingenuity

Finally, while cultivating a specialised niche is crucial, it's as necessary to demonstrate the diversity of your designs, especially when it comes to modest fashion, which has so many varying levels and interpretations. Dressing modestly entails more than just donning a long robe and baggy pants. There could also be some boundaries that are influenced by several variables. But the key is to make your customers feel morally comfortable in what they are wearing and to give them the freedom to step beyond their comfort zone and discover their personal flair.

Weaving Narratives: The Artful Evolution of Modest Expression

In the ever-changing tapestry of fashion, modest wear has woven its thread with conviction and grace, challenging stereotypes and pioneering new narratives. It's not just about the cloth that drapes the body but the ethos it carries, the voices it represents, and the change it champions. The resonance of modest fashion in today's world isn't simply a testament to the power of inclusive design but a clarion call for self-expression that doesn't compromise one's beliefs.

This movement, once on the periphery, has stepped confidently into the spotlight. It acknowledges that a woman's choice to cover is neither a sign of regression nor oppression. It's a deliberate, empowering choice to embrace identity, dignity, and artistry simultaneously. And as more brands rise to meet this moment, it’s crucial that they do so with both authenticity and innovation.

Amidst the flurry of designs and fabrics, we must never forget that at the heart of modest fashion lies the pulse of millions of women seeking to own their narrative. To them, every stitch isn't just a trend but a testament, a story of resilience, pride, and unfettered self-belief.

As the fashion industry evolves, one thing becomes crystal clear: modest fashion isn't just a fleeting trend; it’s a profound statement of personal freedom. As it continues to flourish and redefine fashion norms, it challenges us all to look beyond the fabric, to see the soul, and to celebrate every unique thread in a rapidly evolving world.