Indonesian women’s preferences regarding robe: Naisha Hijrah’s production matches future customers’ desires

Abstract

The Indonesian textile industry grew by 15.35 per cent in 2019, whereas previously, it had only seen a growth of around 8.73 per cent. As a result, it occurred to the textile and apparel manufacturers that they needed to enlarge their business lines swiftly. Naisha Hijrah, a designer, producer and textile retailer, sells clothes based on Islamic styles with a post-modernist concept. This study elaborates on how Naisha Hijrah has met its customers’ needs. It also analyses why Naisha Hijrah could become the leading producer and retailer. Naisha Hijrah initially captured the Arabian clothes. This research shows that Naisha’s products have attributes that include crease-free fabric, strong seams, unnoticed fabric fibres, cut patterns, delicate stitching and a design that permits the wearer to perform their ablutions without removing the garment. On the other hand, the technical qualities include many of Naisha’s prioritized fabrics, such as Balotelli and Toyobo, accompanied by zippers designs. Therefore, Naisha develops its product that focuses on technical attributes that Indonesian women prioritize to fulfil their future desires. Finally, this study suggests that Naisha’s robes should combine several kinds of materials in each garment, improve the tailors’ skills, ensure no defects in its production and continuously push the workers to make firmer and smoother stitches. Therefore, Naisha Hijrah should increase sales because it sells what Indonesian women need and love. All this implies that it could be the leading retailer of Islamic fashion items.