Modest Fashion Research Articles

Analysing the modest fashion market: an empirical study of e-commerce best-selling products

Purpose This study examines the dynamics of the modesty-conscious market within the global fashion industry. Specifically, the research aims to understand and analyse the preferences of consumers in this market segment and provide guidance for fashion companies seeking to engage with this sizable audience consumer demand for modest fashion, such as loose-fitting garments and headscarves for women. Design/methodology/approach Employing a mono-method quantitative research approach, this study uses a comprehensive big data analytics framework to analyseashion data sets obtained from e-commerce websites. Findings The findings highlight a persistent and growing demand for modest fashion; that demand proved resilient in the face of challenges presented by the COVID-19 pandemic. Modest shoppers demonstrate price sensitivity, and their preference for premium brands over affordable ones varies considerably. Crucial factors contributing to the success of modest clothing as best-sellers include price, retailer, colour and fabric, while the discount feature is less important. Research limitations/implications While this research provides significant insights, it is important to acknowledge its limitations. This study relies on data gathered from certain e-commerce websites, and specific nuances of consumer behaviour may not be fully captured. In addition, the scope is limited to a specific timeframe and may not account for long-term market shifts. Practical implications Fashion companies could use the results of this study to customise their strategy for engaging the modesty-conscious demographic. Comprehending the significance of elements such as price, retailer, colour and fabric can allow firms to enhance their product offerings and marketing strategies. Social implications This study highlights the social ramifications of the modesty-focused industry, stressing the changing tastes and requirements of customers within this sector. By aligning their strategies with these societal shifts, fashion companies can contribute to a more inclusive and diverse industry landscape. Originality/value This research contributes to the academic literature on modest fashion by using a unique combination of exploratory data analysis and machine learning techniques with fashion e-commerce data sets. This study addresses a gap in the use of big data within this field, and provides novel insights into consumer demand for modest garments. This study challenges the prevailing assumption that consumers of modest fashion prioritise premium pricing, and offers fresh insights into their price sensitivity across both mass-market and luxury segments. It contributes to the literature on consumer behaviour in niche fashion markets and introduces a theoretical framework for understanding the intersection of fashion, culture and consumer economics within the context of modest fashion.

Style on Trial: The Gendered Aesthetics of Appearance, Corruption, and Piety in Indonesia

Abstract In the two decades since the end of Suharto regime in Indonesia, two apparently distinct public industries have emerged in tandem: gendered forms of religious style, glossed as modest fashion, and legal efforts to hold citizens accountable for theft, glossed as corruption. Many of the most high-profile anti-corruption cases in the past decade have brought these two fields into semiotic interaction, as female defendants increasingly deploy forms of facial cover associated with extreme religious piety to signal humility and shame when appearing in court, in the process complicating the relationship between religious semiotics and criminality. Analyzing how and why these two genres of political communication have intersected in the past decade, and to what effects, requires situating these shifts in the context of dense aesthetic archives in which the spectacularity inherent to fashion resonates with the unique impulses of a post-authoritarian political landscape in which uncovering secrets is especially alluring. I argue that the hermeneutic impulses motivating popular fascination with criminal style, often circulated via social media, open new analyses of the ethical relationship between beauty and justice. Building on the scholarship on transparency and on the human face, I argue that putting gendered religious style at the center of the analytical frame—from religious self-fashioning to court appearances, and as forms of political protest—reveals the ethical impulses behind seeing and being seen, and the faciality of scandal.

Muslim Intention to Buy Sustainable Modest Fashion: A Value-Attitude-Behavior Approach

Purpose: To analyze the factors that influence the intention of Muslims to sustainable modest fashion. Design/methodology/approach: using quantitative methods. The analytical technique used is Partial Least Square-Structural Equation Modeling (PLS-SEM) with 220 respondents as a sample of Muslims in Bandung City, Indonesia. Findings: The results showed altruism, egoism, and Islamic religiosity affect attitudes. Then, altruism value, egoism value, and attitude affect purchase intention. However, Islamic religiosity does not affect purchase intention. Practical implications: Entrepreneurs can incorporate the values of altruism and egoism in their marketing communications. In addition to emphasising environmental and social protection aspects, businesses can pay attention to the aesthetics and quality of their products. Meanwhile, the government can provide support through policies and facilities that encourage the production and consumption of products that are in line with sustainable development goals (SDG’s). Originality/value: This study examines the influence of altruistic values, egoistic values, Islamic religiosity, and attitudes on purchasing intentions in one theoretical framework. This research specifically focuses on one type of fashion product, namely modest fashion, which has not been widely studied in previous research in the realm of sustainable consumption.

Innovation meets modest fashion-based localism: A systematic literature review

Research on innovation, localism, and modest fashion has garnered significant scholarly attention in recent years. However, existing studies have not produced conclusive results regarding the link between innovation in modest fashion and localism. This systematic literature review aims to identify research trends, theories, and innovations in modest fashion and determine factors related to innovation in modest fashion on the basis of localism. The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method was used to analyze 24 articles on innovation, localism, and modest fashion from the Scopus, Web of Science, and ProQuest databases. The results indicate a growing trend in the themes of innovation, localism, and modest fashion over the last decade. Additionally, six main factors have emerged to answer the research question regarding the determinants of innovation: design-driven, market-driven, technology-driven, localism-driven, culture-driven, and sustainability-driven. These factors emphasize the significance of considering localism and sustainability in shaping future innovations in the modest fashion industry. The study concludes that the combination of these driving factors can greatly influence the development of innovative strategies that align with consumer preferences and global market trends. Moreover, the findings of this review contribute to the growing body of knowledge on the relationship between innovation and localism, offering practical insights for business leaders and policymakers. By understanding how localism can drive innovation in the modest fashion industry, businesses can better position themselves to create sustainable and competitive advantages. Future research should focus on further exploring these factors to provide more in-depth insights into the role of localism in promoting innovation and business performance in the modest fashion sector.

Modesty in business, bold in fashion: entrepreneurial experiences of U.S. Muslim women in niche fashion markets

Muslim modest fashion is experiencing unprecedented growth in the fashion industry, driven by young Muslim women consumers worldwide expressing interest in this market segment. Yet, few scholars have examined women entrepreneurs who created modest Islamic fashion brands and their experiences launching and sustaining their businesses, particularly how their intersectional identities inform their business practices and outcomes. Therefore, we asked, (1) Why and how did Muslim women entrepreneurs start their modest fashion brands? (2) What are their experiences starting and sustaining their modest fashion brands; and (3) How do agency, intersectionality, and oppression intersect with these women’s experiences? To understand the lived experiences of these entrepreneurs, we conducted oral histories with three Muslim women entrepreneurs. Following thematic analysis using open, axial, and selective coding, we identified numerous themes that help explain their entrepreneurial experiences. Overall, the women started their businesses to create the much-needed space for Muslim women in the fashion system as modest fashion was largely non-existent. The women started with a few products and largely one target market in mind, yet expanded to other religions that embody modesty values. In sustaining their businesses, the owners were highly controlling and involved in every aspect of their business. They expressed starting and sustaining their business was difficult due to their lack of experience, the time intensity of running their business, and difficulty in finding funding. Additionally, they had added layers of White supremacy in these experiences as women of color business owners. Yet, they expressed numerous successful strategies including centering the nuanced Muslim woman identity in product design and marketing. Their consumers expressed much ambivalence in that they loved and criticized the brands for various reasons. The entrepreneurs certainly focused their business on Muslim identities, but also had heightened awareness and attention to environmental justice given the state of the fashion system and its negative contributions to the environment. Overall, through this research, we demonstrate how these entrepreneurs navigate the complexities of starting and sustaining their niche businesses amidst the oppressive cultural environment for American Muslim women in a post-9/11 context within a capitalist framework. Individuals looking to develop businesses catering to marginalized communities can utilize our findings to educate themselves on oppressive environments they may encounter in the future and navigate the tightrope of criticism and love from marginalized consumers looking to buy their products.

Advancing Muslim Modest Fashion Clothing

The rise of digital marketing involves leveraging fashion influencers, like bloggers and celebrities, to expand brand reach and drive sales, more notably in the post-pandemic era. In the realm of modest fashion, young female Muslim influencers have played a significant role, tapping into a vast market and positively impacting the global economy. Therefore, this study attempts to explore the impact of these influencers on female modest fashion consumers' decisions associated with their visible Muslim identity and to understand the fashion-faith landscape through the challenges for the influencers. Driven by the theory of two-step communication flow among fashion opinion leaders and fashion consumers, this study adopted a qualitative approach and a research design underlying hermeneutic phenomenology by using semi-structured interviews with modest fashion consumers and secondary source information about influencers. The findings offer valuable insights for consumers, industry stakeholders, and policymakers to support the modest fashion trend and promote a dignified Muslim identity.

THE DIFFERENCES IN MEANING BETWEEN MUSLIM WOMEN'S MODEST CLOTHING AND WOMEN'S CLOTHING ADVERTORIALS

Modest fashion has progressed positively in the last two decades. Designers and advertisers are trying to attract modest fashion’s consumers. One of the mediums to promote it is by advertorials. Analyzing words and phrases used in advertorials can help advertisers, practitioners and other concerned parties to understand how advertorials are written. Using Leech’s theory toward meanings, this study aimed to analyze and compare the differences between the advertorials of Muslim women modest clothing and women's clothing from semantic perspective. This study applied a descriptive qualitative approach by analyzing four advertorials of women’s modest, formal, and casual clothing. The results of this study show that the advertorials of modest clothing seem to use a thematic meaning by creating the images of comforted and elegant looking Muslim women in modest clothes. On the other hand, the advertorials of women’s formal and casual clothing look to portray the wearers as sexy and confident women. Although both types of advertorials give meanings with empowering themes, they explore different aspects of empowerment to give understanding toward their potential consumers.

Women undercover: Exploring the intersectional identities of Muslim women through modest fashion

Significant discrimination is directed towards Muslim women who dress modestly. Despite this, Muslims around the world continue to spend tens of billions of dollars on modest fashion. Past research in modest fashion has focused on modest fashion influencers, the industry or on veiling. Muslim women’s everyday dress practices and their lived experiences have not been studied through an intersectional lens. Through an intersectional theoretical framework, this research uses wardrobe interviews with sixteen Muslim women to explore how they embody their identity through modest fashion, how intersectionality impacts their clothing choices and what contexts influence their sartorial decisions. Three themes emerge: what influences their style; how they shop and style outfits; and what consequences are faced. By prioritizing modesty as a sartorial practice, these women are diverting the western gaze, navigating away from superficial and oppressive western beauty ideals and challenging narrow Islamophobic stereotypes.

Optimalisasi Peran Lembaga Keuangan Syariah dalam Inklusivitas Grand design Ekonomi Syariah di Tingkat Asia

We will not receive God's kindness if we obey him and eat and drink from what He has commanded us to consume or from what He has made lawful. Our efforts, however, will be in futile if we disobey Him and continue to eat and drink from what is illegal. When we discuss halal products, we are discussing halal food items and beverages. Products that meet the requirements for legitimacy under Islamic Shariah are referred to as halal products. Items that are suitable for use with food and drink include: First, steer clear of anything that contains or is produced from pork. For example: bristle brushes made of swine feathers, lard (pork fat), gelatin, lechitine, and emulsifiers (E471). QS. Al-Baqarah (2):173 contains it. Both meats are from halal animals that were killed in accordance with Islamic Shariah regulations. Al-Maaidah, QS. (5):3. 3. Any food or beverage that isn't made with alcohol or any of its byproducts, or that purposefully adds non-alcohol ingredients and isn't khamr. QS. Al-Maaidah (5):90, Al-Baqarah (2):219. The fourth is neither blood nor a corpse that is off-limits to human consumption. Al-Baqarah, QS. (2): 173. Including any and all foods acquired lawfully. Everything is allowed to be consumed, especially food and liquids. Eat what is righteous and excellent in the earth, men, and do not walk in Satan's footsteps, for he is clearly your enemy.Notwithstanding the ongoing unpredictability caused by the COVID-19 pandemic, Dinar Standard projects that the six actual sharia economy sectors—halal food and drink, modest fashion, cosmetics, pharmaceuticals, media and recreation, and travel—will account for 9.1% of the total growth in Muslim spending worldwide by 2022. By 2025, this growth is predicted to have increased by 7.5% to US$2.8 trillion. (CAGR)

AESTHETIC VALUES OF SPORTS HIJABS DESIGNS BETWEEN MALAYSIAN AND INTERNATIONAL SPORTSWEAR BRAND

Sportswear market, normally by slinky legging, crop tops and close-fitting apparel. (Viktoria Hermann, 2022). Recently, the value of sports hijabs in global modest fashion has been growing over the past few year about $368 billion (Hafsa Lodi, 2020). Traditional hijabs vary from basic scarves to intricate multi-layered pieces, offering a fluid silhoutte that covers the head and neck entirely. However, during various athletic activities, these garments can easily slip off or get caught, possing both a modesty concern and a safety risk for the user. In contrast, sports hijabs maintain the same level of coverage but have a snugger and more secure fit. (Palmer G.D., 2023). Objective of this research is to idenfity the aesthetic value design, features and function of each sports hijab designs in the market. The researcher conducted observations and analyses on two (2) distinct local brand who are focusing in sports hijabs. This paper aims to determine the visual aethetic design of sports hijabs by evaluating and comparing between international and local sportswear brand in various aspects including details, features and materials.

Muslim women consumers: Critical interpretations of US modest fashion brands entangled with the fashion-advocacy-capitalist-façade

Following 9/11, some young Muslim American women have been wearing hijabs to assert their Islamic identities. They are also seeking fashionable modest clothing, yet, despite their growing buying power, the US modest fashion market targeting Muslim women appears underserved. The purpose of this study was to critically examine how niche modest fashion brands in the United States target Muslim women while drawing upon theoretical concepts centring on oppression and agency related to the long history of gendered Islamophobia Muslims have experienced. We analysed eleven brands’ websites and social media applying the constant comparative method and identified four themes: empowering Muslim women, reclaiming modesty as modern and beautiful, meeting fashionable modest wear demand, and rejecting and perpetuating colourism. In our analysis of the digital discourses of US modest fashion brands, we revealed that these brands emerged to meet the demand of young Muslim woman in the United States who are embracing the hijab and modest clothing as a potent symbol of resistance against western ideologies, the fashion system’s oppressive acts towards Muslim women and traditional Islamic dress codes. Yet, their advocacy-centred messages – empowerment, reclaiming modesty as beautiful – operate within a profit-driven system, which we theorize as a fashion-advocacy-capitalistic-façade. The fashion-advocacy-capitalist-façade concept helps explain the slippery slope that fashion brands are tiptoeing as they aim to empower Muslim women, offer trendy modest clothing, reject traditional Islamic dress codes for women and create space in the fashion market for this unmet demand. Although these brands aim to promote a positive sense of self for Muslim women, they cannot be withheld from critical examination and potential interpretations when operating within the capitalist-driven industry that is so often plagued with significant injustices.

Challenging the fashion academy: Intersectional perspectives on justice in the evolving fashion system

This Special Issue of the journal focuses on the intricate relationship between justice and the fashion system, presenting a collection of groundbreaking research articles and reviews. The aim is to highlight the importance of intersectional and advocacy-based research in fashion studies, with a focus on historically marginalized identities. The articles employ diverse research methods, including literature reviews, material culture analysis, interviews and historical investigations. The articles cover a range of topics that examine justice within the fashion industry. One article critically analyses scholarship on Black women and fashion, highlighting the dominance of research centred on resistance, oppression and Eurocentric beauty standards. Another article explores the representation and experiences of Muslim women in modest fashion brands, examining the intersection of oppression, agency and capitalist practices. Additionally, the issue includes articles centred on fatness and fashion, discussing transgressive dress on YouTube, resistance against weight stigma on Instagram, and the historical development of sizing systems for fat bodies. Two reviews featured in the Special Issue provide insights into the relationship between fashion and intersectional feminism in American society, as well as the historical significance of Bomba attire in Puerto Rico. Overall, this collection of articles and reviews offers a comprehensive exploration of fashion studies through the lens of historically marginalized identities, shedding light on the industry’s potential to challenge discrimination and promote inclusivity. The issue calls for continued engagement with intersectional and advocacy-based research to drive the growth and evolution of the discipline, ultimately working towards a more equitable and inclusive fashion industry.

Investigating Social Media Influencers’ Credibility and Religiosity, and The Moderating Role of Hedonic Value on Purchase Intention of Modest Fashion Brands

Investigating Social Media Influencers’ Credibility and Religiosity, and The Moderating Role of Hedonic Value on Purchase Intention of Modest Fashion Brands

Halal Fashion in Indonesia as A Business Industry

This study seeks to map research related to halal fashion in Indonesia published by Dimension indexed journals from 2015 to 2023. NVivo 12 Plus was used to conduct thematic studies and frequency was used to evaluate 86 publications in the scientific literature. The results found that the number of publications fluctuates from year to year related to halal fashion research in Indonesia, which indicates that this topic is an interesting topic and must continue to be developed. In addition, various focuses of discussion and cluster analysis that describe the research path in halal fashion research in Indonesia include Motivational Factors for the Halal Fashion Industry in Indonesia, Modest Fashion and Halal Lifestyle in Indonesia, Halal Fashion Consumer Behavior in Indonesia, and Halal Fashion Product Development and Branding in Indonesia. This research can be used as a starting point for experts to build graphic visualizations of halal fashion research patterns in Indonesia in published scientific research.

Transnational entrepreneurship. Insights from female entrepreneurs in the modest fashion industry

Transnational entrepreneurship. Insights from female entrepreneurs in the modest fashion industry

Development of the Halal Industry in Indonesia: Opportunities and Challenges after the Covid-19 Pandemic

The halal industry in Indonesia after Covid 19 has experienced growth, with Indonesia's population of 229.6 million in 2020, it has not been able to make Indonesia a supplier country for the needs of halal commodities in the world, there are many challenges that deserve joint attention to make Indonesia the center of the world's halal industry as targeted by the government in 2024 there will be two challenges in general, namely external challenges and domestic internal challenges, while opportunities for the halal industry in Indonesia are in the halal food sector, Islamic finance, halal tourism and Modest fashion. For this reason, this study aims to look at the Development of the Halal Industry in Indonesia regarding Opportunities and Challenges in the Post-Covid-19 Pandemic. This study uses a literature study, a descriptive approach, data and information collected from various literature from secondary data. Through this research, the authors hope to contribute to a portrait of the halal industry in post-pandemic Indonesia, so that they can see opportunities for development.

A Systematic Review of Modest Fashion Perspectives in the Malaysian Fashion Industry

Modest fashion has become popular over the last decade and is promoted as the latest dressing style. Modest fashion is usually mistaken for Islamic wear, specifically in the Malaysian fashion industry. Malaysians' acceptance of the Islamic lifestyle started long ago, with the continuous adaptation of multiculturalism. This paper aims to determine modest fashion in the context of the Malaysian fashion industry. A systematic review of the published articles and literature was conducted to outline the concept of modest fashion and the relevant issues in modest fashion perspectives. The study identified five innovative components in its conceptual framework: beliefs, fashion expertise, management of business relationships (BRM), fashion culture, and social media influencers originating from modest fashion. The conceptual framework also included related keywords from past research. The findings in this study indicated a positive relationship between modest fashion and faith practices in Islam. The results implied a need for future research to study the acceptance of modest fashion as a dressing style among non-Muslim consumers in Western countries. This paper concludes that modest fashion has evolved into one of the mainstream fashion lines in the fashion world and is no longer seen as a conservative style of fashion.

Mary, Queen of Style: Catholic Modest Fashion in Midcentury America

In the middle of the twentieth century tensions arose in American Catholicism surrounding clothing and modest femininity. As more revealing garments made their way into popular culture, Catholics began to both emphasize and question the importance of modest clothing. Two groups emerged to promote the modesty cause. Supply the Demand for the Supply was a youth-led activist group and the Marilyke Crusade was a priest-led purity initiative. Both groups were influenced by the rise in popular devotion to Our Lady of Fatima, rooted in Marian symbolism, and emphasized the importance of full coverage fashion as it related to Catholic values. Despite their similarities, the two groups functioned separately from one another and under distinctly different identities. This article compares the history and activities of the two groups while analyzing lived religion through Catholic material culture.

Unpacking nontarget majority consumers’ responses to modest fashion: how market controversy perpetuates marketplace exclusion

ABSTRACT Combining trends in style and form with religious considerations, modest fashion has grown worldwide despite a series of intense controversies in Western countries from the mid-2010s. Building on the sociology of scandal, we identify three rhetorical strategies that structure nontarget majority consumers’ responses to modest fashion, i.e. the place of religion in modern society, the defence of freedom, and the search for a harmonious society. Interestingly, the strategies of both the detractors and promoters of modest fashion appear to be built upon common values and norms, though at a collective vs. an individual level, respectively. This discursive dynamic allows the former to moralise their attack while neutralising the defence of the latter, thereby setting the public agenda, and leading to Muslims’ marketplace exclusion.

Sustainable Textile Practices by Integrated Viscose Rayon and Yarn Producers: An Empirical Study

Objective – Modest fashion growth rapidly while it was reported that world textile fibre production is dominated by non-biodegradable fossil fibres (e.g.: polyester). In this situation, viscose rayon presents as an alternative to substitute non-biodegradable textile fibres, because it primarily produced from wood, having natural characteristic, and biodegradable. In contrast, the nature of viscose rayon manufacturing steps involves significant amount of chemicals and utilities, which is also high risk to environment. This qualitative research aims to examine the sustainability practices in first largest viscose rayon and yarn producers in Indonesia as well as their customers response and find out the organization’s contribution to green textile manufacturing. Methodology – content analysis Findings –This study found that the producers implement the sustainability practices in the field of textile, apparel and fashion industry. Positive response from their customers also found toward the implementation of sustainability practices, including green purchase intention. Novelty – Some implication found for first largest integrated viscose rayon and yarn producers in Indonesia in order to enhance their strategy and contributed to sustainable textile practices globally. Furthermore, some recommendations are given to relevant party to support viscose rayon and yarn sustainable practices while at the same time contribute to ISO 26000 and Sustainable Development Goals (SDGs). Type of Paper: Empirical JEL Classification: L23, L73, Q01, Q53. Keywords: Content Analysis; Manufacture; Sustainable Practices; Textile, Apparel And Fashion; Viscose Rayon And Yarn. Reference to this paper should be made as follows: Andalia, D; Kurniawati. (2023). Sustainable Textile Practices by Integrated Viscose Rayon and Yarn Producers: An Empirical Study, J. Fin. Bank. Review, 8(1), 28 – 42. https://doi.org/10.35609/jfbr.2023.8.1(1)