Emerging modest fashion industry: What plays a greater role in modest dressing, religion or culture? Implications for strategic marketing

Abstract

This study explores the emerging modest fashion industry worldwide, and Muslim women are the basic unit of the study, and it draws whether culture or religion has a greater influence on modest dressing of women. By a deep study of existing literature on modest dressing, we tried to understand whether today’s women’s modest dressing falls under the Islamic ethical framework. This study is theoretical in nature, apart from thorough study of research papers and different books, and it has deep analysis of interviews taken by other researchers, and conclusions are drawn based on those interviews and respondents’ personal views. This study also shares stories of Muslim women from all over the world, and some documentaries have been shared for the vast knowledge of the topic. Most importantly, personal observations are mostly used to come up with a result. This research includes only critical analysis of existing literature and does not include any empirical work. Lastly, among all factors, we come up with the result that culture has a huge impact in transforming the modesty. Ultimately, Muslim women, a huge market segment for modest fashion, desire to keep both faith and fashion sense.