Putri, N.F, Hameed, A, Akin, M 
ORCID: 0000-0002-9021-869X, Akin, I ORCID: 0000-0003-0918-7441, Khan, M.Z, Banerjee, S and Zaidi, S.M.T
(2024)
'Analysing the modest fashion market: an empirical study of
e-commerce best-selling products.'
Journal of Islamic Marketing.
doi: 10.1108/JIMA-03-2024-0142
Abstract
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.
| Item Type: | Article |
|---|---|
| UN SDGs: | Goal 8: Decent Work and Economic Growth |
| Keywords: | modest fashion marketing, machine learning in fashion, data-driven fashion strategies, consumer behaviour analytics, modesty-conscious apparel |
| Subjects: | H Social Sciences > HG Finance |
| Divisions: | Bath Business School |
| Date Deposited: | 29 Oct 2024 15:45 |
| Last Modified: | 29 Oct 2024 15:45 |
| ISSN: | 1759-0833 |
| URI / Page ID: | https://researchspace.bathspa.ac.uk/id/eprint/16631 |
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