Building a Modest Fashion Brand
Codilla, Diana; Mohamed Salad, Aisha (2021)
Codilla, Diana
Mohamed Salad, Aisha
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202105178966
https://urn.fi/URN:NBN:fi:amk-202105178966
Tiivistelmä
Our thesis objective is to conduct a product-based thesis by creating a brand guideline for The New Modest. The topics we are going to cover is the modest fashion industry and branding. The modest fashion industry is popular amongst Muslim women, but lately, it has been a mainstream trend worldwide.
The goal is to gain deeper insights into Modest fashion and interview the target group to analyse the customers and research the ins and outs of branding. All the gathered information is used to create a brand-building guideline for our commissioner, The New Modest. We conducted focus group interview to understand the Millennial and Gen-Z Muslim Women's shopping behaviour, lifestyle, values, and needs. The commissioner for this project is Aisha Mohamed Salad, who happens to be one of the authors of this thesis.
The findings of our customer analyses show that Millennial and Gen-Z Muslim Women living in Finland have more in common with their non-Muslims peers in Europe compared to their Muslim peers in Muslim majority countries. It has been misunderstood by mainstream fashion brands the needs of Muslim women as they have shown their limited modest fashion collections and sold them in the market for an extremely high price. Muslim women mainly shop mainstream fashion brands rather than modest brands due to trends, quality, and price differences. Muslim women clearly express their needs for clothes which is not so traditional but modern and fashionable.
In conclusion, it is beneficial for marketers to realise the importance of understanding this segment. It is recommended for the commissioning company to develop market-specific strategies for product development since Muslim women living in Finland have a different set of values and clothing styles from those living elsewhere. This study also suggests collaboration with Muslim's influencers for product creation, especially for branding purposes. The choice of using influencers is to precisely match the target market and interest groups to match their values and style. Lastly, it is recommended to implement brand messaging to continuously attract and acquire Millennial and Gen-Z Muslim Women as consumers.
The goal is to gain deeper insights into Modest fashion and interview the target group to analyse the customers and research the ins and outs of branding. All the gathered information is used to create a brand-building guideline for our commissioner, The New Modest. We conducted focus group interview to understand the Millennial and Gen-Z Muslim Women's shopping behaviour, lifestyle, values, and needs. The commissioner for this project is Aisha Mohamed Salad, who happens to be one of the authors of this thesis.
The findings of our customer analyses show that Millennial and Gen-Z Muslim Women living in Finland have more in common with their non-Muslims peers in Europe compared to their Muslim peers in Muslim majority countries. It has been misunderstood by mainstream fashion brands the needs of Muslim women as they have shown their limited modest fashion collections and sold them in the market for an extremely high price. Muslim women mainly shop mainstream fashion brands rather than modest brands due to trends, quality, and price differences. Muslim women clearly express their needs for clothes which is not so traditional but modern and fashionable.
In conclusion, it is beneficial for marketers to realise the importance of understanding this segment. It is recommended for the commissioning company to develop market-specific strategies for product development since Muslim women living in Finland have a different set of values and clothing styles from those living elsewhere. This study also suggests collaboration with Muslim's influencers for product creation, especially for branding purposes. The choice of using influencers is to precisely match the target market and interest groups to match their values and style. Lastly, it is recommended to implement brand messaging to continuously attract and acquire Millennial and Gen-Z Muslim Women as consumers.