Consumer Segmentation and Product Target Market in Modest

Consumer Segmentation and Product Target Market in Modest Fashion 1
CONSUMER SEGMENTATION AND PRODUCT TARGET MARKET IN MODEST
FASHION
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Consumer Segmentation and Product Target Market in Modest Fashion 2
Executive Summary
The report provides an in-depth analysis of consumer segmentation and target market, which
focuses on modest fashion in the United Arab Emirates. The decision to use the United Arab
Emirates for the research study was reached after considering the country’s wide population with
different age groups and different cultures under one major religion (Islamic). This research
provides a comprehensive report that can be useful to an organization especially in determining
and choosing a target group in the fashion clothing setting or environment with an objective of
maximizing profit. Besides, the report provides the characteristics, preferences, and taste of the
customers in relation to modest fashion.
Key words: Fashion, Consumer, Segmentation, Market,

Consumer Segmentation and Product Target Market in Modest Fashion 3
Table of Contents
Executive Summary.........................................................................................................................2
1.0 Introduction................................................................................................................................6
The Focus of the Study....................................................................................................................7
2.0 Research Questions....................................................................................................................7
2.1 Research Methodology: Qualitative2........................................................................................8
2.2 Methodology Selection..............................................................................................................8
2.3 Goal of the study........................................................................................................................8
2.4 Choice of Qualitative Research Method: Focus Group.............................................................9
2.5 Less Suitable Techniques........................................................................................................10
2.6 Demographic............................................................................................................................11
Sample Selection...........................................................................................................................11
3.0 Data Analysis...........................................................................................................................12
Results and Discussion..................................................................................................................13
Amount of summed income vested on purchasing........................................................................14
4.0 Findings...................................................................................................................................15
4.1 Amount Spent on Modest Clothing in a Month.......................................................................18
Corporate Website Shopping.........................................................................................................19
5.0 Discussion and Recommendations..........................................................................................20
6.0 Conclusion...............................................................................................................................20
Bibliography..................................................................................................................................22
Appendix A Interview Questions..................................................................................................24

Consumer Segmentation and Product Target Market in Modest Fashion 4
1.0 Introduction
Over the past years, modest fashion has attracted substantive traction globally as well as notable
brands in the fashion niche, which comprises Tommy Hilfiger, DKNY among others (Cowart&
and Goldsmith, 2017).Ideally, these brands have materialized new modest collections. Modest
fashion is a trend that comprises dressing clothes, which generally have a comfortable as well as
a stylish look and collates well with the body (Osterwalder and Pigneur, 2010). Globally people
have embraced modernism, and fashion is perhaps regarded as one of the most considered issues
in youths and adults as well as kids. Celebrities have also embraced the aspect of fashion, as they
mainly use it to market their songs as well as depicting their own unique looks (Kavakci and
Kraeplin, 2017). The growth is linked to the awareness of social media, brand awareness and
advancement in technology.
According to Samli (2015), female customers’ purchases are mainly believed to achieve certain
societal positions. The recent surge in modest fashion is predominantly associated with the rising
youth population where individuals demonstrate their style. Various aspects of modernity and
consumerism have played an integral part regarding how people view fashion, as marketing
strategies shifts towards pushing modest fashion as unique (Thornberry, 2010).
The modest fashion niche has emerged as a critical driver of economies, having a projected
worth of over $245 billion dollars, presumed to grow to over $376 billion by 2021 (Cacciolatti
and Fearne, 2013). The whole industry is estimated to have a net worth of $ 2.5 trillion (Samli,
2015) Mass-market retailers and designers who identify that modesty is a fashion choice and a
lifestyle is changing the public image regarding modest dressing.
Some decades ago, shoppers of modest fashion religiously adherent attire tended to portray a
lack of style, as the consumers were compelled to layer clothes (Samli, 2015) However, the

Consumer Segmentation and Product Target Market in Modest Fashion 5
advent of technology and the increased youth generation has enhanced an opportunity for
change, as modest fashion supporters challenging the norm by enhancing unique and stylish
looks. Furthermore, Morsing and Schultz (2014), highlights the vital moments in the modest
fashion market. As role models, celebrities create trends by sharing modest outfits, tips, and
tutorials that were previously unavailable in the mainstream media (Cacciolatti & Fearne, 2013).
Most individuals follow these trends because of exposure to them in various instances.
1.1 The Focus of the Study
The study has an inclusion of two main sources of data: primary data and secondary data.
Primary data was mainly gathered through a focus group discussion having six modest fashion
shoppers from similar racial, religious, and backgrounds. The research employed a qualitative
approach to explore the unique perspective of modest fashion shoppers and analyzing the
potential market (Barnard, 2017). The secondary data were gathered from past scholarly works
and offered background knowledge on consumer segmentation and potential market for modest
fashion products.
2.0 Research Questions
The main question raised in the research was to find an in-depth analysis of the appeal of the
product and highlighting the potential market, highlighting customer segments in Dubai market.
The study comprised the following questions:
What is the appeal of the product in marketing for the modest fashion?
What is the potential market for the highlighted modest fashion market?
What is the customer segments associated with modest fashion?

Consumer Segmentation and Product Target Market in Modest Fashion 6
2.1 Research Methodology: Qualitative2
The study employed the qualitative technique that compelled the data used are analyzed and
collected in a manner that resonates with the ideas of experts in the fields and objectives to find
solutions and draft recommendations for the problem being researched. The qualitative technique
was settled as a method of meeting the objectives of the research, and it was ideal as compared to
the quantitative technique to gather the relevant data. A wide scope of sources was employed as
a means of gathering secondary data on the subject, and that critically analyzed. The use of the
qualitative technique was critical to ensure that the research was conducted in a manner that
guarantees a comprehension of the value of customers.
2.2 Methodology Selection
This technique was selected because it offers an effective development of a perspective
associated with the subject matter. Typically, the qualitative technique was settled because it
allows efficient answering of the highlighted research questions under investigation. The
research questions played a critical role in determining the ideal method to be used. Nonetheless,
it was also ideal to put into consideration more practical realities, for instance, the availability of
the resources that were critical to materialize the study. The resources included the availability
and nature of participants, availability of data, as well as the knowledge and skills of the
researcher responsible for conducting the study topic.
2.3 Goal of the study
The objective of this study is to find substantive information regarding potential market of
modest fashion in United Arab Emirates; therefore, analyzing consumer segmentation is vital to
the study. The accomplishment of this aim is vital to the study as it guarantees that it remains