Initiation and Marketing of Hijab Brand

Hijab Marketing 1
Initiation and Marketing of Hijab Brand
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Hijab Marketing 2
Initiation and Marketing of Hijab Brand
Muslim women have changed the way they dress by wearing fashion hijab clothes as they
adhere to the Sharia law (Hasnah and Harun, 2016). In my thoughts, hijab is an emerging fashion
and also a religious sign of modesty and privacy. The large market of Muslim community in the
world is still untapped giving Fashion designers a niche to explore. The world has a population
of about 1.7 billion Muslims with more than 600,000 located in Australia (Tolj, 2017). From my
understanding, Australia is a multicultural country also has a big population of workers with a
large amount of disposable income which makes the local market big for hijab brands and
retailers. Big brands like Nike have already seen the market and they are making sporting hijabs
with an attempt to promote the Islamic culture.
Creating and initiating a hijab brand will require the designer to establish a niche. From
my understanding, the niche, in this case, is the Muslim women and non-Muslim community
who wear the hijabs. Focusing on this specific group of people will make it easier to market the
brand in Australia. It will also promote customer loyalty to the brand (Richard, 2017). I have
learnt that a great and unique design that differentiates your brand from others in the market is
necessary when establishing the hijab brand. The design needs to look great in the eyes of the
consumer otherwise it will definitely fail in the market.
I have also learnt that the quality of your brand needs to be excellent. It is possible to
fool your customer once but you cannot fool them twice. Profits are tempting and most designers
sacrifice quality for higher profits (Richard, 2017). The quality of your brand affects the
customer's decision to come back for more and also invite others.

Hijab Marketing 3
Keeping in mind the large Muslim consumer population, it is important to apply several
strategies in order to reach the local and international market. In my knowledge, stablishing an
international market requires one to think global. Other strategies to entering the international
markets and also exploring the local market further require that the designer builds a community
for their brand, establish influencer marketing strategies, create a creative content mix.
The Middle East and other Arab countries are the most growing markets with most
fashion retailers taking their brands to the region (Jones, 2003). The consumers in the Arab
world are more demanding to the increased fashion and culture factors influenced by the
religion, norms and the values which shape the consumer behaviour (Busnaina, 2015, P.2).
Therefore, hijab fashion designers targeting this market needs to be sensitive and understand the
culture in order to satisfy the consumer needs.
In an attempt to approach the international market, I have learnt the importance of a
SWOT analysis. Doing a SWOT analysis on the hijab brand to be introduced will help in
knowing the current trends in the market and the capability of the brand company. The strengths
of the business include the availability of financial resources which is important for any business.
The other strength is the growing trends for hijab which promotes the need for modest fashion in
the Muslim community. Weaknesses for the business would be fact that the fashion designer is
aiming at diverting attention to a new market away from Australia. This is a weakness as the
designer does not have an established international market for her hijab brand. Another weakness
is that the designer has not yet established the brand even in the local market and the brand is
starting from scratch.
The opportunities are however appealing since the availability of online marketing
strategies such as the use of social media platform makes it easy to introduce her products to the