Consumer Segmentation and Product Target Market in Modest Fashion

This report provides a comprehensive analysis of consumer segmentation and the target market within the modest fashion industry, specifically focusing on the United Arab Emirates. The research utilizes a qualitative approach, primarily employing focus group discussions to gather primary data from modest fashion shoppers. The study explores the appeal of modest fashion products, identifies the potential market, and examines customer segments. The report delves into the research methodology, including the selection of a qualitative approach and the rationale behind choosing focus groups. It also presents the findings related to consumer spending habits, preferences, and the influence of factors like social media and brand awareness. The conclusion summarizes the key insights and provides recommendations for businesses aiming to succeed in the modest fashion market. The report also includes an executive summary, table of contents, and appendices with interview questions.

Consumer Segmentation and Product Target Market in Modest Fashion 1
CONSUMER SEGMENTATION AND PRODUCT TARGET MARKET IN MODEST
FASHION
By
Name
Instructor’s Name
College/University
Street
Date

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

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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

Consumer Segmentation and Product Target Market in Modest Fashion 7
focused and obtains as much data as possible to undertake the process of answering the research
question. While the latter is on the progress, it is imperative to highlight that the most current
data possible is obtained. The use relevant and current data makes it possible to achieve the aim
of gaining the empirical indicators required to comprehend the association between the product
appeal of modest fashion and its potential market in addition to the customer segmentation of
modest fashion.
Qualitative research techniques have played an integral role within social sciences because they
guarantee there is an efficient study of subjects ranging from managerial work to individual
identity and gender (Morsing & Schultz, 2014). Additionally, it is imperative to note that various
authors have highlighted the considerable contributions that have been achieved on the field
through qualitative research. The use of this technique guarantees there is the provision of
enough information into the aspects that are of interest to both researchers and the individuals
affected by the industry that is being studied. Instead of being regarded as a subjective method, it
is ideal to put into consideration the qualitative method as a fundamental issue of fostering the
comprehension of a study topic and its effect on society.
2.4 Choice of Qualitative Research Method: Focus Group
The major deliverable of the study was to ensure that was gathering of data that relates directly
to customer segmentation and potential market for the proposed modest fashion products. This
needed the recognition of patterns of associations among the constructs that were found within
the answers provided by the participants (Sprott, Czellar and Spangenberg, 2013). The gathered
data was also purposed to aid in the creation of logical arguments regarding the chosen topic of
study. However, to make the study efficient, it was ideal to make sure that there was advocacy of

Consumer Segmentation and Product Target Market in Modest Fashion 8
comprehending associations, which were collected from the answers provided by the focus
groups by using the replication logic.
Hence, each of the focus groups whose members’ answers were scrutinized served as a separate
experiment used as a unit of analysis. With focus groups, it was presumed to have eased the
researcher work by ensuring that replications, extensions, and contrast played a pivotal role in
the development of an emergent theory grounded on the data that was gathered (Singh,
2017).The latter situation guaranteed that there was a focus on the analysis of the data that was
gathered. In addition, it needed the use of the data itself to develop an efficient theory that best
described the results that were obtained from the data analysis.
2.5 Less Suitable Techniques
This research attempts to evaluate the value of the potential market for the fashion market and
the customer segments linked to the modest fashion products business. It is grounded on an
exploratory method, which is grounded in analyzing facts discussed with a focus group of 5
modest fashion buyers. A survey technique was the previously settled method for the research
but was done disregarded because the study required an in-depth analysis regarding the topics
being discussed. This is because it lacks an established theory to guide the hypotheses as the
topic is regarded as a novel. Hence, a survey will not highlight the nuances, depth, and
comprehending that is needed at this stage.
The qualitative approach was settled upon in order to make sure there exists an efficient way of
dealing with complexity and determining the context and associations that are involved in
conducting the study (Silverman, 2018). It is imperative to note that qualitative studies are
essential in situations which conventional statistical techniques are hard to apply. The focus

Consumer Segmentation and Product Target Market in Modest Fashion 9
group technique was settled on over survey because the proposed questions for the survey would
not have amounted to the same results as compared to the focus group. The Survey answers are
presumed to be limited; in addition, open questions are in most cases in surveys left unanswered
due to most having multiple choices. Focus group most questions are open-ended and are
purposed to lead to an in-depth discussion concerning the topic being researched. This tolerates
for related aspects to be raised that may not have crossed the researcher’s mind during the course
of the study.
2.6 Demographic
Customers in most cases have been reported to have wide dynamic arrays of relationship on
demand of a variety of brands based on every step of development in modern fashion and some
of the renowned global brands (Steinhart, 2014). The formation of these networks had a
significant impact based on the selection of study participants and their effort contributions
(Pike, 2017).Consequently, this was more so adequate in enhancing the manner in which modern
fashions brands promotions are conducted through social media platforms (Osterwalder and
Pigneur, 2010). Hence, the qualitative study that focused on study topic properly enhanced clear
understanding of the main situation in modest fashion customer segmentation as well as the
potential market.
Moreover, there are many involved processes, which contribute in collecting more information
raised from the research questions, because modern fashion industry in most cases tends to be
still new in marketing industry with less information compared to various different segments of
the fashion industry (Lewis, 2015). These made it quite possible to gather information by
communicating directly with loyal customers.

Consumer Segmentation and Product Target Market in Modest Fashion 10
2.7 Sample Selection
Selecting participants for the focus group were based on gathering individuals with knowledge
concerning modern fashion. This was a vital aspect as it played an integral part in aiding to
enhance the credibility of the research and having the participants who were ready to offer
honest insights regarding the questions that were asked (Gupta, Shaheena, Prathap & Reddy,
2009). It was also ideal to use the focus groups as it allowed the researcher in gaining a level of
control over the data collection process, as the answers were recorded as soon as were asked.
The participants that were settled on portrayed the features of the broader target population,
which included youths and children who dress modestly. A list of 15 candidates was generated,
and 5 confirmed that they would manage to meet the time, date, and location.
3.0 Data Analysis
The major objective of the study was to affirm gathering of data directly associated with
consumer segmentation and the potential market for the modest fashion products. The focus
group is designed to acquire data regarding the modest fashion potential market and its consumer
segmentation aspects through the attitudes, insights, and self-reported behavior of consumers.
Information was attained through directly asking present modest fashion shoppers. The questions
highlighted in the discussion comprised three main sections:
Personal background – this section of the focus group process, the demographics of the potential
shoppers were gathered from participants. They were requested to complete a form before the
initialization of the focus group discussion — the form comprised basic factors of demography
for instance income, age, occupation, and location. Most of the shoppers in the focus group
depicted the same demography.

Consumer Segmentation and Product Target Market in Modest Fashion 11
The shopping trends of modest fashion shoppers – this discussion had an inclusion of questions
that were mainly purposed to guarantee that there existed a discussion around the shopping
trends of customers, for instance, where they prefer shopping. The findings from the discussion
were critical in the development of the comprehension of how social media has control over the
shopping trends of shoppers.
Online shopping features motivations – this discussion was mainly purposed to ascertain
whether the modest fashion shoppers shop online, the frequency of their online shopping, and the
time spend while shopping ( Benilan, 2017). This comprised the reasons for doing so. This part
of the discussion was mainly aimed at ensuring there was a consideration of the impact of brand
knowledge on the buying trends of modest fashion shoppers. The researcher moderated the
discussion. Questions were asked amidst silence after the discussion.
Questions were circulated to each participant to keep track of what was required to be discussed:
1. Where do you usually buy your modest clothes?
2. How regularly do you shop for modest fashion clothes?
3. How much do you spend on modest clothing in a month?
4. How do you think shopping can be easier, safe and secure, convenient and easy?
5. The influencers of purchasing decisions when buying modest fashion?
Results and Discussion
Current results and what they mean as well as their association withobjectives, and aims of the
findings.
The frequency of modest clothes shopping

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Consumers responded in three ways:
 They purchase when they find convenient items that comply with modesty.
 They shop when they find sales or nice price deals
 They shop when there is an event,and they need to purchase modest clothing for it
According to the findings, 5 out of 6 consumers said they mostly purchase in boutiques and
department stores while traveling. Three of the consumers travel once annually and three travel 3
to 4 times annually, where they do the bulk of the shopping during travels. All shoppers agreed
that they make some purchases before traveling to complete the clothes they may require during
a trip.
Amount of summed income vested on purchasing
The amounts were calculated using the Unite Arabs Emirates Arab Emirate Dirham currency,
which is the AED. It was later converted to the British pound currency by using the Yahoo
Finance.
Income of consumer 1: 12,000 AED =2600 GBP
Consumer 2 (student): 4,000 AED =720 GBP
Consumer 3 and 4 = 37,000 AED = 8,200 GBP
Consumer5 = 32,000 AED = 6,700 GBP
Consumer6 26,000 AED = 4,500 GBP
Spending:
18,000 AED once a year = 4,567 GBP