With a potential of reaching $327 billion by 2020, the Islamic fashion industry is on the rise at a rapid pace. According to a report by Thomas Reuters and Dinar Standard, a Muslim market research found that 1.6 billion Muslim consumers spent $266 billion on clothes in 2013. This number is only expected to grow, with the projection to spend $484 billion by 2019.
H&M's new fall collection features a young Muslim girl sporting a white checkered hijab who unveiled the brand's latest collection. Twitter posts reacted to their campaign in admiration and praise, with comments like:
"how rare it is to see a hijab featured in an actual collection? Like wow. Always knew I love H&M."
Another post read:
"So @HM knows how it should be! #Marketing at is its best."
For a culture that is not very Western-centric, the fashion industry is becoming more accepting to this kind of couture that steps outside its comfort zone. Twenty-three-year-old Mariah Idriss, H&M's featured
(PHOTO: TRIBUNE)
model, never expected the campaign to go viral. She does believe that it is an important step in incorporating Muslim women's styles in today's global fashion individuality.
Social media provides a platform that allows one to adapt its marketing strategy to connect with increasingly diverse cultures. According to some fashion advertising market analysts, this kind of marketing initiates conversations on cultural inclusion and acceptance while making business sense. Alia Khan, chairperson of the Islamic Fashion and Design Council, said:
"It wouldn't be very wise of retailers to not be inclusive anymore. This is a very legitimate and strong market and they need to acknowledge, cater and satisfy it."
Muslim women are even increasing their presence on Instagram by showing off their chic, modest style. Islam dictates that both men and women should dress in clothing that is not revealing or immodest. These women are obliging to their culture but showing off their individuality to the world. An Instagram account called HijabFashion has 1.3 million followers and growing, posting hijab style photos from around Instagram.
H&M is not only embracing Muslim culture. The fashion giant uploaded a number of pictures on its Facebook page to comemmerate all kinds of diversity, despite age or gender. Its newest campaign also aims to encourage conserving materials by showcasing recycled old clothes.