Global, Western fashion brands seeking ‘authentic connection’ with Islamic values and cultural norms

Until recently, the modest fashion space was dominated by designers, retailers and other industry players who are native to the modesty genre. However, with the e-commerce modest fashion industry estimated at $5 billion in 2014 the potential of this market has attracted an in creasing number of mainstream fashion brands such as DKNY, Tommy Hilfiger, and Mango to enter the space. What challenges can Western mainstream brands expect when they move into modest fashion and how should they adapt to these challenges to optimize their chances for success?