Lessons from innovation in Turkey’s hijab market
Driven by successful hijab and modest clothing global brands such as e-commerce companies Modanisa and SefaMerve, Turkey is leading the modest clothing market driven by its Muslim consumer clothing spending power worth $24 billion in 2014, which accounts for approximately 10 percent of the estimated global Muslim spend on clothing.
The modest clothing market boomed after the end of the headscarf ban, which lasted decades until 2010 in universities, government offices and even in many big private sector companies.
Turkish women, who have always been active members of public and business life as well as academia, are now creating a huge demand for modest clothing. 75 percent of the more than 20 million conservatively-dressed women in Turkey live in large cities and are a key demographic market for modest clothing brands.
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Yakup Kocaman, DinarStandard Senior Associate