Understanding the nuances of modest fashion in Indonesia
Indonesia is home to the largest Muslim population in the world who, according to a 2012 survey by the Pew Research Center, are among the most enthusiastic followers of Islam.
For the modest fashion industry, Indonesia is an extremely attractive market. Indeed, global brands such as Zara, H&M and Uniqlo are steadily gaining traction in the country’s hijab fashion scene. However, retail players entering the Indonesia market will quickly realize that Indonesia is not a monolithic market. And when it comes to modest fashion, an understanding of the nuances can be a valuable exercise for market players wanting to corner the Indonesia market.
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Afia Fitriati, DinarStandard Senior Associate