Islamic Fashion- Part 3: Market Size

The question marketers are always interested in: how big is the market?

World Muslim populations.  The Islamic fashion is particularly interesting because of the huge Muslim population in the world.  In 2010, 23.4% of the world population or 1.6 billion people are Muslims.  (For those of you who may be confused, Islam is a religion, while Muslims are the people with Islamic faith.)  Islam is the second largest religion in the world, next to Christianity.  But based on the high birth rate of Muslims, it may become the largest within this generation.

If we divide the world into 5 regions, Asia Pacific has the largest population and also the largest Muslim population, or over a billion Muslims, a 62% of the world. 

Muslims in ASEAN.   Everyone talks about the AEC (ASEAN Economic Community) coming in 2015 these days.  You look up the newspaper, there are at least two or three news or seminars preparing us for the AEC.  Among the 10 countries making up of ASEAN, the total population in 2010 was 573 million, 40% of that, or 234 million, are Muslims.  We really do not have to go very far to sell to look for the market- just right outside our door steps.

Among the ASEAN, the largest country Indonesia, out of 232 million people- 88% are Muslims or 204 million.  Thailand has less than 6% or 4 million Muslims, that’s probably why this is not very obvious to most of us.

World demand for Muslim fashion.   If we only focus on the women’s side, we are talking about at least 800 million people.  And 40% that, or 320 million, is 25 years old and under- the spending group.  The adult women, another 480 million, also have to buy their clothing somewhere.  Well, for that matter, the men have to wear something too.  And their clothes are all covering, a lot of yards of fabric per head consumption, I’d say.

World market of Islam fashion.  The world Muslim fashion industry is estimated to be worth US$96 billion.  This is based on the assumption that half of the 1.6 billion Muslims each spend US$120 a year on modest clothing.  That’s around 3,600 THB a year or 300 THB a month.  That’s a very small estimate indeed.  You can hardly buy a T-shirt with that amount.  So, I’d say it’s on the low side. 

It was estimated that in the UK with 1.5 million Muslims, Muslim fashion can be worth between US$90 to 150 million a year.  At that rate, the 16 million Muslims in the EU, a potential clothing market can be valued at US$960 million to US$1.5 billion a year.

ASEAN market.  For the ASEAN market, if we are to estimate with the US$120 per year spending as well, we can estimate it at US$48 billion market right here in ASEAN. 

Muslim fashion in Thailand.  What about for our local market, how big is it?  We can then estimate the Thai market, using the US$120 per head per year for half of the population, to be worth US$ 240 million a year or THB 7.2 billion a year.

Now is that big enough to get your attention?  If so, stay tuned for our next blog.

Reference:

The sharepoint: The "Muslim" Fashion Industry http://thepurplesharepoint.blogspot.com/2010/11/muslim-fashion-industry.html#ixzz1pemck9sh

Muslim fashion goes globalhttp://muslimvillage.com/2011/09/28/15152/muslim-fashion-goes-global/

Islamic Fashion Part 2- Background

Since I didn’t know anything about the topic, I figure it’s best to read up on its history.  As the name clearly states it, the clothing has all to do with the Islamic religion and the Muslim tradition- not the location, not the nationality or race

According to the Muslim tradition, “the honor of the family resides in the conduct of its women.”  “Honor depends on a woman remaining chaste; should she be violated in any way, the men of the family risk being seen as weak and perhaps even being ostracized. Thus, in order to be respected by men, and protected from them, in public a woman should not flout her looks.”  

Based on their Qu’ranic principle, women are to “dress modestly in public.”; that is the key.  How you define modestly varies from one region to the other.  But all in all, Muslim women cover all parts of the body except face and hands.  And for public, they mean in the eyes of not only men who are not the woman’s father or brothers, but also in the eyes of women who are not Muslims.  According to this, Muslim women must dress modestly whether they appear in front of men or non-Muslim women.  An interesting point indeed.

We have seen pictures of Muslim women in dark veils.  Most Muslim women today do not wear a full face veil, but wear a scarf called hijab around the head and under the chin.  There are several styles and reasons for wearing hijabs- some for religious purpose, but also as traditional clothing.

In the old days, wearing veils is only for royal family, and the rich.  Peasants, slaves and prostitutes are not allowed to wear veils.  In fact, they would be slashed if disobeyed.  So, actually veil wearing was a status symbol only for the rich and powerful. “For a woman to assume a protective veil and stay primarily within the house was a sign that her family had the means to enable her to do so.”

Later on when there was pressure for their community to adapt to the Western way of life, there was a pressure for the women to leave their veil and hijab behind for the modern clothing.  A number of Muslim women resist for various reasons: political reasons (you cannot make me abandon my veils if I don’t want to), the sudden banning of veils frightened some, a move against the evil of the West, etc.  As a compromise, hijab has been adopted by many as a middle grown.  Women can still move around outside their home wearing hijab and still fulfil their traditional/ religious requirements.

To make the matter even more complicated, the lower middle classes around the world tend to be defended in the face of change.  A number of rural women in Indonesia and the Philippines resist and feel threatened.  “Muslim women began to dress more conservatively as a way to assert who they were.”  Some took “part in veiled and silent demonstrations, or could even hide weapons under long robes.”  Modernization was seen as negative by many.  “Wearing hijab came to symbolize not the inferiority of the culture in comparison to western ways, but its uniqueness and superiority.”

Today there is a trend to revive and create Islamic movements.  Women continue to take up hijab as the modest covering.

The Islamic code of dress is observed both for men and women. As women are not to show any body parts except face and hands, the indecent part for men to show in public include the body from the navel to the knee.  So, designing men shorts for Muslim is not a good idea.

Women are not to wear any clothes made of thin and/ see-through fabric, or the light can go through.  Even hair net is prohibited.  Both men and women are not allowed any body-hugging clothes or show contours of the body.  Only loose-hanging clothes are allowed.  No spandex please.

For men, gold or silk  is not allowed either, as they are feminine in nature.  Again, silk shirt for men with gold trimming is out.

Enough as the background, next time we’ll get into the demand.  You’d be so impressed with the size and market potential.  Stay tuned.

References:

http://www.womeninworldhistory.com/essay-01.html, Historical Perspectives On Islamic Dress

http://www.inter-islam.org/Actions/clothing.htm, Islamic Clothing

Islamic Fashion Part 1- Why Should We Pay Attention?

I am doing a research project, out of personal interest, on Islamic fashion.  What I have found is so fascinating, that I decided to start a series of blog on the topic, in case anyone wants to read up on this later.

Although I spent years doing research in school and 10 years in the beginning of my working career, I have not done any during the past 20 years.  (No need to do the math and try to add my age.  Just say, I’ve been around.)  And man, things have changed!  With internet and google, looking up references and reading materials is just so easy.  There’s no need to move anywhere at all.  In fact, I first started reading up on this literally in bed with my iPad at 5.30 in the morning, before checking the morning news.  It’s just amazing.  Being able to speed read in English is also helpful, I guess. 

Back to the Islamic Fashion, why am I interested?  The way I figure, since Thailand is quite good at fashion design and apparel making and have been trying to get a niche in the global market for years.  Getting into a new market segment that has not been saturated should be a good thing to do.  I look around and find the Islamic fashion fills the ticket.  Not only the potential market is so big because of the huge population, it’s not well understood by most outsiders including the West and the Chinese, Japanese, Taiwanese.  What more can we ask for?  A huge market, some with super rich spenders, not too many players!  Perfect.

Since my background on the topic, like most of you I presume, is virtually none, I decided to read up on history, culture, arts, market size, trends, etc.  Once I line up the topics, I figure if I can motivate myself to write what I find, and create a series of blogs.  Please note, these are not research papers by any means.   I do not offer completeness- just to answer my questions on the topic.  I try to provide the links I found though.  But, really, I found everything I based on entirely from google.com.  So, any of you can do it yourself any time.  No magic to it.  Just use the proper key words.  I use very straightforward ones like “Islamic fashion”, “Islamic fashion history”, “Islamic clothing market”, etc.  There are better ones, I’m sure.  You get the picture?

I’m quite impressed at what I found, normally in the first page of the search.  I more or less got 90% of what I was looking for.  Man, research can’t be easier.  Those were the days that we had to go to the library, looked up the cards and went to the shelves on various floors.  Start talking like an old timer, which I am.

Well, this is supposed to be an intro or a teaser.  We’ll get into the history of it in our next blog.  Stay tuned, if you like.  Or forget it,  Just don’t say I didn’t offer you the thrill to share into this fascinating topic with me.

Cheers.

Tirapan’s 34th Anniversary

Tirapan’s 34^th Anniversary

Last October, I received an invitation from K. Tirapan Wannarat, one of Bangkok’s best high fashion designers for the past few decades.  The occasion was to celebrate his 34^th anniversary- known under his brand, Tirapan.  I was very excited , but, like any major events planned at the time, the party was postponed due to the Big Flood.

The party did take place last week on Jan. 6^th at the St. Regis Bar, on the 12^th floor of the St. Regis Hotel.  This time I was not at the very least disappointed.

The venue was carefully picked to go with the New York theme- St. Regis is one of NY famous landmarks, and the party on the 12^th floor at the St. Regis Bar, with floor to ceiling glass windows showing Bangkok skyline at night, not quite like New York but definitely a cityscape. The event was well attended, the fashion show was marvelous, the ambience was superb, the music, the flowers, all outstanding.

According to the program, the designer sums up the party theme: “The 60’s has always been my inspiration, the rise of the hemline known as “Mini Skirt”, see-through chiffon blouses were safeguarded by strategically placed pockets cut out of 2 or 3 layers of fabric, psychedelic adornment in the discotheque where everyone did the dancing step called “The Jerk”.  Those were the days….”

“Now that Bangkok fashionable population is increasing and Paris Couture is always in their mind as the centre of elegance, romantic and outwardly restrained when the clothes are neat and always feminine, my collection you are about to witness I feminize fashion to the maximum…”

The event was well attended by 200 distinguished guests, VIP’s and fashion editors.  The guest of honor was no other than Princess Siriwanwaree, the talented designer herself.  The set consists of 54 dresses/ evening gowns shown on the catwalk by 22 models- including 12 top Thai movie and TV stars.  The catwalk show was accompanied by live music, of famous songs in the ‘60s.  (I hate to admit, but I know just about all the songs.)

K. Tirapan’s clothes, made especially for this 34^th anniversary party, are all gorgeous.  Though not a fashion critique myself, I found the work all very elaborate, classy, styllish and yes, very feminine.  The lines, shapes, colors and details are just simply fabulous.  I may have a hard wearing any of his clothes, but they are just outrageously romantic.  I can just see Audrey Hepburn walking out with one of his gowns.

Definitely, a night to remember for all the guests who enjoyed the exceptional show, the warm hospitality, sweet music.  It was a classy way to celebrate by such a classy designer. 

And, congratulations, K. Tirapan. We all expect continuing great works from you in years to come, K. Pom.

Credit: all the excellent photos posted here were taken by K. Jade from ThaiCatwalk..  To view more photos, please visit: http://thaicatwalk.com/wordpress/?p=22748