Dolce & Gabbana Entice Muslim Women Shoppers with their Beautiful Hijabs and Abayas
Earlier this month Dolce & Gabbana launched a niche product in a blossoming market. Luxury hijabs and abayas adorned with the Italian brands signature elaborate work just arrived the Middle East. The beautiful items are embellished with lace and luscious prints sure to lure Muslim and non-Muslin fashion fanatics alike.
This is such a strong business move for Dolce & Gabbana. Why you ask? How about $8.7 billion spent on personal luxury goods in the Middle East in 2015 alone. That Bain & Company Luxury Goods Worldwide Market Study noted that spending of such products was up from the $6.8 billion earned in 2014. Once you get a taste for luxury, is it hard to stop? Guess so. Though the region is not (yet?) as thirsty as China ($19.5 billion in 2015) or the leader, United States ($85.6 billion in 2015), the Middle East is outpacing Hong Kong ($7.4 billion in 2015). Thirsty indeed.
It’s a similar move that many brands made to attract the Asian market to their products not even ten years ago. Brands adjusted their collections and it sold like hot cakes. Dolce & Gabbana are wise to diversify. There is a growing and (I suspect) underserved market that has proven they want to keep spending. To me, it’s a no brainer to sell what the people want, especially when it includes more women. It’s early in the line’s launch so we’ll have to wait to see if it is selling.
While there is debate on women’s rights issues associated with wearing hijabs and abayas, what isn’t up for debate is how lovely the collection is. For what it's worth, I love it.
The collection balances the desire to wear what one feels comfortable in and making sure that being comfortable does not sacrifice style. It is not for others to decide if that’s “right” or “wrong” (especially people who, like me, do not fully understand the culture). What I do know is that it is a personal choice. It’s a beautiful one too.
According to the brand’s website store locator there are 10 locations in Dubai, UAE alone that carry Dolce & Gabbana products. They are about the get busy.
Those that can’t shop in store, of course, can purchase online. Online shopping is bringing individuals closer to brands than ever before. It can be a great way to get what you already know you want and deliver it right to you. The same Bain & Company report above notes that the luxury market online has grown ten times since 2005. It now accounts for 7% of market share. The trend will likely continue upwards.
This product extension makes my heart sing as it’s at the very core of what I believe in: celebrating diversity. For many, the world of fashion can feel like it excludes certain people. That maybe fashion isn’t for them. Dolce & Gabbana are proving that they are committed to including. Bravo.