CHANEL launches hijabs to attract muslim consumers
Chanel is now offering luxury hijabs in an effort to reach affluent Muslim consumers, taking a cue from competitors that have debuted similar offerings in recent months.
Mannequins in the Chanel storefront on Rodeo Drive in Beverly Hills last week were dressed in colorful hijabs, reflective of a growing trend to attract wealthy Muslim shoppers in the area. Chanel has experienced stalled growth as a result of declining global luxury sales, spurring the French fashion house to shift its attention toward new target demographics and enhanced digital strategies.
“The region is in the middle of a creative renaissance, and technology has played a big part in that. Fashion is in the throes of reinventing itself,” Shashi Menon, publisher of Vogue Arabia, told Glossy last week.
Muslim spending power in the luxury fashion market is expected to continue to swell, particularly as the number of Muslims in the world — who currently comprise 23 percent of the total world population — is expected to approach reach 2.8 billion by 2050, just shy of the projected 2.9 billion Christians, according to a Pew Research report.
In response, luxury retailers have increasingly marketed to Muslim shoppers over the past two years. Dolce & Gabbana launched a line of hijabs and abayas in January and Uniqlo following suit in March. DKNY and Tommy Hilfiger both launched capsule collections for Ramadan the previous year, while brands like Zara and Oscar de la Renta also launched products targeted to Muslim shoppers, including conservative outfits and headcoverings.
The Chanel hijab also comes on the heels of France’s controversial ban of the burkini this summer, in which Muslim women were forbidden from wearing the full-body swimsuit at beaches.
adapted from Glossy