Analysing the modest fashion market: an empirical study of e-commerce best-selling products

Purpose:
This study examines the dynamics of the modesty-conscious market within the global fashion industry. Specifically, the research aims to understand and analyse the preferences of consumers in this market segment and provide guidance for fashion companies seeking to engage with this sizable audience consumer demand for modest fashion, such as loose-fitting garments and headscarves for women.

Study Design/Methodology:
Employing a mono-method quantitative research approach, this study uses a comprehensive big data analytics framework to analyse fashion data sets obtained from e-commerce website.

Findings:
The findings highlight a persistent and growing demand for modest fashion; that demand proved resilient in the face of challenges presented by the COVID-19 pandemic. Modest shoppers demonstrate price sensitivity, and their preference for premium brands over affordable ones varies considerably. Crucial factors contributing to the success of modest clothing as best-sellers include price, retailer, colour and fabric, while the discount feature is less important.

Research Limitation:
While this research provides significant insights, it is important to acknowledge its limitations. This study relies on data gathered from certain e-commerce websites, and specific nuances of consumer behaviour may not be fully captured. In addition, the scope is limited to a specific timeframe and may not account for long-term market shifts.