Servicing Modest Fashion Markets: The Case of Two Turkish Clothing Companies


Ahmet Bardakcı
Pamukkale University, Turkey

Murat Kantar
Pamukkale University, Turkey

Bronwyn P. Wood
United Arab Emirates University, UAE

Djavlonbek Kadirov
Victoria University of Wellington


This paper introduces two successful e-commerce companies focusing on offering fashion choices worldwide for women seeking conservative and modest clothing styles. We discuss development options and challenges these companies faced in the course of their journey toward commercial success and market recognition. These insights offer points of consideration for businesses seeking to enter similar markets. In addition, these insights highlight business experiences of halal service provision.

Keywords: Modest fashion, branding, e-commerce, retailing, Islamic fashion, hijab, Islamic Marketing

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