How Muslim Culture Has Affected Nike’s Target Market

While Muslim women defy a ban to swim in burkinis at French pools, Nike launches a new swimwear line designed for women who wear hijab.

Modesty is a part of the Muslim community and culture. Standards of modesty for Muslims or non-Muslims widely vary from one country to another. Generally, there are many women who have adopted it whether they are Muslims or not. That in turn, has affected the target market for many well-known brands, including Nike.

Modest fashion basically is the fashion trend where women wear less skin-revealing and looser clothes, especially in a way that satisfies their reasons for faith, religion or personal preferences.

The company said in a statement, “Too often, swimwear represented a barrier, rather than a conduit to enjoying the water.”

Modest Fashion Is Rising In Popularity

From businesswomen to athletes, modest fashion is rising in popularity and the increasing numbers show that those numbers do not seem to be fading any time soon.

Read What is Modest Fashion and Why is it Becoming Mainstream?

Many women revealed that they feel more confident and comfortable in limited skin-revealing clothes where they have less to worry about and are less conscious about their appearance while doing their favorite daily activities.

According to a study in 2015, Islam has 1.8 billion adherents, making up about 24.1% of the world population. Muslims are known to have standards when it comes to food, clothes, and lifestyle. This, consequently, has affected the market since many people have dedicated some of their marketing efforts to understand the Muslim consumer.

“The more we listened, the more possibility we saw to serve female athletes in new dimensions,” Martha Moore, Nike Creative Director, said in a public statement. “We’re excited to inspire more women to see themselves in sport by thinking creatively and designing inclusively.”

Do you have a Muslim-friendly brand or product that you’d like to market online? Tell us about it in the comments.

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