Hijab Meets Style | Incorporating service design to simplify the shopping experience for Saudi Hijabi GenZ’s when abroad

Abstract

The realm of fashion expands beyond surface trends and visual appeal, serving as a convergence point for culture, identity, and individual beliefs (Davis, 2013). For Muslim women, the selection of clothing holds deep meaning, going beyond mere style to embody a balanced fusion of modesty and religious dedication (Bernier, 2022). In contemporary Islam, women wear the hijab, a veil covering their hair, and fashionably modest attire covering the chest, legs, and arms. (Rahman et al., 2016, p. 218). The growing modest fashion industry is driven by fashion-conscious Muslim consumers combining a symbol of adherence to Islamic principles with a modern interpretation of modesty that allows for self-expression within contemporary fashion trends (The Cooper Hewitt, 2021). The Global Islamic Economic 2019/20 study projects that Muslim consumer spending on clothing and shoes increased in 2018, reaching 283$ dollars and is projected to grow in 2024, reaching 402$ billion (Dinar Standard, 2019). Despite the growth and demand for modest wear, Madeeha Najeeb (2019) confronts the lack of availability for Hijabi clothing options in mainstream retail and emphasises the neglect of a substantial market gap. This challenges Muslims worldwide to undergo a time-consuming process of matching pieces from different local and international brands to create full hijabi wear, including the headscarf (Hassan & Harun, 2016). This dilemma frequently results in the repetition of outfits and discontent with their wardrobe selections, impacting their self-esteem and confidence level. Today, Gen Z Saudi Muslim women emerge as dominant consumers who prioritise fashionable clothing and seek recognition, diversity, and inclusivity from fast fashion brands. According to a study by Brand Genetics, the Saudi Gen Z generation is characterised by a «more liberal, risk-taking, entrepreneurial mindset» (Alexandra, 2021). Saudi Arabia stands as a major market in the domain of modest clothing. (Herrmann, 2022). Under the Saudi Vision 2030 initiative, significant legal reforms have taken place, marking progress in the status of women in Saudi Arabia by granting them the freedom to choose their clothing over the traditional Abaya and enabling them to travel abroad without strict guardianship (Sadek, 2019). Contemporary Saudi Gen Z women are empowered and expanding their horizons through travel while simultaneously aspiring to uphold their stylish religious identity. Thus, addressing this issue is crucial to empower Saudi Muslim women and help them access diverse Hijabi fashion choices, boost their confidence in navigating diverse foreign cultures abroad, foster a sense of belonging and inclusion, and simplify their shopping experience.