The Demand and Potential of Islamic Fashion in The Context of Covid-19: A Tows Analysis

Abstract

This summarizes presentations at International Halal Conferences, which examines the global Islamic fashion industry, focusing on its growth, market dynamics, and potential in the context of the COVID-19 pandemic. Utilizing a TOWS (Threats, Opportunities, Weaknesses, Strengths) analysis, an extension of the traditional SWOT framework, the study explores market trends across five continents. The research reveals a rapidly expanding market, projected to reach $373 billion by 2022, driven by increasing brand awareness, higher purchasing power among Muslims, and growing acceptance of modest fashion by non-Muslims. The study also highlights the pandemic's impact, spurring a convergence of Islamic fashion with protective wear. Strategic recommendations are provided for industry stakeholders, emphasizing the need for strong branding, digital marketing, and product innovation. The findings contribute to a deeper understanding of the Islamic fashion market and its future trajectory in a post-pandemic world.