Mannequins with pink, hijab-inspired head coverings.
As controversy over ‘hijab’ grows globally, some fashion designers and boutiques are using the religious apparel to appeal to a widening demography of customers.
According to a report in Hollywood Reporter, the Chanel boutique in Rodeo Drive has introduced new window displays with mannequins donning pink, hijab-inspired head coverings. The move is aimed to attract wealthy Saudi shoppers who visit the city frequently.
“It is about time that these brands are finally paying attention to their customer,” L.A.-based personal shopper Nicole Pollard Bayme told Hollywood Reporter.
“Now that these fashion houses are a part of big conglomerates, the money is speaking and they are becoming more savvy; these customers are their bread and butter,” she added.
The brands in Los Angeles are going all out to gain more customers. While some of them close down their stores to revamping them, some are using innovative ideas including styling mannequins in head scarves.
The shoppers are aiming to capitalize on the considerable amount spent by the Muslim’s in the US on clothing. According to data compiled by Reuters, Muslim shoppers spent $266 billion on clothing and footwear in 2013 and are expected to spend $484 billion by 2019.
A report published by the Los Angeles Tourism & Convention Board said that “the highest per-trip spend of any international market in Los Angeles, with an average trip expenditure of $4,550 per person and a collective spend of $259.3 million.”
Apart from Chanel, recently Dolce & Gabbana and Conde Nast have recently announced the launch of hijabs, abayas, and Arabian collection.
“Rodeo Drive is still a must-be place for brands,” said commercial real estate broker Jay Luchs. “Availability is low, so when spaces open up, they are leased very quickly. Major luxury real estate deals, show that these brands are investing in their future,” added Luchs.
The October ‘Renegades’ edition of the Playboy magazine had recently featured American journalist Noor Tagouri wearing hijab. Last month Indonesian designer, Anniesa Hasibuan, made history by presenting her hijab collection at the New York Fashion Week.