MODEST FASHION RANGE EXCLUSIVELY AVAILABLE AT ASOS
A graduate in BA (Hons) Fashion Business and Promotion, aiming to find a job in Events Management. This ambition has come from personal experiences that have strengthened my passion to peruse this as a career path. I worked on a live project for a charity, creating an event which helped raise more than £1000. University modules have also helped guide this decision by allowing me to learn key software skills as well as practical and theoretical knowledge which can be applied in my chosen sector. Transferable and personal skills have been developed through part-time jobs in retail and food sector which will be valuable.
“The worldwide market for Muslim clothing is forecasted to be worth £384.4bn by 2019, accounting for 14.4% of global expenditure.” (Walker, Smith, 2017)
The dissertation titled “Brand honesty of modest fashion and the rise of acknowledgement through times of social media” explores the rise of modest fashion and the complications of acceptance in the high street stores. Further exploring if modesty is more than clothes and a form of self-expression also how one represents themselves with their behaviour and actions or is it all about what they wear? Are brands truly acknowledging this market because they want to cater to consumer needs, or is the reasoning behind brand acknowledgement just a way to create extra profit for the business?
FINAL MAJOR PROJECT – ASOS MODEST
Continuing from the dissertation, final major project dives into creating a modest fashion range with established high street e-commerce brand Asos. The idea is to create a new modest range of clothing for Asos. The clothing will consist of garments with longer hemlines, looser silhouettes and non-transparent garments. The objective behind creating a new range for modest consumers is because there is a gap in the market for affordable modest clothing, more so in the high street sector.
The range will target millennials, aged between 18- 34. Statistics also show that 62% of the current target market for Asos are millennials. (Brophy, 2019) This new range wants to continue to target the same consumer as reports from the State of the Global Islamic Report states that Muslim millennials, women, in particular, are driving the modest market forward.
-One of the key unique selling points of this range is that it will be a permanent range which will be available online.
-10 garments only concept is unique to initiate people to wear conscience clothing.
-Creating affordable modest clothing available in the high street sector.