Modanisa has enjoyed bumper sales during this year’s Ramadan and Eid al-Fitr, with purchases up by 70% compared to the same period last year. The easing of coronavirus lockdown restrictions by the British government at the start of the month-long fast for Muslims, which allowed people to meet outdoors, was a key driver in higher UK sales for the world’s largest modest fashion e-tailer. “A return in consumer confidence” has also galvanized Modanisa’s plans to invest in Britain.
The Islamic holy month (13 April to 12 May 2021), where Muslims focus on devotional matters, and three-day Eid celebrations that followed (13-15 May) were reflected in purchases: Modanisa’s two best-selling products categories during the 33-day period were headscarves and hijab dresses. The three most popular buys by British shoppers were the magnetic headscarf pin set, a black prayer dress, and the Refka natural fabric floral print ruffle detail dress.
The ability to socialize outdoors saw Modanisa’s UK customers make a beeline for on-trend clothing, as they sought to freshen up their wardrobes for the new spring/summer season. Demand for jackets and overcoats, smart casual wear, and accessories increased significantly. Three British modest fashion influencers – Zara, Shumidee, and Sobrisaid – typified the excitement of a near-normal Ramadan and Eid, dressing up in their best clothes to see friends and family, and enjoy outdoor iftar meals and Eid festivities.