Retailers have been eyeing occasions and events to increase sales and thereby increase revenues. Shopping has become an essential element of celebrating the festive seasons all across the globe. Whether it is gifting family and friends, or buying new clothes or taking advantage of sales and heavy discounts, there is always something for everyone to buy during such special days.
Ramadan, the holiest month for Islam, is when Muslims everywhere in the world fast from dawn to dusk for a period of thirty days. During the last few days of the Ramadan people not only indulge in delicious meals but also in shopping feasts. This is an inviting opportunity for retailers to boost their business and has led to the commercialization of the festival. The grand shopping extravaganza witnesses shoppers making record breaking sales by purchasing items like electronics, jewellery, automobiles, and clothing.
The fashion calendar has also taken note of the festival of Ramzan. So much so that New York based fashion designer label Donna Karen launched a unique collection dedicated to it. Along with releasing its Middle East website, DKNY showcased an ensemble of bold colours and prints. Reflecting the ritual of fasting from sunrise to sunset, bright shades of orange and deep hues of blue have been incorporated. Simple monochrome silhouettes, maxi dresses, jumpsuits, long skirts, and loose shirts are the styles created for Ramadan special. Middle East and South Asia are big destinations to leverage on Ramadan centric collections.
Indian fashion designers also are popular for their exquisite craftsmanship and remain favourites among Middle Eastern shoppers. With women in Gulf countries beginning to get out of their comfort zone to try new styles, many designers have created studded abayas and long skirts with peplum tops to embrace the new era of Muslim fashion. The Fashion Design Council of India (FDCI) reports that there has been a significant rise in the number of buyers from Middle East flying to India during Fashion weeks for the past few years. Designers like Manish Malhotra and J.J.Vallaya have presented exclusive collections during Ramadan and own stores in these oil rich countries.
South Jakarta also holds an exclusive fair and fashion event called Ramadan Runway with as many as sixty designers exhibiting their assemblage in it. The event promotes Islamic fashion in a big way in Indonesia. Flowy dresses in pastel hues with elaborate embroideries and ornate hijabs are commonly found in designer collections along with three layered Khimar (long hijabs covering the torso region) in different colours. With Muslim women ready to experiment, palazzo pants, long tunics, and Kaftans make it apt for conservative yet stylish looks for the festivities.