Ahead of Ramadan this year, luxury e-commerce platform Farfetch has rolled out an exclusive edit focused on modest wear appropriate for the Muslim holiday, which begins in mid-April.
The edit includes pieces like kaftans, jumpsuits, maxi dresses, and statement heels by brands like Sandra Mansour, Marchesa, Off-White, Tory Burch, and more. Though the campaign targets Middle Eastern consumers, it will be offered globally as fashionistas continue to challenge style and beauty standards and go against the norm.
For marketers, the month of Ramadan represents a golden opportunity to reach customers that are often overlooked or worse, misrepresented, in the fashion industry. But as the consumer voice continues to be amplified on platforms like TikTok, Depop, and Clubhouse, brands would be wise to tap into this audience. It’s not the first time Farfetch has been ahead of the curve when it comes to predicting trends, both in fashion and technology. Since 2018, Farfetch has leapfrogged other pure plays and traditional retailers in Gartner’s Digital IQ Index: Department Stores by 30% or more. Farfetch boosted the appeal of its site with strategic investments in assets like New Guards Group and creative brand partnerships.
Brands looking to build a new and eager audience should seriously consider tapping into the month of Ramadan. From fashion to food, the marketing possibilities are endless.