Segmenting Islamic fashion lifestyle on Indonesian woman
Research Journal of Textile and Apparel
ISSN: 1560-6074
Article publication date: 5 December 2019
Issue publication date: 5 December 2019
Abstract
Purpose
This paper aims to identify the typology of fashion lifestyle that is relevant to predict the individual difference in evaluating Islamic fashion product.
Design/methodology/approach
The study involved female respondents aged above 16 years and wearing hijab. The sample of this research is 697 respondents from four big cities in Indonesia (Jakarta, Bandung, Surabaya and Malang) with the population in this study constituting 264 million Indonesian people. A random procedure with socio-demographic (sex, age and habitat) quotas was used for selecting respondent, and data is obtained using questionnaire research instruments.
Findings
There are 11 factors and 6 segments for clustering the respondents of Islamic fashion lifestyle. The cluster analysis demonstrated that the mean of personality pursuit, Sharia dressing style orientation and religiousity is greater than 4.00 on all clusters. This score proves that the consumers of Islamic fashion among six clusters have high level or religiousity and Sharia dressing style.
Originality/value
Considering the upcoming issue on Indonesia Moslem market subculture, this research explores market segmentation based on Islamic fashion lifestyle. In 2015, Indonesia reached the fifth rank in the world Islamic fashion market with $13.28bn potential market value and the average of 10.17% fashion industry growth annually (Euromonitor, 2018).
Keywords
Citation
Kartajaya, H., Iqbal, M., Alfisyahr, R., Deasyana Rahma Devita, L. and Ismail, T. (2019), "Segmenting Islamic fashion lifestyle on Indonesian woman", Research Journal of Textile and Apparel, Vol. 23 No. 4, pp. 306-322. https://doi.org/10.1108/RJTA-02-2019-0003
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited