Why Modest Fashion Ends Up With Piles of Unsold Stock, and What a Smaller First Order Changes
A typical order sheet from a new modest wear brand looks like this. Four abaya styles, three colours each, and a quantity column where somebody has typed 300 down every row. Add it up and you get 3,600 garments for a label that hasn’t sold its first one yet. The women who buy abayas and hijabs are often the opposite of fast fashion shoppers. They pick fewer pieces and keep them for years. The waste sits upstream, where a brand has to guess how many of each cut, colour and size it can sell before anyone has tried a single … Continue reading