The fashion industry’s approaches to Ramadan and Lunar New Year have followed similar trajectories. Retailers in countries where these holidays are widely celebrated have always sold outfits and gifts for the days and, in the case of Ramadan, weeks of family gatherings and events. Western labels sensed the opportunity more recently to use these holidays to boost their presence in key emerging markets, and with global diasporas.
This year presents an unusual challenge: For the first time in a century, Ramadan and Lunar New Year begin at almost exactly the same time. Lunar New Year begins on Feb. 17 and runs through Feb. 27, while Ramadan is expected to start between Feb. 17 and 19 (the precise time is determined by the sighting of the new moon, which can vary from country to country), with the Eid-al-Fitr festival coming 30 days later.
Most big brands have their Lunar New Year playbook down pat by this point, though weak luxury sales in China and the slow recovery of travel retail have put a damper on expectations. Ramadan as a global shopping event is a more recent phenomenon, and fashion is still working out the most effective way to approach Muslim consumers during the month.
In recent years, concerns that Ramadan celebrants were being overlooked have given way to complaints about oversaturation. Luxury brands in particular have been enthusiastic — some would say overly so — in embracing the religious holiday. As their prospects in China have faded, labels have gone all in on Qatar, Dubai, Saudi Arabia and other wealthy markets in the Middle East. Ramadan, with its nightly iftar and pre-fast suhoor meals, seemed tailor-made for branded events.
Shoppers can only handle so many brand activations, however, and too many companies treated the whole of Ramadan like the festive Eid holiday that marks its end — not a good fit for those focused on prayer, fasting and reflection. The most successful campaigns, including Nike’s recently launched “Style By” campaign, lean into Ramadan’s daily rhythms rather than ignore the less commercial elements.
The Business of Fashion’s Shayeza Walid, who helped with this edition of The Week Ahead, will later this month have a full report on how the fashion industry’s approach to Ramadan in the Middle East is evolving. And keep an eye out for the latest on Lunar New Year marketing in this week’s Worldview newsletter, which you can subscribe to here.
The Week Ahead wants to hear from you! Send tips, suggestions, complaints and compliments to brian.baskin@businessoffashion.com.
