Abstract

The hijab fashion market in Pakistan has been increasing in terms of the ratio of population and people’s income for last few years. This experimental research evaluates hijab-wearing women’s perception of how well their hijab and abaya needs are being met by fashion Industry in Pakistan. A focus group discussion methodology was used for data collection. The primary aim of this research was to assess women’s satisfaction with hijab marketing, clothing sizes, and the influence of traditional clothing. The consumer’s purchasing behavior and dress-body aspects model was applied as the theoretical framework. Twenty- Eight hijab-wearing women from the Lahore, Punjab participated in this research. Findings revealed that women are not satisfied with the marketing and fitting of hijab and abayas. Proposals are provided in this study to solve these problems.

Keywords: Pakistani women; Hijab; Abaya; Hijab marketing; Pakistan fashion industry