Modest Fashion and Sustainability: Research Trends by Bibliometric and Content Analysis

Modest Fashion refers to a trend related to women's fashion in Islamic countries. The garments are different from the standards of the "Western" world, as they are not adherent or transparent, as regulated by the canons of Šarīʿa. Therefore, Modest Fashion is one of the Islamic economy;sleading sectors, which is strongly influenced by the religious aspect. It is a sector created in compliance with the principles of the Koran: veil, covered arms and legs, no neckline, and little dresses adherents. Classic examples are the abayas and hijabs. According to Thomson Reuters, Modest Fashion is a growing emerging market already developed in the leading Arab markets (Turkey, the United Arab Emirates, Indonesia, Iran, Saudi Arabia, and Nigeria) and growing in Europe (France, Germany, and United Kingdom) that will reach 484 billion dollars in 2023. Despite this, there are few studies of the phenomenon and the trend. The study is composed of two phases. In the first, the authors carry out a systematic analysis of the scientific literature; in the second step, the new variables and trends of the phenomenon are defined based on news articles and statements by professionals and companies in the sector identified through Nexis Uni. Therefore, the book chapter adopts the bibliometric technique and content analysis using the results obtained by Scopus, identifying in the academic articles among the main concepts that influence the business related to modest fashion influencers and expressions. The influencer factors derive from the factors of cultural diversity that affect both the target market and the entrepreneurs involved, while the expressions include criteria linked to the human model closely linked to religious dictates. In the second step the analysis of the theme through content analysis method based on news and statements from professionals identifies four clusters (fashion, products, brands, and technology) which through micro-variables highlight the new paradigm associated with fashion sustainability. The study highlights a business model based on ethical principles that lead to an approach oriented more to the quality of the products than the quantity and use that the clothes must-have. The business model recalls some typical elements of sustainability and fashion linked to messages of fairness and social justice, opportunities for female entrepreneurship and sustainable supply-chain systems, environmental eco-fabrics, and zero waste manufacturing techniques. The study is helpful for scholars and new entrepreneurs who can understand how to develop the new business model contaminating the world fashion markets.