Retail industry given a conservative boost with Farashati

Coining the term 'modesty clothing', Farashati aims to provide chic dressing options for ladies who want to be stylish without compromising on their values - housing a wide range of demure outfits with complimenting scarves.

Farhana Farooq, Creative Director, Farashati said, "I have always been aware of women who experience a dilemma between fashion and values. I personally feel this dilemma is market-induced since fashion houses tend to concentrate only on liberal styles."

"Currently, the only option conservative women have is to layer their clothes - which isn't just uncomfortable but also offers them minimal fashion options - even if they are ready to pay the price for it. The gap we're discussing has always existed in the market - whether in the Middle East or otherwise. Farashati has been created to give these women the option of choice,"

Farhana adds.

Relevant research figures strongly support the need for conservative fashion options. The United Arab Emirates is a diverse country with a large population of expatriates belonging to Islamic countries - 15% from GCC countries and 8 % Iranians in addition to 19% Emaratis. The survey also revealed that over 96% UAE residents follow and practice Islam - a possible indication of the expected demand for conservative clothing. UAE also enjoys location advantage as the retail hub for the entire GCC and records an estimated 3% increase of tourists (year-on-year) - which includes a remarkable portion of relevant retail consumers.

On a shopping pattern dip-stick research conducted by Farashati, 30% of those surveyed answered in the affirmative about the regular use of hijaab (scarves), 54% wanted 3/4th if not full-length sleeves and 68% preferred tops that would cover their hips at the minimum - structuring the base of the Farashati brand concept.

Translating to 'my butterfly' in Arabic, Farashati symbolises the fragile yet awe-inspiring magnificence of a butterfly and the process of metamorphosis that helps it realize its true beauty. Farashati offers affordable, stylish and modest clothing and is housed in various popular retail outlets. In Dubai, Farashati is available at KRAZE situated in Dubai Outlet Mall.

Developed by Al Ahli Group, Dubai Outlet Mall is the only 'outlet' concept mall in the Middle East and home to over 800 of the world's premium and top fashion brands.