Modesty's Niche Market

Brand strategy on steroids: Create a clothing line for a niche market -- the stylish, modern, Muslim woman--  and make it available via mass market (Macy's). 

Watch ALL women interested in stylish, modest clothes grab it. 

Voila! World peace. - here, the new Verona collection.

I would venture to say that many married Jewish women who cover their hair would love the headscarf, too, as a "tichel."

Not sure the makers of this line intended to work the brand this way, but what a lesson for others. 

H/T Rebecca Blumenthal. 
Copyright 2017 by Dannielle Blumenthal, Ph.D. All opinions are Dr. Blumenthal's own. This post is hereby released into the public domain. Photo source: Business Wire (press release)Press release


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.