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