Modest shoppers look for more than just a maxi dress

The opening of Italian fashion retailer OVS in Dubai Mall provided a fitting opportunity to reflect on the retail offering for the modest shopper. In the store, we observed various brands and numerous garments suitable for a modest wardrobe: longer silhouettes, relaxed fits and pieces that lend themselves well to layering.

These possibilities can also be found at other retailers. A brand does not need to focus exclusively on modest fashion to offer clothing that appeals to this demographic. However, once suitable garments have been bought, how do you translate that selection into visual merchandising and shop floor advice?

A buyer might select a maxi dress, wide-leg trousers and a high-necked blouse with the modest customer in mind. Yet does the sales team recognise those same possibilities once the collection hits the shop floor? Furthermore, can the customer see how to integrate the pieces into her own wardrobe?

A modest wardrobe comprises various brands

Many women curate their wardrobes from diverse collections and price points. They consider fit, fabric, aesthetic and how a garment complements what they already wear. Moreover, modest fashion is not a rigid formula. One woman might look for longer hemlines and covered arms. Another might also prioritise a looser fit, a higher neckline or opaque fabrics.

Recognising the modest customer therefore begins with a genuine interest in her preferences. What level of coverage is she looking for? Does she enjoy layering? For which occasion is she seeking an outfit? Above all, what appeals to her personal taste?

With these questions, a sales associate can effectively showcase the potential of the range.

From buying intent to product knowledge

To provide sound advice, the sales team must understand how garments behave when worn. A maxi dress might offer sufficient coverage on a hanger, yet reveal a high slit when walking. A blouse might appear less sheer under store lighting than in natural daylight. Tailored trousers might hang loosely when standing, yet fit differently when seated.

Combining garments also requires attention. Which base layer works beneath a sheer dress without adding excess heat or bulk? How do you style a cropped jacket with a longer blouse? How do you maintain a flattering silhouette when layering different lengths?

These are practical styling questions through which a sales associate can add immediate value. By considering such details, you help a customer find an outfit that aligns with both her personal style and coverage requirements.

To achieve this, it is vital that the rationale behind the buying strategy is shared. If a buyer deliberately selects specific items for the modest shopper, the sales team must understand the styling potential that selection offers.

Modest fashion deserves dedicated training

Sales teams receive training on fabrics, fits and occasionally colour analysis. We believe that modest styling belongs alongside these as an independent module.

Such training should approach modest fashion as a distinct area of expertise within the wider fashion landscape. It requires an understanding of silhouettes, fabrics, layering and proportions, combined with insight into varying coverage requirements. Just as colour analysis and fit expertise have a place in retail training, modest styling also deserves focused attention.

This foundation helps buyers, visual merchandisers and sales teams to identify, style and present suitable items across diverse collections.

A buyer can explain which consumer needs a selection is intended to serve. The sales team learns to translate that edit into complete outfits and personalised service. Visual merchandisers can then bring these combinations to life on the shop floor.

Staff must be able to ask appropriate questions and advise with confidence. This also involves recognising that you cannot automatically deduce what someone wishes to wear based solely on their appearance.

Visual merchandising must support the product

During our visit to the new OVS flagship store, we were particularly struck by the versatility of the product range. OVS brings various brands together under one roof, each with its own aesthetic, fabrications and design handwriting. Strong emphasis has been placed on the store layout.

Store layout also plays a pivotal role. Maxi dresses and abayas require sufficiently high rails so that hemlines hang freely and the full silhouette remains visible. Overcrowded or low fixtures make it harder to properly assess a garment.

The same applies to scarves that can be worn as hijabs. When these are placed untidily in bins, it becomes harder to assess the colour, size and fabric. An organised display makes the selection process much easier. Additionally, use hanging or folding methods suited to the fabric, particularly for delicate materials prone to stretching or snagging.

Complete looks can then demonstrate how individual separates come together. Consider a longline blouse layered beneath a cropped jacket, a dress paired with a lightweight outer layer or a scarf integrated into a carefully styled outfit.

This should remain thoroughly fashion-forward. The modest shopper also wants to be surprised by colour, texture, proportions and unexpected combinations. A strong display can inspire her to try something new while leaving room for her own interpretation.

A relevant retail calendar sensitive to nuances

Beyond the everyday wardrobe, there are key retail moments when retailers can highlight their modest offering.

Ramadan, Eid al-Fitr and Eid al-Adha each warrant a distinct approach. Ramadan is the month of fasting; Eid al-Fitr marks its conclusion. Eid al-Adha is a separate festival occurring later in the Islamic calendar. These occasions bring varying wardrobe requirements, ranging from comfortable outfits for evening gatherings to celebratory looks for visiting family. A well-curated edit, timely marketing communication and inspiring styling help customers prepare accordingly.

For buyers, this means factoring such key dates into the buying calendar well in advance. For the sales team, it is valuable to understand the specific occasions customers are shopping for. Continue to ask what the individual is looking for. Preferences vary by person, family and occasion. Focusing on these key periods is most effective within a broader offering that resonates with the customer year-round.

Representation bridges marketing and shop floor

What a retailer showcases in campaigns sets expectations. If a customer sees herself reflected in the imagery, she must also find that connection in-store: across the product range, the visual merchandising and the interaction with staff.

Visual diversity becomes more impactful when reflected in varied styling and layering techniques. Demonstrate how an outfit works, what the styling options are and how a customer can adapt the look to make it her own.

The garments may already be in stock. The next step is to make their potential visible and share that styling knowledge with the team. When buying, visual merchandising, marketing and sales reinforce one another, it becomes easier for the modest customer to discover her style and make a confident purchase.

Product marketing is therefore equally crucial. The OVS launch, for instance, was supported by a comprehensive marketing campaign. Ranging from large-scale advertising and social media visibility to press events and collaborations with modest influencers and models, OVS successfully engaged diverse demographics and immediately established a strong presence in the city.

It is a compelling approach in a market like Dubai, where international brands compete not only on their collections, but also on visibility, brand experience and engagement with diverse communities.