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RJTA
23,4 Segmenting Islamic fashion
lifestyle on Indonesian woman
Hermawan Kartajaya, Mohammad Iqbal, Rizal Alfisyahr and
Lusy Deasyana Rahma Devita
306 Faculty of Administrative Sciences, Brawijaya University, Malang, Indonesia, and
Received 5 February 2019 Taufiq Ismail
Revised 26 March 2019
21 May 2019 Faculty of Economics and Business, Brawijaya University, Malang, Indonesia
21 July 2019
Accepted 23 August 2019

Abstract
Purpose – This paper aims to identify the typology of fashion lifestyle that is relevant to predict the
individual difference in evaluating Islamic fashion product.
Design/methodology/approach – The study involved female respondents aged above 16 years and
wearing hijab. The sample of this research is 697 respondents from four big cities in Indonesia (Jakarta,
Bandung, Surabaya and Malang) with the population in this study constituting 264 million Indonesian people.
A random procedure with socio-demographic (sex, age and habitat) quotas was used for selecting respondent,
and data is obtained using questionnaire research instruments.
Findings – There are 11 factors and 6 segments for clustering the respondents of Islamic fashion lifestyle.
The cluster analysis demonstrated that the mean of personality pursuit, Sharia dressing style orientation and
religiousity is greater than 4.00 on all clusters. This score proves that the consumers of Islamic fashion among
six clusters have high level or religiousity and Sharia dressing style.
Originality/value – Considering the upcoming issue on Indonesia Moslem market subculture, this
research explores market segmentation based on Islamic fashion lifestyle. In 2015, Indonesia reached the fifth
rank in the world Islamic fashion market with $13.28bn potential market value and the average of 10.17%
fashion industry growth annually (Euromonitor, 2018).
Keywords Style, Fashion lifestyle, Indonesian woman, Segmenting
Paper type Research paper

Research Journal of Textile and
Apparel
Vol. 23 No. 4, 2019
pp. 306-322
© Emerald Publishing Limited
1560-6074
DOI 10.1108/RJTA-02-2019-0003
1. Introduction
To understand the importance of fashion in our life, several researchers observed
individuals’ motivation in choosing what outfit that they wear. Some studies demonstrate
that the choice on fashion is influenced by individual needs to shape expected self-image
which resemble their surrounding’s perspevtive (Davis, 1985; Feinburg et al., 1992;
Johnstone and Conroy, 2005; Newholm and Hopkinson, 2009). It is also indicated by
someone’s ability to identify himself and other people through what they wear (Solomon and
Schopler, 1982; Roach-Higgins and Eicher, 1992).
Further, there are also some studies that explore the factors which influence fashion
behavior. The initial research mostly focused on finding the influence of demographic
factors like age, gender and marriage status in creating both fashion innovativeness and
fashion opinion leadership (Summers, 1970; Baumgarten, 1975; Polegato and Wall, 1980;
Goldsmith et al., 1987). More recent studies found that fashion behavior phenomena such
as fashion consciousness and fashion leadership are inseparable from social and
psychological factors (Forsythe et al., 1991; Goldsmith et al., 1996; Koksal, 2014;
Alexandra et al., 2015), mainly in shopping context. Therefore, some researchers altered
their focus on fashion shopping as they explored other possible factors to explain
attitudinal and behavioral variables including involvement, hedonic consumption, Islamic fashion
impulse buying and emotion in fashion shopping (Fairhurst et al., 1989; Han et al., 1991; lifestyle on
Hausman, 2000; Khare and Rakesh, 2010; O’Cass, 2000, 2004; Park et al., 2006; Vieira and
Slongo, 2008; Vieira, 2009; Peters et al., 2011).
Indonesian
In an Islamic society, Moslem woman is one of the most potential groups but not yet woman
widely discussed related to the fashion behavior on that group. Former research found that
religion has pivotal role in shaping fashion behavior for Moslem women. It is due to the
Moslem women should comply the rules predetermined by Islam religion (called Sharia) on 307
the way they wear their fashion. Some of the results stated that the level of religious faith
and religious values consistently influence fashion behavior (O’Cass et al., 2013), while other
research proved the opposite findings (Al-Mutawa, 2013) as the interpretation of some
moslem groups on religious values regarding the fashion may alter from time to time
(Gökariksel and Secor, 2010).
Considering the upcoming issue on Indonesia moslem market subculture, this research
explores market segmentation based on Islamic fashion lifestyle. In 2015, Indonesia reached the
fifth rank in the world Islamic fashion market with $13.28bn potential market value and the
average of 10.17 per cent fashion industry growth annually. The promising potentials of this
industry is further supported by the demographic state as Indonesia is the largest Moslem
country in the world as there are 85.2 per cent Moslems of the 255 million population.

2. Literature review
Fashion is part of culture as people use and buy fashion product as a factor that creates their
identity. Cardoso et al. (2010) mentioned that fashion is used to communicate a social
identity that symbolize and express themself. In Indonesia, religion and trust become
inseparable parts that are embedded to society’s culture.
In recent years, Islamic fashion in Indonesia becomes a lifestyle perceived as fresh and new-
look trend. The Islamic fashion transforms from conservative to contemporary fashion that
suits youth Wilson (2014) mentioned the potential and change of this industry is due to the fact
that the proportion of youth market aged 25 years takes 40 per cent from the overall market.

2.1 Hijab fashion consumption

Consumers buy a product not only because of the functional attributes of the product but
also because of the statement conveyed through the possession of the product. Grubb and
Grathwohl (1967) referred to this process as symbolic consumption, in which people use a
product as a tool to create, develop and maintain their identity. Identity is developed
through the process of social experience through the interaction with group references and
social surroundings. Individuals are likely to use the visibility of the product to
communicate symbolically something about themselves to the significant others in the
consumption situation (Lee, 1990). The meaning associated with the products must achieve
social recognition and must be clearly understood by the social segment of society. Moslem
women today are more conscious about their self-image and social identity, and this
consciousness affects their consumption including fashion.

2.2 Dressing style

Consumers’ dressing style can describe their personality. Dressing style signifies
individuals’ interest in clothing or in the manner of dressing (Wan et al., 2007). Once
consumers follow a particular style of attire, they become a member of a style tribe.
Members of a style tribe are individuals who dress in a similar way and who have the same
mindset. Designers, brands, and specific retailers can be considered as leaders of a style
RJTA tribe when they are linked to a signature style that appeals to customers (Brannon, 2000).
23,4 However, consumers as unique individuals may have their own interpretation of specific
styles, and their personal dress styles may reflect those interpretations.

2.3 Lifestyles
Lifestyles are defined as “patterns in which people live and spend time and money, reflecting
308 a person’s activities, interests, and opinions, as well as demographic variables” (Blackwell
et al., 2001, p. 219). Psychographic variables such as lifestyle provide more underlying
reason of consumer behavior while demographics provide physical attributes of consumers
that are easily observable to identify homogeneous groups. Psychographic variables help to
construe why they buy, while demographic variables focus on who buy products. Lifestyles
change more rapidly than value (Blackwell et al., 2001), so marketers must keep track
contemporary lifestyle trends of targets and reflect in product development, communication
message, or promotion strategy.
Lifestyle is subdivided into product-related lifestyle which is a person’s activities,
interests, and opinions about specific products. Consumers’ response to the internet
shopping mall would vary according to product categories, so we measured fashion
lifestyles to focus on fashion products online. Fashion lifestyles consist of fashion
orientation (fashion consciousness, fashion leadership) and clothing shopping orientation
(brand/retailer loyalty, utilitarian/hedonic orientation and impulsive/planned orientation).

3. Research method
3.1 Instrument and data collection
The instrument of data collection consists of three parts, including 39 items, using a
questionnaire research instrument using a seven-point scale. The first part has 33 question
items related to fashion and shopping lifestyle adapted from previous study (Park, 2004;
Flynn et al., 1996; Lertwannawit and Mandhachitara, 2012; Park-Poaps, 2009; Mittal et al.,
2009; Babin et al., 1994). The second part explores religiosity which involves four items
based on Aron et al.’s (2013) study. This research adds two more items about Sharia
compliance dressing style to measure Moslem dressing style. The overall items of the
second part are intended to measure consumer behavior related to religious faith value and
religious-based value dressing style orientation.
The last section included demographic information (age, gender, occupation and monthly
income per household) and internet usages (total hours to use the internet a day, total
number of connecting internet per day, the number of visiting fashion e-retailers per month).
(Table I for details).
The sample of this research is 697 respondents from four big cities in Indonesia (Jakarta,
Bandung, Surabaya, and Malang) with the population in this study constituting 264 million
Indonesian people. In accordance with the objectives, this study involved female
respondents over 16 years and wearing a headscarf to understand the required
questionnaire. An accidental sampling procedure with socio-demographic (sex, age and
habitat) quotas was used for selecting respondents. Other criteria (level of education and
annual expenditure on Factor Analysis products) were taken into account to ensure
geographical representation (see Table II for details). Accidental sampling is a technique of
determining samples based on accidents, in which whoever accidentally meets the
researcher can be treated as a sample. With this sampling method, it was acquired a total
sample of 697 respondents comprises of 437 respondents aged 20-26 years old (62.7 per cent)
and 520 respondents (73.7 per cent) whose status is single.
 Islamic fashion
Factor (Cronbach’s a) Factor loading Eigen value % of variance Mean SD
lifestyle on
Fashion leadership (0.865) 9,668 23,020 Indonesian
Many people see me having 0.74 3.663 0.835
impressive fashion style woman
I get through my fashion collection 0.74 3.600 0.847
with new mode
I trust my ability to recognize 0.75 3.818 0.791 309
fashion trend
I am always stay updated with the 0.81 3.552 0.898
newest fashion development and
trend
I usually have one or more outfits 0.68 3.615 0.846
from the newest trend
Have an attractive style and 0.60 3.848 0.954
fashionable become important
matters for me
To have diverse collections, I 0.52 3.831 0.988
purchase from different places and
different brands
I know people that choose fashion 0.50 3.314 0.873
style based on what I suggest
Other people often come to me to 0.62 3.484 0.933
ask for some suggestions related to
fashion
Fashion follower (0.711) 4.578 10.900
When I consider new style, I ask 0.78 4.043 0.850
for other’s suggestion
I often look for information from 0.79 3.970 0.887
friends or family about fashion
product before I buy
Status consumption (0.855) 2.616 6.228
I can buy a product even it is only 0.71 3.063 1.050
due to its exclusiveness and
premium
I am interested in new and classy 0.71 3.338 1.052
product
I will pay more for product if it has 0.80 3.032 1.063
high status and reputation
A product can be more interesting 0.70 3.054 1.057
for me if it has attractiveness that I
can show off to others
Brand conciousness (0,760) 2.298 5.471
I trust well-known brand 0.66 3.923 0.928
Well-known brand must have good 0.77 3.994 0.931
quality
I buy well-known brand product 0.49 3.339 1.014
even the price is expensive
Personality pursuit (0.764) 2.175 5.178
Outfit is important to reflect my 0.83 4.340 0.881
personality Table I.
Results of the factor
(continued)
analysis
RJTA
23,4 Factor (Cronbach’s a) Factor loading Eigen value % of variance Mean SD

It is important to dress with a 0.80 4.650 0.865

“proper” style
Economic orientation (0.845) 1.510 3.595
310 I purchase an outfit when there is a 0.80 4.344 0.999
discount
I purchase an outfit by comparing 0.85 4.251 1.012
prices from several stores
I always look for the best offering 0.83 4.371 0.976
when shopping
Hedonic consumption (0.870) 1.413 3.365
If I like an outfit, I must have it 0.76 3.570 1.041
If I like an outfit, I feel not comfort 0.83 3.576 1.062
until I buy it
If I like an outfit, I feel that I am 0.78 3.559 1.021
dragged into it
Utilitarian consumption (0.838) 1.394 3.318
I go shopping if I really need the 0.80 4.069 0.962
product
I only buy an outfit that I need 0.87 4.084 0.952
I only buy an outfit when it has 0.82 3.993 0.988
been planned previously
Impulse buying (0.840) 1.181 2.811
How often do you buy an outfit 0.75 3.256 1.027
without planned?
How often do you buy an outfit 0.81 2.917 1.137
without thinking first?
How often do you buy a product 0.80 3.251 1.126
that is not listed in your shopping
list?
How often are you influenced by 0.67 3.369 1.209
atmosphere and feeling when
buying an outfit?
Sharia dressing style (0.748) 1.117 2.661
I choose a fashion by considering a 0.84 4.467 1.024
matter that if I wear the product it
does not reveal my body curve
I chose a fashion style that does 0.85 4.367 0.942
not make me look conspicious
Religiousity (0.885) 1.029 2.450
All of the approaches in my life are 0.76 4.557 0.942
based on religious values
Religous values are very important 0.87 4.931 0.945
in my daily activities
Religion is very important in my 0.87 5.260 0.919
life
Table I. I pray to God regularly 0.86 5.184 0.910
 Cluster 2 Cluster 3 Cluster 4 Cluster 5
Cluster 1 Aspirant Syar’i Religious moderate Religious fashion Syar’i fashion Cluster 6
Hijab fashionista oriented dressing style follower follower Pragmatic hijabers
No. of (% between (% between (% between (% between (% between (% between
respondent demograpyc profile) demograpyc profile) demograpyc profile) demograpyc profile) demograpyc profile) demograpyc profile)

Demographic
Age
16-19 107 8,41 1,87 19,63 16,82 21,50 31,78
20-26 437 9,61 10,30 17,85 16,02 19,68 26,54
27-36 59 10,81 18,73 16,07 15,21 17,86 21,31
37-45 54 7,41 1,85 42,59 1,85 31,48 14,81
> 45 40 22,50 2,50 30,00 0,00 32,50 12,50
Marital status
Married 174 13,8 3,4 33,9 4,0 24,1 20,7
Single 520 8,7 9,0 18,1 16,9 20,6 26,7
Divorced 3 33,3 – 66,7 – – –
Occupational
Student 371 11,05 9,70 20,49 16,17 16,98 25,61
Government officer 29 13,79 3,45 20,69 10,34 31,03 20,69
Private employee 111 6,31 4,50 20,72 13,51 25,23 29,73
Professional; 5 40,00 – 20,00 – – 40,00
Physician, Lawyer
Art maker/ Artist/ 1 – – – – – 100,00
Athletes
Entrepreneur 19 31,58 5,26 31,58 5,26 15,79 10,53
Lecturer/Teacher 13 – 23,08 23,08 – 30,77 23,08
Unemployeed 7 14,29 42,86 – 14,29 14,29 14,29
Housewife 54 5,56 3,70 46,30 3,70 31,48 9,26
Ohters 87 6,90 2,30 17,24 14,94 27,59 31,03
(continued)
Indonesian

Demographic profile
311
woman
lifestyle on
Islamic fashion

Table II.
 23,4

312
RJTA

Table II.
Cluster 2 Cluster 3 Cluster 4 Cluster 5
Cluster 1 Aspirant Syar’i Religious moderate Religious fashion Syar’i fashion Cluster 6
Hijab fashionista oriented dressing style follower follower Pragmatic hijabers
No. of (% between (% between (% between (% between (% between (% between
respondent demograpyc profile) demograpyc profile) demograpyc profile) demograpyc profile) demograpyc profile) demograpyc profile)

Monthly income
< IDR. 2,000,000 337 7,42 9,79 16,32 18,10 20,47 27,89
IDR. 2,000,001–IDR. 189 7,94 8,99 22,75 13,76 23,28 23,28
4,000,000
IDR. 4,000,001–IDR. 62 11,29 1,61 30,65 8,06 24,19 24,19
6,000,000
IDR. 6,000,001–IDR. 43 9,30 2,33 39,53 4,65 18,60 25,58
8,000.,00
> IDR. 8,000,000 66 28,79 1,52 31,82 1,52 19,70 16,67
The method of data collection is one of the important aspects related to the quality of data Islamic fashion
collected. The method of data collection used in this research is survey. The survey method lifestyle on
was conducted by distributing questionnaires to the respondents directly. Distribution of
questionnaires directly to respondents so that filling in according to the objectives of the
Indonesian
researcher. The survey itself was conducted by involving the surveyors. The surveyors woman
came from an independent research institution, which is a study center in a higher education
institution. Before the surveyors were assigned to the field, they were trained beforehand.
313
3.2 Data analysis
The statistical techniques used for analysis were as follows:
 There are 33 statements to measure fashion and shopping lifestyle and 6 statements
to measure religiousity and hijab dressing style that are analyzed by using
exploratory factor analysis.
 After finding a number of factors, it is further analyzed through confirmatory
cluster analysis to find the number of an ideal segmentation groups.
 To validate the number of clusters obtained, discriminant analysis was conducted.
The predictive nature of the classification was corroborated by the classification
table and the obtained hit ratio.

4. Research findings and results

4.1 Results on Islamic fashion and shopping lifestyle factors
Exploratory factor analysis with Varimax was run to analyze 39 indicators to identify
fashion and shopping lifestyle dimensions and religiosity scale. Items with factor loading
lower than 0.49 were removed. High factor loading values indicate high correlations between
a factor and its individual items.
Eleven factors were generated, explaining 68.99 per cent from the total variance. Factor 1
is awareness in recognizing the newest fashion trend and becoming the reference of the
community, called as “fashion leadership.” Factor 2 is called as fashion follower for having a
sense to follow fashion trend and looking for reference from the closest person(s). Factor 3,
called as status consumption, represents person’s characteristic to purchase premium goods
for achieving particular status. Factor 4, labelled as brand consciousness, is trust on well-
known brands that are perceived to have a good quality. Factor 5, namely, personality
pursuit, is a trend to judge personal taste as the most pivotal matter to fulfill. Factor 6 is
called as economical orientation for the trend to be value seeker, mainly the value for money.
Factor 7 is hedonic consumption that describes a trend to make an emotional purchase.
Factor 8 is labelled as utilitarian consumption which reflects a trend to attain dominant
control in making a rational purchase. Factor 9, named as impulse buying, describes a trend
to do an unplanned-purchase behavior. Factor 10 is called as Sharia compliance dressing
style which explains the way of dressing that comply to Sharia law. Factor 11 is religiousity
which reflects the level of religious faith and the internalization on the daily life.

4.2 Results on profiling market segments

Factor scores from the eleven lifestyle factors were used to conduct cluster analysis to
identify market segments. Six clusters were obtained from k-means clustering method,
which was appropriate for large data sets (Allred et al., 2006). Table II showed differences
among lifestyle clusters through analysis of variance with Duncan tests. Each segment was
labeled based on fashion lifestyle factors which best described its characteristics.
RJTA 4.2.1 Hijab fashionist (N = 70/10 per cent). This segment demonstrates the highest
23,4 fashion leadership among the others followed by the strong willingness to find premium and
well-known brands in seeking fashion products. The strong intention is due to the retaining
the segment’s identity among their community for gaining recognition on what they wear.
As this group gets the highest score, it is called as Hijab Fashionist. In general, this group is
dominated by Moslem women above 45 years old as 22 per cent of this age category is
314 included in this segment. In addition, 28 per cent of the overall sample is also in this group
and 31.6 per cent of the entrepreneur is in this group as well.
4.2.2 Aspirant Sharia oriented (N = 53/8 per cent). This segment has a high personality
pursuit while the religiousity level ranks the third. This group care most on Sharia dressing
style orientation compared to the other groups; thus, it is labelled as aspirant Sharia-
oriented segment. Among the other groups, aspirant Sharia-oriented group attains the
lowest level on the newest fashion trend, well-known brand, ad status seeker for their way of
dressing. The characteristic of this group indicates that they are rational buyers who mostly
make an intentional and well-planned purchase. They cannot be influenced through
promotional programs and very rarely make emotional purchase. Overall, this group is
dominated by the respondents between 27 to 36 years old since this age group category
contributes 18.7 per cent to the total members of this group. Further, 9.8 per cent of the
group members have the average income below IDR 2 million and 9 per cent other come
from IDR 2 to 4 million monthly income. The other important information is that among all
of the respondents, 92.5 per cent of them do have a child yet.
4.2.3 Religious moderate dressing style (N = 155/22 per cent). This is the most religious
segment among the others. This segment is included in moderately-low fashion follower as
they still slightly care about other’s perception on what they usually wear. This group is not
quite rational in their purchase decision. However, they still consider economic
consideration in making a purchase decision. This segment has moderate Sharia dressing
orientation. In general, this group is dominated by the respondents above 37 years old. In
fact, 42.6 per cent comes from the age category between 37 and 45 years old and 30 per cent
is above 45 years old. There are 33 per cent who are already married as 38 per cent of the
married respondents have child/children.
4.2.4 Religious fashion follower (N = 95/14 per cent). The religiousity level of this
segment ranks the second after religious moderate segment compared to the other segments.
In Sharia dressing style, this segment is quite complying with the rules so that it is included
in a moderately high category. The important characteristic of this segment is that they
actively get involved in fashion trend. This is the most active group compared to the others;
thus, it is labelled as religious fashion follower since they highly consider identity
actualization is very important to create the surrounding’s perception. This segment gets the
highest level on economic-orientation which means that they are excellent in hunting a good
bargain. They are slightly more utilitarian than hedonic. This group mostly consists of 16 to
37 years old respondents and 92.6 per cent of them are single.
4.2.5 Sharia fashion follower (N = 149/14 per cent). This segment achieves the second
highest level of Sharia dressing orientation. Also, this segment is an active follower of
fashion trend so that it is labelled as Sharia fashion follower segment. They still moderately
consider brand but not on social status. This group has the lowest intention to make impulse
buying as they are commonly rational buyers. The respondents of this group spread equally
on almost all age categories although 31.5 per cent of them are 37-45 years old and 32.5
others are above 45 years old.
4.2.6 Pragmatic hijaber (N = 175/25 per cent). This segment takes the greatest proportion
from the total sample of the respondents since it represents 25 per cent of the overall sample size.
They do not demonstrate distinctive characteristic for every measured aspect unless they score Islamic fashion
the lowest on all three aspects including religiousity, Sharia dressing style orientation, and lifestyle on
personality. This segment is mostly dominated by 16-19 years old respondents (31.8 per cent) and
gradually reduced significantly from the lowest to the highest age categories. Thus, this group is
Indonesian
labelled as the conformist as the members do not have define their intention on several aspects. woman
Based on the age category, this segment still seeks for the true personality.
315
4.3 Discriminant analysis
Discriminant analysis is run to validate the cluster analysis result. This analysis verifies the
differences among six clusters and defines the variables that differentiate one cluster to the
others. This analysis also calculates the accuracy level to identify if there is a new
respondent that can be categorized into one of the existing cluster (Malhotra et al., 2010).
Three canonical discriminant functions were calculated and found to be statistically
significant. Function 1 explained 41 per cent of the variance (eigenvalue = 1.471, Wilks’
Lambda = 0.096, x 2 = 908.74, df = 15, Sig. = 0.000). Function 2 explained 30 per cent of the
variance (eigenvalue = 1.074, Wilks’ Lambda = 0.237, x 2 = 558.24, df = 8, Sig. = 0.000).
Function 3 explained 29 per cent of the variance (eigenvalue = 1.037, Wilks’ Lambda =
0.491, x 2 = 275.63, df = 3, Sig. = 0.000). Overall, 91.7 per cent from the original sample, it
indicates a high level of accuracy and suggests that those six clusters can be properly
categorized.

5. Discussion
The results of this research identify 11 factors and 6 segments to group the respondents
based on Islamic fashion lifestyle. The cluster analysis demonstrates that the mean of
personality pursuit, Sharia dressing style orientation, and religiousity are above 4.00 for all
clusters. It implies that the consumers of Islamic fashion from the six clusters have high
religiousity level and high Sharia dressing orientation. It is due to the respondents are all
Moslem women who wear hijab as hijab is perceived to reflect an above-average level of
religiousity compared to those who do not wear hijab. Further, high personality pursuit
indicates that women who wear hijab understand that their way of dressing will reflect their
image and self-identity on the surrounding society; thus, improper way of dressing is a
matter that they avoid.

5.1 Hijab fashionist (20.6 per cent)

As presented in the figure (Figure 1 available in a separate file) this segment has a high
awareness and becomes the first-adopter in following the newest fashion trend. Besides, this
segment really realizes that fashion style must be relevant with their personality. They shop
for retaining their status and tend to buy well-known brand. This segment is categorized as
a group that can be easily encouraged through emotional aspect and make impulse buying
decision when special offering, discount, and attractive promotional activity occur. This
segment is moderately religious as well as demonstrates moderate Sharia dressing
orientation compared to the other groups. To target this market, a company should try to
develop its brand and create luxury image to attach a high status on its buyers. Also, the
design of its hijab fashion must be new and fresh but still comply applicable Sharia rules.

5.2 Aspirant Sharia oriented (N = 53/8 per cent)

Figure 2 available on separate file. This segment demonstrates a strong intention to maintain
their individual identity to be perceived as good Moslems as they have a quite high religiousity
RJTA X1. Fashion
23,4 Leadership
X11. Religiousity 5.12 4.52 X2. Fashion Follower
3.62
X10. Syari'i Dressing
X3. Status Seeker
Style Orientaon 4.24 4.10
316

X9. Impulsif Buyer 4.07 4.45 X4. Brand Seeker

3.81 X5. Personality

Figure 1. X8. Raonal Buyer 5.39 Pursuit
Hijab fashionist 4.41 X6. Economic
4.47
(N = 70/20.6 per cent) X7. Emoonal Buyer
Orientaon

X1. Fashion
Leadership

X11. Religiousity 5.27 X2. Fashion Follower

3.05 3.65
X10. Syari'i Dressing
4.99 X3. Status Seeker
Style Orientaon
2.63

X9. Impulsif Buyer 2.85 3.33 X4. Brand Seeker

Figure 2.
2.76 X5. Personality
Aspirant Sharia X8. Ulitarian Buyer 5.14 5.21 Pursuit
oriented (N = 53/8 3.86
X6. Economic
per cent) X7. Hedonic Buyer
Orientaon

level. This group is the most compliance in dressing based on Sharia orientation as they wear
wide hijab. They do not have orientation to the newest fashion trend and well-known brand.
They do not even want to achieve particular status as seen from their outfit. The characteristic
of this group is mostly rational buyer that makes planned-purchase decision. This segment is
not easily influenced by promotional program and very rarely to make emotional or impulse
buying decision. To target this market segment, the fashion product must be designed to be fit
with Sharia rule in conservative way. Based on the demographic data, the marketing approach
should be focused on the 20-36-year old consumers. This group makes rational purchase
decision as they only buy when they perceive that they need to buy but not when they are
exposed with promotional offerings or emotional intention.

5.3 Religious moderate dressing style (N = 155/22 per cent)

Figure 3 is available in a separate file. This segment takes quite significant proportion from the
overall sample size. The only distinctive characteristic of this segment is on the high level of
 X1. Fashion Islamic fashion
Leadership lifestyle on
5.54
X11. Religiousity X2. Fashion Follower Indonesian
3.51 woman
3.90
X10. Syari'i Dressing
X3. Status Seeker
Style Orientaon 4.18 3.30 317

X9. Impulsif Buyer 3.35 3.68 X4. Brand Seeker

3.80 4.15 Figure 3.

X8. Ulitarian Buyer 3.34 X5. Personality Pursuit Religious moderate
4.09 dressing style
X6. Economic
X7. Hedonic Buyer (N = 155/22 per cent)
Orientaon

religiousity; yet, they do not anti-fashion trend and can be grouped into fashion follower with
moderate dressing style that comply to Sharia rules. This segment has a strong internalization
to do prayers based on religious values without demonstrating an extreme behavior perceived
by their surroundings. This group can be found in all age categories but dominated by above
37 years old sample members. Based on the demographic information, the marketing approach
for this segment should be focused on consumers aged above 37 years old. However, they only
have a slight interest in famous brand, promotional activity and special offerings.

5.4 Religious fashion follower (N = 95/14 per cent)

Figure 4 is available in separate file. This segment is a true fashion follower. They have an
interest on fashion but rely heavily on suggestion from friend, family, and other group
reference in choosing their fashion style. This segment considers fashion style as a
representation of personality and image but not see famous brand or luxury product as the
first consideration. They really prefer promotion and cheap price so that they can be

X1. Fashion Leadership

5.35
X11. Religiousity 3.73 4.78 X2. Fashion Follower

X10. Syari'i Dressing

X3. Status Seeker
Style Orientaon 4.53
2.63

X9. Impulsif Buyer 3.19 3.45 X4. Brand Seeker

4.31 X5. Personality Pursuit Figure 4.

X8. Ulitarian Buyer 5.19 Religious fashion
3.99 follower
X6. Economic
X7. Hedonic Buyer (N = 95/14 per cent)
5.48 Orientaon
RJTA categorized into both hedonic and utilitarian buyers depending on the context. For this
23,4 segment, marketers should focus on fashion style trend in affordable price. Building luxury
brand does not contribute much for this segment. On the contrary, marketing will be more
effective if it is focused on individual that is perceived as fashion influencer since this
segment is highly affected by those endorsing figures. Based on the demographic
information, the marketing approach can be focused on young and single women at the age
318 between 16 and 36 years old.

5.5 Sharia fashion follower (N = 149/14 per cent)

Figure 5 is available in a separate file. This segment has a high orientation on Sharia
dressing style which indicates conservative fashion. However, this group is an active
fashion trend follower. Therefore, it is labelled as Sharia fashion follower. In making
purchase decision, they still consider brand but less consider status and exclusiveness as
important matters to be achieved. This group is also found in almost all age categories but
dominantly the members are in above 37 years old category. For this segment, marketers
should focus on building brand with conservative fashion style. The communication form
and price range should be able to reach all of age categories and income levels due to its
equal distribution on all segment groups.

5.6 Pragmatic hijabers (N = 175/25 per cent)

Figure 6 is available in a separate file. The last segment is the least religious group among
others. Further, their dressing style is the most flexible related to Sharia compliance. It
indicates the trend as pragmatic hijabers. This segment mostly consists of 16-19 years
women as reduced gradually depending on the age category as the oldest age category takes
the least proportion of this segment. It implies that this group members mostly still in
identity seeking stage. Based on the expenditure level, this group spends between IDR 2m to
IDR 8m per month. To market to this segment, the fashion style offering should be more
moderate, new and following the existing trend. The communication form should be focused
on 16-36 years old sample within up to IDR 8m monthly income.

X1. Fashion Leadership

X11. Religiousity 5.11 X2. Fashion Follower

3.63
4.09
X10. Syari'i Dressing
Style Orientaon 4.95 X3. Status Seeker
2.96

X9. Impulsif Buyer 2.69 3.91 X4. Brand Seeker

Figure 5. 4.00 4.25

Sharia fashion X8. Ulitarian Buyer X5. Personality Pursuit
3.69
follower 4.08
X6. Economic
(N = 149/14 per cent) X7. Hedonic Buyer
Orientaon
 X1. Fashion Leadership Islamic fashion
X11. Religiousity 4.06 3.54 X2. Fashion Follower lifestyle on
3.86
Indonesian
X10. Syari'i Dressing
X3. Status Seeker
woman
Style Orientaon 4.01 3.12

319
X9. Impulsif Buyer 3.28 3.69 X4. Brand Seeker

X8. Ulitarian Buyer 3.94 4.05 X5. Personality Pursuit Figure 6.

3.34 Pragmatic hijabers
X6. Economic
X7. Hedonic Buyer 4.21 (N = 175/25 per cent)
Orientaon

6. Conclusion and implication

Based on the findings, there are 11 factors and 6 segments for clustering the respondents of
Islamic fashion lifestyle. The cluster analysis demonstrated that the mean of personality
pursuit, Sharia dressing style orientation, and religiousity is greater than 4.00 on all clusters.
This score proves that the consumers of Islamic fashion among six clusters have high level
or religiousity and Sharia dressing style.
This study also finds that even the level of religiousity is high for each
segment, they have different of interpreting the way of dressing, behavior toward
fashion, and purchase behavior. Moreover, there is one segment that demonstrates
a high status consumption which opposed O’Cass (2013) finding as he mentioned
that religiousity has a negative effect on the status consumption that influences
fashion consciousness.
The six groups of Sharia fashion lifestyle include hijab fashionist, aspirant Sharia
oriented, religious moderate dressing, economic fashion follower, Sharia fashion follower,
and pragmatic hijabers. The first segment is the most pivotal and potential target market for
Islamic fashion. Luxury and premium brands are the very relevant for targeting this
segment as this segment look for the newest fashion mode with luxury and famous brands.
In addition, hijab fashionist tends to be an early adopter for the newest fashion that
encourage new fashion trend among their peers. This is strongly connected to the upcoming
issue of Indonesian market subculture, as this research explores market segmentation based
on Islamic fashion lifestyle.

7. Limitation and further research

There are some limitations of this research that should be elaborated. All of the respondents
wear hijab (hijabers); thus, for Islamic fashion consumers who do not wear hijab will be
difficult to be identified. Not-wearing hijab Moslem women are not able to be depicted in
these research findings. Even though the demographic characteristics such as occupation,
age and income have been equally distributed, the number still cannot represent the true
existing demographic profile due to its proportion. However, this study has been quite
representative because the survey was carried out in major cities of Indonesia, with
techniques accidental sampling to meet socio-demographic quotas. Therefore, the number
and percentage of each segment can be varied when it is compared to the research result.
RJTA The findings of this research cannot be generalized for other countries with Moslem-
23,4 majority population although the research design can be applied to consumers from
different countries.

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