Ashfaq Azam, 
Business Development Executive at Alliance Advertising & Marketing, says its imperative to know as much about your customers buying trends as possible.


The second London Muslim Lifestyle Show took place at London’s Olympia last month. Held during Easter Weekend (15-16 April 2017) ,hundreds of businesses and thousands of visitors gathered from around the globe at the second annual London Muslim Lifestyle to experience the latest in fashion, food, finance and travel serving the Halal economy. The Muslim consumer lifestyle market is one of the fastest growing sectors in the world today growing 9.5% from previous years’ estimates to $1.8 trillion at 2014 and projected to
reach $3 trillion by 2021 according to a recent report by Thomson Reuters & Dinar Standard.

The London Muslim Lifestyle show is a showcase event for the Muslim Community of Great Britain to celebrate its diverse cultural riches. The event featured fashion shows, live cooking demonstrations, seminars, comedy and entertainment by Muslim acts from around the UK along with 160 stands selling their products and services – which once again demonstrated how the Muslim pound plays an important part in the UK economy. Waleed Jahangir, chief executive and founder of the London Muslim Lifestyle Show, said the event is marketed to attract not just British Muslims, but also a tourist attraction for the rest of
the world to visit, enjoy and to break down barriers and become more educated about this rich culture and community.

Conduit between UK and Halal market

“Post-Brexit UK needs to trade with non-European territories, a majority of which are Muslim,” said Jahangir. “By operating halal protocols, we aim to be the conduit between UK and the emerging Halal market by using this event as a platform and vehicle. “I’m so thrilled that this year we saw both an increase in businesses and visitors to the show.”

He said it was really important to have created a platform for business to be conducted, both during and after the show. With exhibitors from 15 countries, over £1.2m worth of
trade was completed during the show, and Jahangir said it was responsible for over £500k in business tourism. Figures show the international Muslim market is divided into a number of sectors worth the following values: food $129bn; fashion $266bn; finance $1.65bn; travel $140bn; media + recreation $185bn; pharma + cosmetics $72bn. “This was our vision, to be a gateway for Muslim companies; highlighting their strengths and helping
them reach new customers and markets by exposing them to a wider and an international audience. It further underlines the importance of the Halal economy and a genuine hunger from people looking to learn more about and do business with our various communities.

“We’re looking forward again to coming back next year as the UK’s no1 lifestyle show in London”. The show, also boasted the UK’s first official London Modest Fashion Week sponsored by Modanisa, the online fashion and shopping website for women who embrace a modest fashion style.Fashion designers from across Turkey, Malaysia, Indonesia
and even Russia showcased their latest designs on the main catwalk throughout the two days. Kerim Ture, chief executive of Modanisa, said: “Modanisa exists to give women more choice and confidence when wearing modest fashion so they look elegant, stylish and modern. London is one of the key fashion capitals of the world, so it was important for us to bring our modest fashionweek concept here. It’s been great working with the Muslim Lifestyle Show – we share the same audience. The fact that the catwalk shows sold out weeks ago illustrates the demand for them. Thank you to everyone who came and took part”.

BBC MasterChef winner 2012, Shelina Permalloo, hosted the cookery theatre (Sponsored by Tariq Halal), with her expertise bringing several dishes from her collection of Halal food recipes. Wigan-based fashion designer launched a line of modest sportswear range at the show. Yasmin Sobeih, from Standish, launched the range after securing financial backing from the Government. The “UNDER-RAPT” athleisure brand was derived from the fashion graduate’s love for Eastern and Western culture and an idea that she developed whilst studying for her Masters’ degree in fashion buying and merchandising at London College
of Fashion. Through the use of sustainable fabric, which comes from self-rejuvenating Austrian Beechwood trees, Sobeih created the brand to be suitable to all consumers.

“As a keen fitness enthusiast I noticed that a lot of my friendsand family who preferred to wear a scarf or cover when working out either was very uncomfortable with their Hijab always falling off, or always uncomfortably hot with layering clothes and always had to spend a lot on sportswear to cover themselves. “I have not named it Hijab. I have named it ‘hooded’ I do not want to limit my audience whatsoever. Ladies will need to keep their hair
up, it’s hygienic and it’s performance enhancing. It’s easy to wear for sport but it’s fashion-led at the same time.
She said she received huge interest from customers and industry professionals such as retail buyers, journalists and other designers. “It was such a fantastic experience and really
highlighted the growth and demand in the fashion retail market for modest wear. I can’t wait for next year.”


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