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    Jordanian label RB Fashion is not your average modestwear brand

    February 16, 2022

    Designed in conjunction with its customers, the range is functional as well aesthetically pleasing

    RB Fashion was founded in 2019 by Rawan Al Adwan and her sister Bayan. Their initials give the company its name and it started out offering customised modestwear to Jordanian women.

    It's since grown to encompass much more than that.

    With headquarters in Amman, the label underwent something of a transformation in 2020 when brother Abdellatif joined the team. With the siblings each coming from strong business backgrounds — Bayan and Abdellatif from marketing, and Rawan a self-described 'serial entrepreneur' — the three decided to rethink the business strategy.

    The idea was simple: rather than creating products they hoped women wanted, why not ask customers what they actually needed?

    This is exactly what the trio did and the feedback surprised them. Women didn’t need another company offering dresses. Instead, they needed someone to make functional, reliable sportswear that would allow them to exercise in public without being self-conscious.

    “We found a big gap in the industry when it comes to modest activewear, because the message we got was that women had to go to the men’s section in shops like Nike and adidas,' says Abdellatif, who is chief executive.

    To find tops large enough to act as a cover-up, women had no option but to wear clothes designed for men.

    “It’s not only hijabi or Muslim women looking for something modest, even a lot of non-hijabi, non-Arab and expats want a modest outfit when they go outside,' says Abdellatif. 'It has nothing to do with beliefs, or being Muslim, but that some women just feel more comfortable.'

    Armed with the market research, the siblings decided to keep their customers involved in the design process. Now, they create a sample outfit that is handed over to a group of women, who have been chosen for their different lifestyles and needs, to test the item.

    Rawan explains how it works: “We have a pool of up to 10 customers, with different personas. Some are curvy, some thin, some are athletes, some are at university, some hijabi, some not Muslim at all. We do the initial design and then we test it with them, and we keep enhancing the item until it fulfils the need of the majority of the women.

    'If we get a majority 'yes', then we go ahead with production. We are validating the product even before we put it in the market, before it is in the shops.'


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