Middle Eastern tourists spent £888 million in London in 2014, leading many luxury retailers to offer VIP treatment around Ramadan, including Arabic speaking concierges and chauffeurs. What’s this group’s ideal shopping experience? And how can brands target consumers that already have it all?

From the fashionable Mipsterz to the ‘Happy Muslims’, the latest cultural movements in the Islamic world have been well documented across social media. With a global population of approximately 1.57 billion, what are the implications for brands trying to reach modern Muslims?

Each year, Muslims worldwide observe Ramadan. It's the month when brands spend the most on marketing to Muslims, hoping to attract customers breaking their fast in the evening. Having already launched an Arabic website and stores in the Middle East, DKNY introduced a Ramadan collection in July 2014.

The launch of a new shampoo by Henkel aimed specifically at women who wear headscarves is symbolic of the many innovations happening in beauty. Brands like Unilever and Henkel are beginning to truly understand and meet the unique needs of untapped markets like Muslim women.