The “hijab revolution” that began around the last five years, where hijab that was once
blanketed with the impression of religious boarding school children, ancient, traditional, even
conservative has been transformed through the development of time into something youthful,
modern, stylish, and fashionable. This phenomenon has been glimpsed by some business
activists in the field, one of which is Hijabstory brand, along with the growing generation
of Muslim Millennials, young people, tech-savvy, and also believe in the modernity of the
times, one of which is to follow the fashion trend, but still sticking to their faith as Muslims.
This study aims to analyze marketing communication strategies that have been done by
Hijabstory, as well as analyzing marketing communication strategies implemented by
Hijabstory in achieving market share of Muslim Millennial. The method used in this research
is descriptive qualitative with grounded theory approach, and the data collection technique
used is interview. The results of this study show that Hijabstory considers marketing
communication strategies using Dwi Sapta’s IMC Model and the effort to reach the Muslim
generation market.
Kata Kunci : Marketing Communication Strategies, Moslem Fashion, Hijabstory, The
IMC Model Dwi Sapta, Millennial Moslem