The holy month of Ramadan sees practicing Muslims participate in strict fasting schedules, prayers and family gatherings. But research from YouGov indicates it’s also a time when spending habits change; over 50% of people expect price hikes, though many will still be splashing out.

"From a commercial point of view, if Christmas didn't exist it would be necessary to invent it," writes journalist Katherine Whitehorn. People are increasingly more interested in Santa than Jesus, and there are concerns in the Middle East that Ramadan could be the next holiday to fall victim to consumerism.

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?

The halal lifestyle market has been steadily evolving, moving beyond its traditional remit of food and finance, and into the worlds of fashion, cosmetics, dating and intimacy. In the second of a two-part report, we look at how brands are navigating these sectors with Muslims in mind.