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Female Muslim identity and modest clothing consumption in the UK

Samreen Ashraf (Department of Marketing, Strategy and Innovation, Bournemouth University, Poole, UK)
Asmah Mansur Williams (Department of Marketing, Strategy and Innovation, Bournemouth University, Poole, UK)
Jeff Bray (Department of Marketing, Strategy and Innovation, Bournemouth University, Poole, UK)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 16 August 2022

Issue publication date: 17 August 2023

876

Abstract

Purpose

The Muslim population is growing at twice the non-Muslim rate and forecast to represent over 25% of the global population by 2030. The Muslim fashion market is predicted to be worth $311bn globally by 2024. This market is currently not well understood or served. This study aims to present new insights into the fashion consumption opinions, attitudes and behaviours of female Muslim consumers through the lens of consumer culture focusing on Muslim identity.

Design/methodology/approach

An inductive qualitative method was adopted comprising 23 in-depth semi-structured interviews from respondents of seven ethnicities residing in the UK. Data were coded using a thematic approach.

Findings

Findings highlight the effect of Muslim identity on fashion consumption. Data demonstrates the importance of fashion for Muslim women despite the potential conflict between Islamic principles and public image. Respondents were conscious that their fashion behaviours were consistent with their identity; however, concerns were raised around limited choice and availability. Religiosity and family context/background were highlighted as key influences.

Social implications

Findings provide clear guidance, enabling fashion brands to most effectively serve this substantial and rapidly growing market. It is important that Muslim women are able to engage fully with fashion trends, satisfying their will to fit in with both their religion and their wider community.

Originality/value

This qualitative research provides depth of understanding of consumer motivations and attitudes and a multi-ethnic perspective which is lacking from previous studies that have adopted quantitative and single nationality approaches.

Keywords

Acknowledgements

The authors would also like to extend their gratitude to the reviewers for helping authors improve the quality of this paper overall.

Citation

Ashraf, S., Williams, A.M. and Bray, J. (2023), "Female Muslim identity and modest clothing consumption in the UK", Journal of Islamic Marketing, Vol. 14 No. 9, pp. 2306-2322. https://doi.org/10.1108/JIMA-05-2021-0167

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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