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When it comes to the analysis of markets, difference has been described as a tool for competition and for carving out specific target groups. Once it is taken as factual, the significance of difference for market processes is undoubted. Taking a practice theoretical perspective at the market for Islamic fashion in Berlin, this paper explores what comes before. It intends to investigate not only the effects of difference but also its performance. Investigating how difference is accomplished by entrepreneurs as active agents of the market will also shed light on the societal surroundings of the market and the ways in which it is embedded in its sociocultural and discursive environment, hence highlighting the significance of its context for economic action, and vice versa.

As the areas of fashion marketing are transforming, fashion show research needs to be recognised, to understand its prevalence, changing form and influence on the consumer behaviour. The paper studied the promotion strategies for the brand and products of fashion designers in Bahrain, in particular the fashion shows, its digital versions, and the factors influencing their choice. The study was conducted using the qualitative method and the detailed semi-structured qualitative interview method was employed and sample of designers and a prominent modeling agency were selected by purposive sampling technique. In-depth interviews with designers were structured to understand the fashion industry, participation in fashion shows and preference of mode of fashion show. Interviews were conducted with the modeling agency, to understand the prevalence of fashion shows, and the execution and demand of organising fashion shows. The data gathered were supported by the relevant secondary data and document analysis and presented. In the study both the forms of the fashion show viz., live and digital are discussed and compared. The digital fashion show and similar forms as short films, videos, on social media seem to be more promising, with minimum requirement of set design, wider reach, economic, ease of execution. The research suggests that physical and digital fashion shows have their advantages and disadvantages, with the choice ultimately based on the brand's goals and resources. As technology advances and the fashion industry changes, digital fashion shows are likely to play an increasingly important role in the future.

Many banking efficiency studies have focused on conventional banks. Recently, Islamic banks have opened in many countries and operated in similar fashion to traditional banks. This chapter measures and compares Islamic banking efficiency to conventional banking efficiency represented by three European countries – Germany, Turkey and the United Kingdom. The study covers the period from 2005 to 2008 in measuring the X-efficiency using the non-parametric method, known as Data Envelopment Analysis (DEA). It reveals that Islamic banks are technically more efficient than conventional banks but are beset by lower allocative efficiency. This results in lower cost efficiency for Islamic banks in comparison to the more conventional banks in Europe.

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-­purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.

This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how marketing promotes materialism.

This chapter reviews extant literatures in Islamic marketing, with a particular emphasis on stakeholder orientation in marketing.

We argue that Islamic marketing is indeed compatible with the concepts of ethical and sustainable marketing encompassing social, environmental as well as economic perspectives and encourages ethical behaviour.

This chapter highlights that discussions on Islamic marketing should include sustainable marketing and emphasises the growing importance of stakeholder orientation in marketing.