Clothing Benefits Sought: The Case of British Muslims

Abstract

The purpose of this study is to explore British Muslims’ clothing benefits sought. Qualitative research was conducted through interviews to explore British Muslims’ clothing consumption. Following this, quantitative research was undertaken by means of a web based survey questionnaire with 30 items referring to clothing benefits sought. The usable questionnaire consisted of 222 respondents. Data analysis includes descriptive analysis, reliability and exploratory factor analysis. Six factors derived underpinned the clothing benefits sought among British Muslim consumers: “self congruity”, “social status”, “modesty”, “conformity”, “uniqueness” and “personal identity”. This study is the first one to explore clothing benefits sought among Muslim consumers in particular in the UK. This research was exploratory in nature and employed a non probability sampling method. The study provides a useful source of information, which can be used by UK high street fashion retailer regarding clothing benefits sought among British Muslim consumers in the UK.