Female Muslim identity and modest clothing consumption in the UK

Abstract

PurposeThe 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/approachAn 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.FindingsFindings 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 implicationsFindings 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/valueThis 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.