Title: Modest, modern and diverse: a review of marketing communication visuals of Islamic fashion brands
Authors: Muhammad Talha Salam; Nazlida Muhamad; Vai Shiem Leong
Addresses: School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam ' School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam ' School of Business and Economics, Universiti Brunei Darussalam, Gadong, Brunei Darussalam
Abstract: This paper presents a comparative analysis of marketing communication visuals of four Islamic fashion brands. In general, the marketing communication visuals of these Islamic fashion brands were found to display diversity in terms of being modest and modern, use of human models, and positioning as an Islamic brand. Based on the review of selected Islamic fashion brands, the tenor and diversity in their marketing communication visuals was attributed to three influencing factors. These factors included cultural diversity, interpretation of Islamic injunctions and competition in the target market. Based on the tenor of marketing communication visuals and influencing factors, a conceptual framework on Islamic fashion brand was proposed to provide insights into the marketing communications practices of Islamic fashion industry.
Keywords: Islamic fashion brands; marketing communication visuals; modesty; fashion advertising; veiling.
International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.2, pp.83 - 103
Available online: 07 Aug 2018 *Full-text access for editors Access for subscribers Purchase this article Comment on this article