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.

DOI: 10.1504/IJIMB.2018.094077

International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.2, pp.83 - 103

Received: 27 Nov 2017
Accepted: 08 Mar 2018
Published online: 14 Aug 2018 *

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