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A review of influencing factors and constructs on the Iranian women’s Islamic fashion market

Author(s): Kambiz Heidarzadeh Hanzaee | Shahrzad Chitsaz

Journal: Interdisciplinary Journal of Research in Business
ISSN 2046-7141

Volume: 1;
Issue: 4;
Start page: 94;
Date: 2011;
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Keywords: Fashion marketing | women | hijab | Islam | Iran

The purpose of this paper is to clarify factors and constructs influencing the women’s fashion market at legal, societal, and individual levels in Iran. A clear understanding of legal and societal factors helps fashion marketers to touch the main roots, social reality and philosophy of hijab dress in this country. On the other hand, individual variables and constructs can be studied to recognize different generations, classes of society and orders of religiosity among Iranian women, which will explain their fashion-buying behavior. This conceptual study is based on some academic papers and professionals’ practical viewpoints about Islamic marketing. In addition, the paper utilizes necessary religion sources and legal documents. In some parts, authors present their real experiences about the societal context of Iran. Five legal and societal factors influencing the women’s fashion market have been presented. These are Shariah, Fatwa and Ijma, the Islamic penal code of Iran, governmental policies, and national culture. Three individual variables and constructs affecting women’s buying behavior have also been identified. These are demographic and lifestyle variables and personal religious constructs. The characteristics, importance and applications of these factors and variables are discussed. Iran is an Islamic country that has adopted the policy of necessary hejab (veil) by setting standards of modest dress for women. For this reason, more endeavors are needed to understand factors affecting the women’s fashion market in this country. In addition, there is a lack of social, psychological, and women’s studies from the perspective of Islamic fashion about Iranian women. This paper attempts to clarify some aspects of the subject to direct some propositions for future research.

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