U.S. modest fashion industry: Critical interpretations of brand positioning and Muslim women entrepreneurs
Date
2023
Authors
Amalanathan, Shanti
Major Professor
Advisor
Reddy-Best, Kelly
Sanders, Eulanda
Eike, Rachel
Arendt, Susan
Thornton, Zoë
Committee Member
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Abstract
Muslim modest fashion, or less revealing clothing worn to satisfy spiritual needs, is experiencing unprecedented growth in the fashion industry driven by young Muslim women worldwide. The demand for modest fashion in U.S. market is also rapidly growing, yet the Muslim community has long been marginalized by Western society and the mainstream fashion industry. This compelled me to analyze the niche modest fashion market in the United States that targets the Muslim woman consumer, which I covered in two separate manuscripts in this dissertation.
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dissertation
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2023