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Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts

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  • Slater, Stephanie
  • Demangeot, Catherine

Abstract

Intersecting neo-institutional and acculturation theory, this paper investigates how national acculturation ideologies inform attitudes towards modest fashion, comparing the United Kingdom and French contexts. Modest fashion, an emerging market phenomenon with roots in the conservative notion of ‘modesty’, has been a controversial cultural flashpoint.

Suggested Citation

  • Slater, Stephanie & Demangeot, Catherine, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Journal of Business Research, Elsevier, vol. 134(C), pages 702-715.
    • Handle: RePEc:eee:jbrese:v:134:y:2021:i:c:p:702-715
    DOI: 10.1016/j.jbusres.2021.05.059
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    References listed on IDEAS

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