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Fashionable stereotypes and evolving trends in the United Arab Emirates

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dc.contributor.author Ramadan, Zahy B.
dc.contributor.author Mrad, Mona en_US
dc.date.accessioned 2018-11-29T11:19:55Z
dc.date.available 2018-11-29T11:19:55Z
dc.date.copyright 2017 en_US
dc.identifier.issn 2196-291X en_US
dc.identifier.uri http://hdl.handle.net/10725/9825
dc.description.abstract Abayas, predominantly stereotyped as religious and conservative outfits, have experienced a significant transformation in the last few years in the Middle East, shifting from a plain and demure garment that signified tradition, to a style statement symbolizing grace, elegance, and charm. In this study, we examine women’s dress practices in the United Arab Emirates in an attempt to investigate how the clash between conventional religious modesty and modernity displays different forms of consumption behavior toward the abaya. To explore the transformations of the local traditional wear (the abaya) in the UAE, this study used a mix of two forms of qualitative studies: focus groups and in-depth interviews. This paper focuses on developing a better understanding of the key transformation triggers regarding the globally stereotyped garment—the abaya. Given the importance of abayas in Islamic markets, the research derives the reasons for the local transformation and the change in consumers’ perception of abayas. Based on the research findings, this paper coins the term “Fashion Motivator Moment of Truth” that describes the locals’ need for change, integration, self-expression, and need to stay up-to-date. These motivators are shaping consumers’ consumption behavior of abayas, which, depending on what social occasion, result in consumers requiring four types of abayas: (1) trendy and comfortable, (2) practical and conservative, (3) trendy and unique, and (4) special and premium. en_US
dc.language.iso en en_US
dc.title Fashionable stereotypes and evolving trends in the United Arab Emirates en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.idnumber 200302709 en_US
dc.author.department Hospitality Management And Marketing en_US
dc.description.embargo N/A en_US
dc.relation.journal Customer Needs and Solutions en_US
dc.journal.volume 4 en_US
dc.journal.issue 1-3 en_US
dc.article.pages 28-36 en_US
dc.keywords Abaya en_US
dc.keywords Islamic fashion en_US
dc.keywords Consumption en_US
dc.keywords Stereotype en_US
dc.keywords UAE en_US
dc.keywords Culture en_US
dc.identifier.doi http://dx.doi.org/10.1007/s40547-017-0073-z en_US
dc.identifier.ctation Ramadan, Z. B., & Mrad, M. (2017). Fashionable Stereotypes and Evolving Trends in the United Arab Emirates. Customer Needs and Solutions, 4(1-3), 28-36. en_US
dc.author.email zr950367@lau.edu.lb en_US
dc.author.email mona.mrad@lau.edu en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://link.springer.com/article/10.1007/s40547-017-0073-z en_US
dc.orcid.id 199503670 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.orcid.id https://orcid.org/0000-0002-4775-8519 en_US
dc.author.affiliation Lebanese American University en_US


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