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Modest Dressing: faith-based fashion and internet retail.

端庄着装：基于信仰的时尚和互联网零售。

基本信息

批准号：
AH/H009698/1
负责人：
Reina Lewis
金额：
$ 10.28万
依托单位：
University of the Arts London
依托单位国家：
英国
项目类别：
Research Grant
财政年份：
2010
资助国家：
英国
起止时间：
2010 至无数据
项目状态：
已结题

来源：
https://gtr.ukri.org/projects?ref=AH%2FH009698%2F1
关键词：
Modest Dressing faith based fashion

项目摘要

This comparative religion project looks at how internet retailing is making it increasingly easy for women who dress modestly to combine fashion with faith. Internet marketing has been invaluable for consumers who want specialist items and has reduced overheads for specialist producers and retailers. This has been especially important in clothes marketing, where consumers seeking non-standard items can now shop online to replace or augment the high street. For women seeking fashionable ways to dress modestly, like the growing numbers of Muslim women who obtain modest clothing over the web, the internet has been indispensible. Other faith groups that have dress requirements show similar developments in the commercial production and distribution of clothing: observant and orthodox Jews, and some Christian groups like the Church of the Latter-day Saints (Mormons). In most cases, internet marketing allows brands to reach beyond their immediate location, serving consumers internationally. The markets for modest clothing aimed at, produced by, particular faith groups have expanded to create ranges for women of different income brackets, ages, occupations and taste. Women are now far more likely to be able to dress in line with their sense of piety but still in fashion.AIM 1: To discover if the expansion and diversification through e-commerce of clothes for women who are religiously motivated to dress modestly has allowed the emergence of a new category of 'modest fashion' that has the potential to transcend specific religions and reach out to consumers across faith groups. OBJECTIVES: A)To provide a brief historical account of the international development of commercial faith based fashion, with particular attention to the dress practices of British Muslim, Jewish and Christian communities (and selected reference to their US counterparts). B)To explore the extent to which the internet rather than actual shops has been crucial in creating the conditions in which cross-faith shopping might develop. As well operational economies, internet shopping can make specialist and adventurous shopping more possible: anonymity in dealing with the virtual world makes it easier for individuals to connect to businesses and people outside of their faith communities than would be the case when physically entering a shop that was clearly coded as 'belonging' to a particular faith community. C)To establish whether e-retailers of modest clothing know if they already have or would welcome consumers from outside their target faith base. Does this prompt any changes in the business - be it range of products, advertising strategies, website atmospherics (visuals, language, music), or customer interaction? D)To find out if there are limits to the desirability of cross-faith business for retailers. Potentially expanding their consumer base might make sense for business, but is it also perceived to be in conflict with the company's religious motivation? AIM 2: To explore the extent to which 'modest fashion' is beginning to be recognisable as a form of dressing adopted by women from different faith communities.OBJECTIVE: A)To create an inventory of women's apparel that might constitute 'modest fashion'. B)To evaluate how this might vary across faith groups and regions. AIM 3: To evaluate the social and personal impact of modest fashion. OBJECTIVE: To develop an understanding of if and how shopping for modest rather than faith specific fashion changes women's sense of themselves and their relationship to their faith and wider communities. POTENTIAL APPLICATIONS AND BENEFITS By expanding the understanding of women's modest dress to include the three Abramic faiths, and by putting pious dressing in the frame of contemporary fashion, this research offers opportunities to foster dialogue between faiths and between religious and secular elements of society, and to challenge the normative secularised presumptions of the fashion industry.

这个比较宗教的项目着眼于互联网零售是如何让衣着朴素的女性越来越容易将时尚与信仰结合起来的。网络营销对于想要专业商品的消费者来说是无价之宝，也降低了专业生产商和零售商的管理费用。这在服装营销中尤为重要，因为消费者现在可以在网上购买非标准商品，以取代或补充实体店。对于寻求时尚的方式来穿得体的女性来说，就像越来越多的穆斯林女性通过网络获得得体的服装一样，互联网是不可或缺的。其他有着装要求的信仰团体在服装的商业生产和分销方面也表现出类似的发展：虔诚的正统犹太人，以及一些基督教团体，如后期圣徒教会（摩门教徒）。在大多数情况下，网络营销允许品牌超越其直接位置，服务于全球消费者。针对特定信仰群体生产的朴素服装市场已经扩大，为不同收入阶层、年龄、职业和品味的女性创造了一系列产品。女性现在更有可能穿着符合她们的虔诚感，但仍然很时尚。目标1：发现是否通过电子商务的扩张和多样化，为那些有宗教动机、穿着得体的女性提供服装，已经允许出现一种新的“适度时尚”类别，这种类别有可能超越特定的宗教，接触到不同信仰群体的消费者。目的：A)简要介绍基于信仰的商业时尚的国际发展历史，特别关注英国穆斯林、犹太人和基督教社区的着装习惯（并选择参考美国的同行）。B)探讨在创造跨信仰购物可能发展的条件方面，互联网而不是实际的商店在多大程度上起着至关重要的作用。与运营经济一样，网上购物可以使专业和冒险购物变得更加可能：与虚拟世界打交道的匿名性使个人更容易与企业和信仰团体以外的人建立联系，而不是实际进入一个明确编码为“属于”特定信仰团体的商店。C)确定朴素服装的电子零售商是否知道他们是否已经或将欢迎来自目标信仰基础以外的消费者。这是否会促使业务发生任何变化——无论是产品范围、广告策略、网站氛围（视觉、语言、音乐）还是客户互动？D)找出零售商对跨信仰商业的渴望是否有限制。潜在地扩大他们的消费者基础可能对商业有意义，但它是否也被认为与公司的宗教动机相冲突？目标2：探索“适度时尚”在多大程度上开始被不同信仰群体的女性认可为一种着装形式。目的：A)创建一个可能构成“适度时尚”的女装清单。B)评估这在不同信仰团体和地区之间的差异。目标3：评估适度时尚对社会和个人的影响。目的：了解购买适度而非信仰特定的时尚是否以及如何改变女性对自己的感觉，以及她们与信仰和更广泛社区的关系。通过扩大对女性适度着装的理解，将三种亚伯拉罕信仰包括在内，并将虔诚的着装置于当代时尚的框架中，本研究为促进信仰之间、宗教与社会世俗元素之间的对话提供了机会，并挑战了时尚行业规范的世俗假设。