Modest Dressing: faith-based fashion and internet retail.

这个比较宗教项目着眼于互联网零售如何使那些穿着朴素的女性越来越容易将联合收割机与信仰结合起来。互联网营销对于想要专业产品的消费者来说是非常宝贵的，并减少了专业生产商和零售商的间接费用。这在服装营销中尤为重要，寻求非标准商品的消费者现在可以在网上购物，以取代或扩大商业街。对于寻求时尚着装的女性来说，就像越来越多的穆斯林女性通过网络获得朴素的衣服一样，互联网是不可或缺的。其他有着装要求的宗教团体在服装的商业生产和销售方面也有类似的发展：守规和正统的犹太人，以及一些基督教团体，如后期圣徒教会（摩门教）。在大多数情况下，网络营销允许品牌超越其直接位置，为国际消费者提供服务。针对特定信仰群体的、由其生产的朴素服装市场已经扩大，为不同收入阶层、年龄、职业和品味的妇女创造了范围。女性现在更有可能穿着符合他们的虔诚感，但仍然时尚。目的1：发现通过电子商务的服装的扩展和多样化，为那些出于宗教动机穿着朴素的女性提供服装，是否允许出现一种新的“朴素时尚”类别，这种类别有可能超越特定的宗教，并接触到跨信仰群体的消费者。目的：A）简要介绍基于商业信仰的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实践（并选择参考他们的美国同行）。B）探索互联网而不是实际商店在创造跨信仰购物可能发展的条件方面的关键程度。与运营经济一样，互联网购物可以使专业和冒险购物更有可能：与虚拟世界打交道的匿名性使个人更容易与他们信仰社区之外的企业和人联系，而不是实际进入一家明确编码为“属于”特定信仰社区的商店。C）确定适度服装的电子零售商是否知道他们是否已经拥有或欢迎来自目标信仰基础之外的消费者。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（视觉效果，语言，音乐）还是客户互动？D）找出零售商跨信仰业务的可取性是否有限制。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：探索在何种程度上“适度时尚”开始被不同信仰社区的女性所认可为一种着装形式。目的：A）创建一个可能构成“适度时尚”的女性服装清单。B）评估这一点在不同信仰群体和地区之间的差异。目的3：评估适度时尚的社会和个人影响。目的：了解购买温和而不是信仰特定的时尚是否以及如何改变女性的自我意识以及她们与信仰和更广泛社区的关系。潜在的应用程序和好处通过扩大妇女的谦虚着装的理解，包括三个亚伯拉罕信仰，并把虔诚的着装在当代时尚的框架，这项研究提供了机会，以促进信仰之间的对话和宗教和社会的世俗元素之间，并挑战时尚行业的规范世俗化的假设。

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.