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

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. We analyze public discourse towards modest fashion using UK and French press media articles...