The Impact of Socio-Cultural Structures on (Un)Veiling Western Luxury Fashion Brands: Perceptions of Kuwaiti Muslim Women

Abstract

Abstract This paper analyzes how socio-cultural structures shape the interpretation and consumption of western luxury fashion brands among Kuwaiti Muslim women. Synthesizing solutions, which is the notion of two opposing ideas being resolved within consumption, is employed as a theoretical framework. Qualitative research consisting of in-depth semi-structured interviews guided by photo elicitation was employed as the data collection method. The findings show that Muslim women in Kuwait “unveil” the sexual symbolic meanings of luxury brands through their interpretation of advertising. However, they then “veil” this sexual symbolism by drawing attention to their own modesty and utilizing the status of the brands to communicate their family name. The western luxury fashion brand offers a synthesizing solution; a delicate balance between constraint and choice, allowing Kuwaiti women to “unveil” sex appeals, yet also re-constructing such appeals to represent socio-cultural structures. Understanding socio-cultural dynamics of Kuwaiti women’s fashion consumption extends marketing theory and practice.