Handbook of Islamic Marketing
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Handbook of Islamic Marketing

Edited by Özlem Sandıkcı and Gillian Rice

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets.
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Chapter 19: Serving God through the Market: The Emergence of Muslim Consumptionscapes and Islamic Resistance

Sultan Tepe


Sultan Tepe* The Second Islamic Clothing, Fashion, Apparel and Accessories Fair, ‘the only fair of this genre ever organized in the world’, in the words of its organizers, opened its doors in İstanbul, Turkey in April of 2010.1 The fair was popularly referred to as the tesettür fashion fair.2 With a 400 per cent increase in total participation over one year the fair displayed the dynamism of Islamic fashion amidst the attending producers’ praise for the insatiable customer appetite and an astonishing potential for further growth within the Islamic fashion market. Attesting to this potential, not only committed producers of Islamic fashion eagerly participated in the fair, but also some non-religious clothing companies had their stands ready, having never invested in Islamic fashion before. At the entry of the exhibition center there was another unexpected scene; a group of women stood in their tesettür, vehemently protesting against the convention with Turkish and English signs: ‘Are Qur’anic Surahs [on tesettür] out of Fashion?’ ‘Do not be the object Source: Haksöz Haber, Tesettür Modası Protesto Edildi, 12 April 2010. Özgür Açilim Platformu, 12 April 2010, http://ozguracilim.net/page/5/. Figure 19.1 A group of protesters at the Second Islamic Clothing, Fashion, Apparel and Accessories Fair, İstanbul, 11 April 2010 363 M2734 - SANDIKCI PRINT.indd 363 14/09/2011 17:10 364 Handbook of Islamic marketing of capitalism.’ ‘What is fashion? Creating (Dis)conformities.’ ‘Wake Up, Resist, Free Yourself.’ The  scene, with its unexpected tensions and actors, presented  a...

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