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 ideologies inform attitudes towards modest fashion, comparing the United Kingdom French contexts. Modest an emerging market phenomenon with roots in conservative notion of ‘modesty’, has been a controversial cultural flashpoint. We analyze public discourse fashion using UK press media articles through content analysis. The shows institutional work legitimization subfield, integrated within global field. involving heterogenous actors, where is framed as destabilizing Western field, stigmatized. Theoretical managerial implications are considered. Our contributes to multicultural marketplaces literature by showing how, contexts that similarly multicultural, large-scale institutions can structure markets widely different ways, shape realm opportunities for marketers cater minority needs.