This study investigates the influence of the sociocultural factors affecting the fashion and clothing consumption of Saudi women. It is a multidisciplinary study that combines fashion and consumer behaviour approaches in order to define and explain the collective sociocultural norms that underlie the patterns of women’s fashion and clothing consumption in Saudi Arabia. It applies a mixed-method approach as a strategy for data collection, with primary data gathered through observation, a face-to-face questionnaire completed by 654 respondents and interviews with local retailers and experts in the fashion market.
The analysis of the empirical data revealed significant findings related to consumption patterns and the characteristics of the local market. It identified that there are two main systems that define fashion consumption in female Saudi society. Each system operates in a different social setting (public and female-only social settings) that requires communicating or establishing a specific value or a set of values to meet social expectations. The research findings also indicate the structure of the market and its operational system used to respond to consumer demands. In the light of these findings, theoretical models were developed to define the particularities of fashion consumption in Saudi Arabia as outcomes of this study. This study could have a substantial influence in academia as it provides a broader insight into fashion consumption behaviour in Saudi Arabia compared to that available in the existing literature. It could also help retailers and investors to understand the particularities of Saudi women’s fashion consumption in more depth. This understanding could be applied to develop strategies to meet Saudi women’s fashion demands.Saudi Cultural Burea
