Clothing of righteousness: exploring tensions of halal maternity wear on online apparel websites

Purpose: This paper aims to explore marketing practices related to online halal maternity wear by examining the characteristics of halal maternity wear promoted to Muslim women (Muslimah) and how these differ between sponsoring websites. Design/methodology/approach: A qualitative content analysis of 24 websites promoting halal maternity wear to pregnant customers was undertaken. Findings: Several issues related to the availability and promotion of halal maternity wear online, particularly when addressing the needs of Western Muslim women, were found. Successful marketing solutions to the problems of halal maternity wear require solving a number of tensions arising at the intersections of the following distinctions: mahram versus non-mahram settings, crude versus stylish fashion and the normative perceptions of immodesty versus modesty. Practical implications: Careful research and attention need to be taken before promoting and targeting products as appropriate for Muslimah maternity wear. Those brands that display the requisite skills and knowledge necessary to determine whether a product meets the needs of modesty, fashionability and local climate/weather conditions in their maternity lines have much to gain from the Muslimah maternity market. Social implications: The availability of maternity wear that makes Muslimah feel comfortable and satisfied with their appearance will contribute to a positive pregnancy body image. Positive pregnancy body image is associated with positive pre and postnatal infant attachment by the mother, which in turn leads to beneficial outcomes for mother and baby. Originality/value: Research to date has focused on Islamic fashion in general, with a dearth of research on Islamic maternity wear. This paper addresses the gap by focusing on maternity wear and associated marketing practices, from the Islamic point of view.