I appreciate the reviewers’ thoughts and the time spent on a critical reading of my manuscript. I have attempted to address the key points mentioned by each reviewer although, given limited space, I cannot entertain all comments. This is another clear example of how a name associated with Islam (in this case the word “hijab”) is used to generate business.
There is no doubt that this major brand will capture the attention of Muslim women and likely bring in large profits on their investment. However, Nike, as a big brand name, has now introduced its latest product incorporating the word “hijab” a familiar term associated with Muslim women in its products focusing on Muslims. In my book, I have spoken about various lesser known, smaller sports hijab manufacturers already in this business as early as 2002. Just two days before the International Women’s Day (2017), Nike announced its “Nike Pro hijab” line publically with several series of advertisements targeting Muslim women, using known Muslim hijabi athletes for the ads. New evidence for such opportunism is the Nike sportswear line’s recent move to capture a new market. However, the point about opportunism is arguably enfolded into especially George Gonzalez’s engagement with commodity fetishism and neoliberalism. Of the four reviews to Brand Islam, none raised the issue of opportunist companies, located in extremely anti-Muslim nations, making products for Muslims. Among these brands are DKNY, Oscar de la Renta, and Tommy Hilfiger, whose companies manufacture modest wear designed exclusively for Middle Eastern markets. Many secular people, and especially religious people brought up in different religious traditions, may be fearful of religions encroaching on daily life, while conservative Muslims fear that Islam is becoming watered down by commercialism.ĭesigner clothing brands that cater to Muslim consumers in the Middle East have mushroomed (even though some of this clothing is manufactured in Muslim-unfriendly countries).
For example, in London, the annual Harrods Hajj (“Ramadan rush”) is an annual shopping event to purchase gifts for Eid (one of the annual celebrations in the Muslim calendar honoring the willingness of Ibrahim to sacrifice his son as an act of submission to God’s command).
International and national brands have understood the potential profits that Muslim consumer markets present.
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