Mapping Consumers' Mental Map of Islamic-Iranian Fashion Focusing on Women’s Clothing

The tendency toward fashion trends use become so deep that the most original human life in the name of culture also faces serious challenges. 

The present study aims at managing and examining consumer behavior in the field of marketing, their attitude and mentality.

This study aims to take advantage of the phenomenological approach and one of its tools named Zaltman Metaphor Elicitation Technique (Zmet) that is a qualitative research method, to elicit consensus map that indicates mental construct about Islamic-Iranian fashion. In this regard, eleven consumers with high involvement about the Islamic fashion were interviewed according to Zmet technique and consensus map were elicited.

The results of the survey indicate that this map contains twenty-three mental constructs.

The authors of the research conclude that main constructs including :" Islamic elements ", " Using the main form in design ", " layout ", " being traditional ", " using concepts in design ", " abnormal color variations ", " complexity in design ", " lack of choice " and " darkness " .