Can You See Me? A Perspective of Brand Clues in the Fashion Industry in Saudi Arabia

Purpose: This paper seeks to investigate the direct effects of brand clues on self-identification and social-identification within the fashion industry in Saudi Arabia. Design/Methodology/Approach: Data was collected through an online survey, resulting in 1,041 quantitative responses. The study targeted the Saudi fashion industry and utilized a snowball sampling method for participant selection. Findings: Results show that brand clues significantly impact both self-identification and social-identification, with self-identification strongly influencing social-identification among Saudi fashion consumers. Research Implications: Fashion decision-makers in Saudi Arabia can adopt proactive approaches by considering brand renaming, developing innovative segmentation strategies, positioning brands effectively, and introducing new products aligned with customer values to encourage self and social-identification. Originality/value: This study adopts a comprehensive, interdisciplinary approach by integrating insights from marketing, branding, and psychology. It deepens the understanding of how Saudi Arabia’s cultural context affects brand identification within the fashion industry.