Exploring Gender Perspectives in the Saudi Fashion Market

This paper investigates the influence of brand clues on self-identification and socialidentification in the Saudi Arabian fashion industry, focusing on gender-specific as a moderator. The data were collected through an online survey, resulting in 1,041 responses in Saudi Arabia, especially the younger generation. The data were analyzed using confirmatory factor analysis, and hypothesized relationships were tested using regression via Smart-PLS software. The findings reveal that brand clues significantly affect self-identification and socialidentification. In this paper, we used gender as a moderator factor where males and females respond differently to brand clues, especially in the fashion industry. We found that Saudi males prefer symbolic and practical brand attributes, whereas Saudi females prioritize emotional and ethical elements. This research contributes to the under-research areas of brand clues, selfidentification, and social-identification. This study deepens the understanding of the connection between consumers' psychological needs—self-identification and social-identification—and brand clues, encompassing sensory, functional, and humanized elements. It will provide implications for fashion marketing managers to develop appropriate consumer segments, brand clues, and communication strategies for consumers.