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UK brands are celebrating Eid – here’s what makes an effective and inclusive campaign

By Afshan Jalil, PhD Candidate in Consumer Behaviour and Muslim Fashion, University of the West of Scotland

In the run-up to Eid al-Adha – a major Muslim festival that celebrates the prophet Ibrahim’s devotion and coincides with the end of the annual Hajj pilgrimage to Mecca – UK retailers are joining the celebrations.

Big brands like Next have launched festive collections of clothing, accessories and gifts, sharing social media messages aimed at Muslim consumers.…

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