The Changes of Meaning Over Life Stages: Caftans As Expression of Moroccan Women’S Identities

We conducted a qualitative study on caftan consumption in Casablanca, Morocco. We show that Moroccan women use their caftan to express different identities through distinct life stages. Our findings suggest an additional level of meanings, distinctive meanings, and extend prior research on the role of meanings in intra-gender relationships.


Delphine Godefroit-Winkel and Marie-Hélène Fosse-Gomez (2014) ,"The Changes of Meaning Over Life Stages: Caftans As Expression of Moroccan Women’S Identities", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 493-493.


Delphine Godefroit-Winkel, Lille School of Management Research Center
Marie-Hélène Fosse-Gomez, Univ Lille Nord de France-Skema Business School


NA - Advances in Consumer Research Volume 42 | 2014

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