ABSTRACT
Targeting Muslims as a niche market has proven to be a profitable strategy for mainstream brands. However, while commoditising Islam with trends such as the Mipsterz or ‘salafi-chic’, some initiatives copy dominant social and cultural norms while compromising on cultural literacy and religious ethics. Appropriating modern mottos of success and performance as life goals, some Muslims also appropriate neoliberal standards for managing their charity and craft a corporate understanding of Islam.
