Abstract
At a time where slim fit jeans are quite famous and loved in Europe or in the United States, a new type of jeans and a new brand was born in 2006. It was named ?Al Quds', in the name of the holy city of Jerusalem. A simple product with a practical goal: facilitate the Muslim prayer. Al Quds jeans follow in the continuous production of jeans that began with Oscar Levi Strauss. When Al Quds jeans are mentioned, people, and among them our colleagues of Menton, think that it is a Muslim firm which decided to commercialize its own jeans, which is actually not true. Marketing in Islam can be defined as the link which is made between marketing and religion, or more simply, the way companies use Islam to do marketing. Moreover it aims to respond to the particular needs of Muslims. Those particular needs open an interesting market for food, or clothes, especially now that Muslims are nowadays quite numerous in Europe as well as in the rest of the world. Al Quds jeans seem to be included in this logic. What are the particularities of Al Quds jeans and its commercialization? How is it received? What is the future of such a product?
