Click on the image to enlarge. The big question: how does one define ‘the Ethnic Population’? From social science’s point of view, ethnic groups are defined as the large groups of people classed according to common racial, national, tribal, religious, linguistic, or cultural origin or background. That definition in...

I am conducting an ethnography research in first and second generation British Indians to understand the level of acculturation and assimilation. The project is essentially academic but over a series of blogs I intend to translate and filter my findings for the marketing professionals. Hope the readers find this...

In September 2009, George at Asda launched an Asian clothing range – a first for both supermarkets and the high street. The launch is in response to huge demand from Asda customers for authentic cultural clothing at affordable prices. (63% of Asda’ ethnic customers have called for affordable authentic...

There are currently 2.8m Muslims in the UK (according to 2010 data from The Pew Forum on Religion and Public Life). Earlier Census data shows that 45% of UK Muslim women were actually born in the UK and therefore are highly fashion conscious and well versed in current urban...