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1- , z.khazaie@student.alzahra.ac.ir
Abstract: (19 Views)
Traditional apparel, as an identity component and a visual document, plays a fundamental role in transmitting cultural heritage; the clothing of Balochi women is also an expression of authenticity whose development necessitates strategic policymaking in the areas of distribution and promotion. In this regard, the theoretical foundations of Borisova’s hybrid cultural marketing are utilized as an analytical framework to elucidate its pivotal role in preserving cultural authenticity while simultaneously offering successful commercialization strategies for this type of apparel. The present research is designed with the aim of presenting executive strategies and operational recommendations to demonstrate how the capacities of cultural creative industries marketing can be leveraged to enhance the position of redesigned traditional apparel of Balochi women. The research methodology is descriptive-analytical, utilizing documentary data and library studies, and is applied in terms of its objective. The population under study is the traditional clothing of Balochi women. The results indicate that: The cultural marketing strategy for Balochi clothing must commence with desirability; that is, establishing the brand as the “Narrator of Identity” through the narrative of strong cultural authenticity and collaboration with designers for updating the models. This desirability is then reinforced by effectively reducing consumer costs; implementing circular economy models and eliminating intermediaries through e-commerce resolves the primary barrier to pricing. Next in priority is ensuring ease of access through hybrid physical (strategic kiosks) and digital (AR and 3D fitting) infrastructures. Finally, communication must play a supportive role, solidifying the link between these three components and the customer by recording feedback and organizing cultural events, thereby transforming the organization into a cultural experience provider.
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E-mail: tiaj
tabriziau.ac.irPhone: +(98) 4135297551
