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Khazaie Z, Mounesi Sorkheh M. (2025). The Impact of “Re-presenting as New” on the Revaluation of Traditional Baluchi Women’s Clothing: A Study in Cultural Marketing. JIC. 9(2), 71-88. doi:10.61882/jic.9.2.415
URL: http://jih-tabriziau.ir/article-1-415-en.html

 The Baloch people, as an authentic Iranian ethnic group residing in the southeast of the country, have built a unified identity around the Balochi language and Islamic beliefs while maintaining historical ties with other Aryan branches. Culturally, their traditional clothing—particularly Baloch women’s needlework (Suzanduzi)—stands as the clearest emblem of their identity, with Baluchestan remaining among the few regions preserving its full local dress. This craft, aesthetically captivating and symbolically rich, serves not only as the region’s central tourist attraction but also as a reflection of the intricate interplay between art, culture, and social history. Despite its great potential for economic and tourism development, Baloch needlework still lacks proper recognition in national markets. This research, conducted through analytical-descriptive and historical methods using library and documentary resources, applies Rogers’ Five Components of Innovation Diffusion Theory—where innovation is viewed not as an entirely new idea but as a creative synthesis of past and present values. Emphasizing the notion of “Perceived Newness” as more influential than absolute novelty, the study is applied-developmental and aims to clarify how Rogers’ innovation components relate to the social acceptance of revitalized Baloch attire in modern contexts. Ultimately, it seeks strategies to strengthen the market presence of this heritage art. Addressing the absence of a theoretical model rooted in Rogers’ framework, this research bridges the gap between cultural authenticity and modern demands, demonstrating that intelligent blending of tradition and innovation can elevate Suzanduzi from a local craft to a national and international brand, fostering sustainable cultural and economic growth.