Social Marketing for Consumption of Modernized Iranian Traditional Clothing with a Look at Asian Experiences

Roustakhiz, Behrouz; Kazemi, Somayeh

doi:10.48308/jep.2025.239026.1215

Social Marketing for Consumption of Modernized Iranian Traditional Clothing with a Look at Asian Experiences

Document Type : Original Article

Authors

Behrouz Roustakhiz ¹
Somayeh Kazemi ²

¹ Assistant Prof. of Anthropology, Department of Sociology, Faculty of Social Sciences, Allameh Tabataba’i University, Tehran, Iran

² Ph.D in Research of Art, Department of Research of Art, Faculty of Arts, Alzahra University, Tehran, Iran

10.48308/jep.2025.239026.1215

Abstract

Like in some other Asian countries, the Iranians’ tendency to wear traditional clothing has decreased significantly. This paper aims to achieve an appropriate social marketing intervention mix to solve this problem, considering the successful Asian countries’ solutions. Therefore, this study has used documentary and library methods to investigate the main causes of the abovementioned problem in Iran and the countries’ solutions for the same problem. Then, the thematic analysis approach is used to analyze the countries’ actions, considering the mix of strategic social marketing interventions. Results show that the best solutions for updating traditional clothing in Asian countries are media-related solutions. Finally, we achieved a “communicative-interactive social marketing intervention mix.” This refers to a set of complementary marketing interventions that include the use of media tools, as well as non-media social relationships. The study’s main contributions were using strategic social marketing to analyze the consumption of updated traditional clothing and suggest a new model that can also be used to improve the strategies applied in Asia and other countries after cultural adaptation.

Keywords

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