Usage of consumer-centric cultural marketing in the cycle of reproduction of Iranian costumes; Using the East Asian Countries’ Experiments

Document Type : Qualitative Research Paper


1 Assistant Prof. of Anthropology & Member of Research Institute for Social Policy and Social Studies, Allameh Tabataba'i University; Tehran, Iran

2 PhD Candidate in Research of Art, Alzahra University; Tehran, Iran.

3 PhD in Anthropology, Islamic Azad University, Central Tehran Branch; Tehran, Iran.


The clothing industry is one of the creative cultural industries and clothes are commodities that are used during the acculturation of nations. For this reason, in recent years, more attention has been paid to the expansion of the national clothing industry by reproduction of the Iranian costumes and using the existing cultural assets in Iran. However, these policies have faced setbacks, which according to some researches, one of the main reasons is the weakness in the field of marketing in distribution. Therefore, this article has analyzed the experiences of successful Asian countries to achieve practical solutions for using marketing in the distribution of updated costumes in Iran, according to the marketing mix of creative cultural industries; i.e., utility for the consumer, consumer cost, consumer convenience and consumer communication. As the data gathering methods, this qualitative research applied library and documentary methods and used the empirical data and also employed thematic analysis as the analytical method. The research results show that the most important mix among the analyzed marketing mixes is the consumer communication mix and most of the measures taken were using the cultural marketing approach and in order to create cultural value. In general, in the mentioned countries, a combination of consumer-centric marketing has been used with the participation of consumers and according to their cultural values, and in this regard, distribution channels and policy makers have acted in parallel.


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