Modernizing Iranian Traditional Clothing: Strengthening the Value Chain and Reimagining Tradition through East Asian Experiences

Background and Aim: Despite the significance of traditional clothing (TC) as a core symbol of local identity, its modernization in Iran has achieved limited success. This article conceptualizes modernization of TC through the lens of cultural and creative industries (CCIs). It aims to identify strategies that can enhance the design and production links within Iran's TC modernization value chain, drawing upon the experiences of select East Asian nations, such as China, South Korea, Japan, Malaysia, and Indonesia. These countries have effectively modernized their traditional clothing as symbols of identity during the glocalization process. Data and Method: This qualitative research combines existing empirical data with information obtained through comprehensive library and documentary methods. Findings: The findings reveal that successful East Asian countries (SEACs) have leveraged modern educational systems and aligned with global fashion industry demands. They have implemented integrated approaches to diversify design and pricing, allowing their TC to adapt to the global fashion market. Additionally, these nations have employed various marketing and promotional strategies, supported by both direct and indirect governmental and international. Conclusion: Policy interventions should aim to strengthen the TC modernization value chain by leveraging domestic cultural assets and capital while actively engaging with international capacities. Key Message: To successfully modernize its traditional clothing, Iran can gain valuable insights from the experiences of SEACs. This requires reinforcing the design and production value chain through a synergistic approach that includes educational reform, a global market orientation, diversified marketing strategies, strong government support, and a transformative fashion policy that aligns domestic cultural heritage with international capacities.

کلیدواژه ها:

Fashion policy ، Iranian modernized traditional clothing ، Cultural and creative industries ، Value chain ، Glocalization