Competitive advantage of handicrafts

How does indigenous identity become a competitive advantage?

Cultural identity alone does not guarantee the sale of a product. Economic value is created when heritage, skills, and indigenous narratives are linked to the needs of today’s life. The motifs, stitches, materials, and skills of different regions of Iran have a high potential for developing creative products. However, superficial use of a traditional motif or adding it to an inappropriate product does not necessarily lead to the creation of value. Design must recognize the meaning, application, and authenticity of the cultural element. In developing an identity-based product, the origin of the motif, the production method, and the place of the manufacturer must first be determined.…