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Textile and Apparel Industries

An Alternative Concept of Luxury: Putting Craftspeople Front and Center

Authors
  • Jana M Hawley (University of North Texas)
  • Fabio Duma (Zurich University of Applied Sciences)

Abstract

This concept paper takes the position that there is an emerging alternative luxury market that focuses on the artisan themselves rather than the luxury brand. Based on fifteen years of qualitative data collection, results reveal that while these artisans produce beautiful products, the artisans are more concerned with honoring aesthetics, quality, culture, community and processes rather than profits. 

Keywords: Luxury business, artisans, alternative luxury, consumer engagement

How to Cite:

Hawley, J. M. & Duma, F., (2024) “An Alternative Concept of Luxury: Putting Craftspeople Front and Center”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17323

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Published on
2024-01-23

Peer Reviewed

License

Creative Commons Attribution 4.0