Socio-Cultural Strategy

Socio-Cultural Strategy

Futuristic Study of Fashion Research: Integrating Material Culture and Social Awareness - A Case Study of Aran Bidgol City

Document Type : Original Article

Authors
1 Professor, Department of Social Sciences, Kashan University, Kashan, Iran.
2 PhD student, Iranian Social Issues, Kashan University, Kashan, Iran.
3 Ph.D student, Iranian Social Issues, Kashan University, Kashan, Iran (Corresponding author).
4 Ph.D graduate student, Iranian Social Issues, Kashan University, Kashan, Iran.
Abstract
The present research focuses on futures studies examining the interplay between material culture and social awareness in the city of Aran va Bidgol, specifically within the context of the fashion industry. Aran va Bidgol’s material culture encompasses traditional handicrafts such as carpet weaving, industrial infrastructure, and the use of local resources like rose cultivation, while its social awareness is shaped by religious values, environmental consciousness, and local identity. The analysis of the future of fashion aims to identify trends, market needs, and innovations, thereby assisting companies in strategic decision-making. Following a literature review and interviews with nine local experts, eighteen key factors influencing sustainable fashion were identified. Using MICMAC software, a structural analysis of these factors was conducted, and the main drivers were ranked. These drivers were then input into Scenario Wizard software, resulting in four scenarios: desirable, moderately desirable, critical, and catastrophic. Through compatibility value analysis of the desirable scenario, five key variables were identified as primary drivers: attention to consumer preferences, promotion of high-quality products, use of green and certified products, improved production efficiency, and advancement in engineering technology. This research provides policymakers and the local community with strategies to integrate material culture and social awareness, fostering a sustainable future aligned with local identity, environmental compatibility, and the development of a sustainable fashion industry.
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Volume 14, Issue 3 - Serial Number 57
Summer 2025
Pages 1027-1074

  • Receive Date 05 April 2025
  • Revise Date 19 July 2025
  • Accept Date 19 July 2025