Sustainability and Social Responsibility

 Cultural Sustainability and Slow Fashion: A Study of Saudi Artisanal Brands

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Abstract

The growing relevance of slow fashion has renewed interest in artisanal brands that prioritize cultural heritage, durability, and ethical production. However, many craft-based fashion businesses continue to face challenges in developing sustainable strategies. This study explores slow fashion practices adopted by artisanal local brands in Saudi Arabia with a particular focus on localism and sustainable product development. Guided by an integrated Tri-Model Framework (the Five Factors of Slow Fashion, the 9Ps marketing mix, and the three pillars of the slow approach) data were collected through semi-structured interviews with 19 established artisanal brand owners and supported by website and social media analysis. Thematic analysis revealed two core themes: (a) timelessness as a strategic value in artisanal fashion, and (b) from community to consumer: localism in the artisanal fashion supply chain. Findings demonstrate that integrating slow-fashion principles into marketing strategies strengthens cultural identity and supports the long-term viability of artisanal fashion brands.

Keywords: Slow Fashion, Handicrafts, Fashion Brands, Marketing Mix, Local Production, Cultural Sustainability

How to Cite:

Ashraf, B. & Tawfiq, W. A., (2025) “ Cultural Sustainability and Slow Fashion: A Study of Saudi Artisanal Brands ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21530