Design of a technological tool as a marketing innovation strategy to promote handcrafted textiles from Santa Maria Zacatepec (#825)
Read ArticleDate of Conference
July 19-21, 2023
Published In
"Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development"
Location of Conference
Buenos Aires
Authors
Acosta, Maria Susana
Collado Guevara, Irving Alan
Cuevas Vargas, Hector
Cano Contreras, Martín
Abstract
Craft productos from traditional town are beginning to be replaced with importes goods, a situaction that promotes a loss of identity. Santa María Zacatepec in the Mixteca Alta of the Oaxaca state is a town located in the Republic of Mexico, with a population (2020) of 17,100 habitants (47.6% men and 52.4% women) where 30 families (120 habitants) are dedicated today to the elaboration of hand-embroidered blanket huipiles. The objetive of this study is the design a digital plataform as a marketing innovation strategy to promote artisanal textiles. The information is collected through qualitative research, through a series of personal interviews. The result is the design of a digital page that promotes and sells artisan products online.