Design of a technological tool as a marketing innovation strategy to promote handcrafted textiles from Santa Maria Zacatepec

Abstract

Craft products from traditional towns are beginning to be replaced with imported goods, a situation that promotes a loss of identity. Santa María Zacatepec in the Mixteca Alta of the state of Oaxaca 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 objective of this study is the design a digital platform 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.