Harris Tweed: A glocal case study

Fast and effectively disposable fashion has seen clothing reduced to transient items, worn for a short period of time then discarded. This pushed down prices, moving textile production low-cost labour countries decimating the traditional Scottish economy. drives consumer demand newness uses finite resources that are damaging environment. In 2019, pressure move towards more sustainable industry is intense. Traditional manufacture using natural, renewable sources inherently long-lasting offers slow alternative, epitomized by Harris Tweed handweaver community in Scotland. Fashion embraced digital, with growing online sales increasing focus on digital content. presents an opportunity redress balance technology shape future textiles. Utilizing interpretive paradigm inductive approach, Arts Humanities Research Council (AHRC) funded networking grant presented as qualitative case study, investigating how immersive technologies can be used safeguard products, educate contemporary, global audiences provenance human hand behind manufacturing processes encourage consumption products longevity. explanatory study finds brands virtual changing rooms or creative customer experiences but not exploiting possibilities engendering sense place people product. Findings also reveal Authority Hebrides brand successfully use landscape convey place, under-utilizing handwoven value sustainable, credentials Tweed. China identified potential gain valuable market share, increasingly wealthy Chinese Generation Z consumers seeking individual exclusivity sustainability their purchases, criteria embody