From Heritage to Luxury Brand: A Knowledge Transfer Analysis of the Oaș Clothing Market in a Globalized Economy

In an era of accelerating cultural homogenization and mass consumption, the Țara Oașului region of Romania persists as a unique enclave of “ethnic archaism.” Its traditional attire serves as both a primary marker of indigenous identity and a form of cultural resistance. However, this material heritage faces existential threats from shifting consumer preferences that increasingly favour modern simplicity over complex traditional craftsmanship.

This research investigates the survival mechanisms of traditional clothing production in Negrești-Oaș. It specifically explores how local artisans navigate the dichotomy between heritage preservation and the economic necessity of adapting to a turbulent, modern market.

The present study employed a qualitative research design, focusing on conducting semi-structured interviews to explore the socio-cultural dynamics of the Oaș clothing market. Data were analysed through thematic analysis, triangulating field insights with established theoretical frameworks in cultural marketing, ethnic branding and sustainability within the creative industries.

The findings reveal a complex adaptive ecosystem where artisans employ “negotiated authenticity"—adjusting aesthetic elements to meet contemporary demand while maintaining the symbolic core of the attire. The research identifies key economic bottlenecks, including supply chain instability and the “simplicity bias” of younger consumers. Furthermore, the analysis culminates in a conceptual framework for sustainable marketing.

Moving beyond purely ethnographic, this endeavour bridges the gap between cultural anthropology and strategic marketing. It redefines traditional clothing not as a static museum artifact, but as a “living product” capable of generating contemporary economic value and ensuring intergenerational identity legacy in a globalized economy.