From Tradition to Trend: Marketing Management in the Promotion of Baba Nyonya Beaded Shoes

Nur Emylia Natasha Muchamad Imron and Liza Marziana Mohammad Noh
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Nur Emylia Natasha Muchamad Imron: College of Creative Arts, Universiti Teknologi MARA, Cawangan Melaka, Malaysia
Liza Marziana Mohammad Noh: College of Creative Arts, Universiti Teknologi MARA, Cawangan Melaka, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 14, 227-234

Abstract: Baba Nyonya’s beaded shoes, also known as beaded shoes, are a unique creation of the Peranakan or Straits Chinese culture, which mixes Chinese and Malay traditions in Southeast Asia. Historically, these beaded shoes symbolised identity, wealth, and prosperity and were made with high craftsmanship for ceremonial and cultural purposes. However, in recent years, these shoes have transformed from traditional apparel to fashion statements that have piqued the interest of collectors and modern shoppers. This change is fuelled by a renewed interest in historical fashion, strategic marketing, and internet promotion. This research focuses on the opinions and experiences of the craftspeople who make Baba Nyonya’s beaded shoes. Using qualitative methods such as interviews, this research aims to explore how these practitioners strike a balance between preserving traditional crafts and adapting to contemporary fashion trends. By examining the views of artisans, this study will provide insight into the role of cultural heritage in fashion innovation as well as its implications for cultural preservation and sustainability.

Date: 2024
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