Exploring The Market Potential And Consumer Preferences Of Generation Z For Fashion Apparel Featuring Sarawak Heritage Beads

Abstract

Heritage crafts such as beadwork are vital in preserving cultural identity and enriching contemporary fashion. This research explores the market potential and consumer preferences of Generation Z for fashion apparel integrated with Sarawak heritage beads. Faced with declining sales and diminishing interest among younger consumers, local artisans seek to blend cultural heritage with contemporary fashion to sustain this unique craft. Employing a mixed-methods approach, this study combines qualitative data from field interviews, observations, and SWOT analysis with quantitative data from a survey of Generation Z consumers (n=344). Descriptive statistics are used to analyze data. Results show high awareness (71.1%) and appreciation for heritage beads, with product quality (mean = 4.38), promotion (4.33), and aesthetics (4.27) being the most influential purchasing factors. Most respondents favor minimalist, comfortable, and uniquely designed apparel, with a strong inclination towards flora and fauna motifs. The SWOT analysis revealed key strengths in cultural value, but also noted barriers like high production costs. Opportunities lie in leveraging digital marketing though threats include changing consumer tastes. Findings indicate Generation Z is open to fashion that integrates heritage elements, especially when paired with modern design and effective promotion. Sustaining traditional crafts requires innovation, strategic marketing, and cultural relevance to resonate with today’s youth.