Market Potential for Handmade Designer Boutique Products

Dhanalakshmi, V.

doi:https://doi.org/10.55041/ijsmt.v2i4.182

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MARKET POTENTIAL FOR HANDMADE DESIGNER BOUTIQUE PRODUCTS

AUTHORS:

V. Dhanalakshmi

Mentor

Dr. R. Rathidevi

Affiliation

Department of Management Studies,Mother Teresa Women’s University, Kodaikanal

DOI: 10.55041/ijsmt.v2i4.182

CC BY 4.0 License:

This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Abstract

The global retail landscape is undergoing a structural shift from mass-produced homogeneity toward the "identity-driven" appeal of handmade designer boutique products, fuelled by a consumer rejection of "fast-fashion" in favor of sustainability and personal expression. This study utilizes a mixed-methods approach including a survey of 65 urban consumers and market data from 2024 2026 to quantify the market potential of the artisanal sector and evaluate psychographic drivers like authenticity and heritage that influence premium purchasing. Preliminary findings reveal a strong "Value-Action" alignment among Gen Z and Millennials, with 68% preferring traceable, human-centric origins over mass-market alternatives, while the "Digital-Artisan Interface" has decoupled market potential from local geography through social commerce. Ultimately, the research identifies the "Scale-Authenticity Paradox" as a primary challenge and argues that the rise of the "Orange Economy" represents a permanent shift in consumer psychology, requiring boutiques to adopt "Phygital" strategies and transparent "Origin-Story" marketing to scale effectively without compromising artisanal integrity.

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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.

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