Macrame technique in clothing design and social media marketing strategies

This study focuses on examining the use of macrame, a traditional handicraft, as a means of expression in contemporary clothing design and on evaluating the processes of promoting and marketing these designs through social media. In the design practices, ready-to-wear garments were reshaped with macrame details. The macrame applications, which added an aesthetic dimension to the garments, became remarkable elements that created distinctiveness in fashion. The aim of this research is to explore how these handmade designs are represented in digital environments, how they are perceived by users, and how the visual appearance created by social media affects the relationship between aesthetic appreciation and purchase intention. The designs were shared in the Instagram Reels format with the goal of reaching large audiences in a short time, and were evaluated through analyses of likes, comments, and view counts. A mixed-methods research approach was adopted; engagement data obtained from social media Reels were interpreted, and meta-statistics were evaluated. The findings reveal that users show a high level of interest in handcrafted and unique designs. Social media, by making this interest visible, provides designers with an effective marketing tool. Garments redesigned with the macrame technique have strengthened brand identity by incorporating individuality and emotional connection. In a period when handicrafts are being repositioned within the contemporary fashion world, this study demonstrates how creative production practices can be supported through digital marketing and how they can be transformed into high interaction potential on social media.