Creativity in the Dyeing of Raw Materials: Coloring and Completion of Pile Yarns of Iranian Handmade Carpets with SWOT Analysis

Handmade carpets, whose design, pattern, colors, and textile structure express Iranian artistic identity and culture, are also considered a strategic economic product for job creation and currency exchange. The purpose of this research is to study and understand the strengths and opportunities in the use of dyes and appropriate and green dyeing methods in the preparation of raw materials, color scheme, and composition and to identify and analyze the weaknesses and threats due to the poor quality of the visual appearance in the Iranian handmade carpet trade and providing creative strategies to increase its competitiveness, sales, and export. The analytical process of SWOT matrix analysis was used to maximize strengths and opportunities and minimize weaknesses and threats. The data collection tool was a questionnaire completed using the Delphi method in a statistical community of 46 related experts, and their data were analyzed. The results indicate the necessity of following the conservative strategy of preserving and maintaining the strengths and taking advantage of the opportunities for the development of the business of this product in today's market conditions. Among the creative strategies for developing this product is branding and using the knowledge of modern marketing and e-commerce with the key points of the green product and, of course, the guarantee of its appearance quality and longevity.