Sostenibilidad del sombrero de paja toquilla en ecuador: desafíos y oportunidades en el mercado.

Abstract

The toquilla straw hat is a symbol of Ecuadorian craftsmanship, recognized for its quality and tradition, with origins in the 17th century. It has been vital to local economies, especially during the boom in its exports in the 1940s, when It established itself as a luxury item in international markets. However, the industry faces several challenges, such as competition from cheaper products and the loss of skilled labor due to the migration of artisans. Furthermore, the lack of marketing strategies and the difficulty of differentiating authentic hats from imitations have affected its global positioning. This analysis focuses on the sustainability of the toquilla straw hat in Ecuador, with a focus on the main producing areas of Manabí and Azuay. Economic aspects are considered, such as the impact on the local economy and the need for effective marketing strategies.