Figure 1
The framework shows three columns labeled initial codes, categories, and main themes connected by arrows. Initial codes include items numbered 1 to 74 such as local production, artisan production, transmission of skills, handmade traditions, handcrafted products, primary materials, designers, selection of materials, wool and cotton, regenerated fibres, recycled materials, certifications, careful selection of products, conscious brands, collaboration with designers, territorial identity, capsule collections, creativity, district of Prato, artisanal practices, timeless garments, products made to last, durability, long lasting products, garments handed down through generations, shop, concept store, creative environment, location, physical store, online channels, virtual and digital platforms, online magazines, connections with consumers, sharing emotions, history behind creations, giving advice and informing, sustainability projects and charity initiatives, recycled packaging, recyclable materials, certified cardboard packaging, plastic free materials, reusable packaging, making consumers aware, generating knowledge, setting trends, guiding the market, exciting consumers, creating live feeds, sewing classes, sharing real feelings, sharing product history, consumer participation, brand ambassadors, recommendations from friends, transparency, supplier information, loyalty programs, initiatives, likes, comments, shared values, willingness to listen, and understanding consumer problems. These codes are grouped into categories craftsmanship, quality, authenticity, durability, store, websites, social media, projects and events, packaging, awareness, excitement, word of mouth, trust, community, and brands advocacy. The categories are further grouped into three main themes labeled communication content, communication channels, and outcomes of consumers brand engagement. Craftsmanship, quality, authenticity, and durability contribute to communication content. Store, websites, social media, projects and events, and packaging contribute to communication channels. Awareness, excitement, word of mouth, trust, community, and brands advocacy contribute to outcomes of consumers brand engagement.Coding process