The method of product creation from local cultural textile and brand development: based on the case study of the local textile entrepreneur in Nan province

Abstract

Thailand is greatly associated with a local cultural textile diversity spreading all
over the country which is a crucial factor in the tourism industry. Regarding the research
approach from the cultural textile business in Nan province, the local entrepreneurs are still
lack of know-how in branding and product development to alleviate the value of the local
cultural textile. This article is a part of academic research of “The development of textile
fashion and lifestyle products form Nan province’s cultural capital for creative tourism” This
article aims to narrate the method of branding and product development from the local
cultural textile of local entrepreneurs in Nan province throughout the case study of ‘Waraporn Mueangnan’ clothing shop. By applying the branding framework and creative design
for fashion products including brand analysis and positioning to find the best brand creation guidelines for perfectly fit to the needs of the target market