THE ROLE OF INTERNATIONAL FASHION TREND IN THE CREATION OF FASHION BRAND IDENTITY FROM CULTURAL CAPITAL (CASE STUDY: CULTURAL TEXTILE IN NAN PROVINCE)

Abstract

Fashion trends have been existing in the fashion industry for a long period of time and have been developing through times according to the changing of economics, society, communications, and cultures. Nowadays, there are many fashion brands arising from the concept of integrating the cultural capital of indigenous textile with international fashion styles to present their fashion brand identity. This research aims to explore the role of international fashion trends in the development of brand identity from the cultural capital. The research found that (1) the cultural capital can be used to build a fashion brand identity in terms of core identity according to the design elements in fashion concept such as (a) vertical rectangle silhouette, (b) dull, vivid, and multicolor schemes, (c) synthetic yarn, natural cotton, and natural silk, (d) Namlai pattern, tapestry weave, khit, and jok technique, and (e) gentle calm fun mood. (2) International fashion trend affects the development of fashion brand from cultural capital in terms of extended identity which can be divided into 3 different consumer types such as (1) Feminine/ Craft/ Natural, (2) Modern/ Futuristic/ Innovative, and (3) Provocative/ Young/ Dynamic.