FASHION COLLECTION DESIGN FROM CULTURAL HERITAGE TO PROMOTE CREATIVE TOURISM: A CASE STUDY OF FAI NGEN SHOP, MUEANG DISTRICT, NAN PROVINCE

Abstract

Background and Objectives: Creative tourism encourages visitors to engage in meaningful cultural exchanges and explore local environments through hands-on experiences with local communities or cultural bearers.  This research project aims to: (1) analyze strategies for developing a new brand image for textile products, using the case study of Fai-Ngern textile shop in Mueang District, Nan Province, and (2) design a fashion collection based on cultural capital to promote creative tourism.

Methods: This qualitative study collected data from local textile entrepreneurs (Fai-Ngern shop) through questionnaires to assess brand image development, analyze market competitors, and identify a new target demographic. The creative process included the design of fashion prototypes using patterns and clothing styles from the case study, combined with trend forecasting insights from the WGSN database. This process informed the creation of inspiration boards and collection development aligned with the business context, including analysis of silhouette, color, materials, details, and mood and tone.

Key Findings: The study found that (1) the new brand image aligns with the lifestyle and preferences of Generation Y tourists, particularly for semi-casual occasions, allowing them to express their personal identity through social media; and (2) the final outputs include 16 fashion design looks, 8 of which were developed into physical garments, and 4 newly designed textile patterns.

Implications of the Study: This research highlights the potential of integrating cultural capital into fashion product development to support experiential and culturally engaged tourism. Through fashion, consumers—especially those from Generation Y—can participate in indirect cultural learning, linking personal lifestyle with local artistic heritage. Purchasing fashion items at the Fai-Ngern shop becomes not only a commercial act but also a medium of exchange and understanding between tourists and the local community.

Conclusions and Future Study: The findings suggest that culturally grounded fashion design, supported by expert collaboration, can effectively create a strong and marketable brand identity. The Fai-Ngern case study demonstrates both creative and cultural readiness for contemporary product development and serves as a replicable model for similar local contexts. Future research may explore co-design strategies and develop educational tools to empower local entrepreneurs and sustainably advance the creative economy.