Innovation in The Lifestyle Product Industry from Nan Province to International for Creative Tourism: Case Study of Rattanaporn Hmong Batik Store, Pua District, Nan Province

Abstract

This research aims to 1) study and analyze the textile cultural capital of Hmong ethnic groups in Pua District, Nan Province; 2) propose guidelines for developing innovation in the lifestyle product industry from the textile wisdom of the Hmong ethnic group to meet the lifestyle of Generation Y, who is the new target group, and 3) propose a new branding approach from Nan province to the global market for lifestyle product industry innovation of Rattanaporn Hmong Batik Store in Pua District, Nan Province. The research method was to collect data in field research in Pua District in Nan Province by interviewing 10 key informants and using a questionnaire to survey the opinions of Generation Y. The three sets of research results are as the followings. The first set was to know the traditional Hmong textile wisdom profoundly and use it as design elements in the creative parts of this study. The second set was composed of the results of interviews with key informants, the analysis results and opinion poll results of Generation Y, the development of new pattern design based on the wisdom of the Hmong ethnic group, and creative lifestyle product designs. Finally, the third set was the SWOT analysis and the marketing mix specification of Rattanaporn Hmong Batik Store. Then the researcher used these analysis results to create a new brand named ‘Mon Kram’ and designed its logo. The summary of this research is the use of digital printing methods, which is considered an innovation in the lifestyle product industry to help extend the traditional wisdom of the Hmong ethnic group by expanding the production power from the household level up to local industry. This has a positive effect on the expansion of production capacity, which can help to support the needs of the commercial market rightly.