Lifestyle Fashion Brand Identity for Masstige by Using the Cultural Capital of Thai Song Dam, Phetchaburi Province

Abstract

The objective of this study was to create a brand identity for fashion lifestyle masstige goods using the cultural capital of a Thai ethnic group called Thai Song Dam of Phetchaburi Province. The method of the study was through a survey of 400 randomly selected participants. Cultural study of Thai Song Dam provided insights to construct a visual tool to portray their supernatural belief and its influence on apparel and fabric pattern designs. The visual tool was created from the interpretation of Shigenobu Kobayashi’s Image Scale Theory to classify the colors, fabric patterns, personality, and keywords. The information was analyzed and associated with the Brand Identity Prism by Jean-Noel Kapferer to establish guidelines in communicating brand identity and create a type of product to form the visuals. As a result, the brand identity from the Thai Song Dam culture of the supernatural was attractive and suitable for the masstige target market. It offered a beauty that is designed with the uniqueness of its material that was not heavily embellished. It provided feelings of humbleness, nature, and pureness. While on the surface, it delivered a natural elegance, and presented minimalistic, yet simultaneously detailed fashion products. The colors were easy on the eye, modern, natural, but still promoted being outstanding and independent, as were shown in the result of this study.