New Identity Design of Ban Na Bua Tin Sarong Fabric into Fashion Clothing Products with Cultural Capital Base

Abstract

     This research aimed to study the guidelines for designing and developing a new identity for Ban Na Bua tin-sin fabrics into fashion apparel products based on cultural capital, in order to meet the consumption needs of the new generation (Gen Y). The study began by using interview tools with Ban Na Bua weaving groups and local wisdom keepers and employed questionnaires to investigate satisfaction among the target consumers in Generation Y (Gen Y). The research applied the Design Thinking process in combination with Focus Group discussions, emphasizing community participation in enhancing and further developing local wisdom. The findings of the study are as follows: 1) The utilization patterns of tin-sin fabrics produced by the Ban Na Bua weaving group, located in Khok Hin Hae Subdistrict, Renu Nakhon District, Nakhon Phanom Province, for the development of contemporary products alongside the preservation of local wisdom, reveal that Ban Na Bua possesses traditional weaving knowledge passed down through generations. The identity of the group is embodied in its tin-sin fabrics, which are mostly used as decorative elements on products such as bags and garments, often combined with plain-colored fabrics. The fabrics are typically woven from synthetic fibers using the “yok” or “khit” pattern-lifting technique. The patterns on the fabrics are generally geometric in shape, most often in tones of blue, red, and black. However, the most popular motifs are predominantly square in form. The fabric width tends to be narrow, which limits its applications. At present, it has been found that tin-sin fabrics in this traditional form are not popular among the younger generation of consumers, resulting in the Ban Na Bua weaving group being unable to sell their products as desired; 2) The creation of new design of the identity of Ban Na Bua tin-sin fabrics, located in Khok Hin Hae Subdistrict, Renu Nakhon District, Nakhon Phanom Province, into fashion apparel products based on cultural capital to suit Generation Y (Gen Y) consumers, found that the cultural capital, local wisdom, and place-based history could be applied to create a new, contemporary identity that meets the needs of modern consumers. Using the Design Thinking process, this approach can generate income for the Ban Na Bua weaving group and promote sustainable income distribution within the community. Prototype lifestyle fashion products include clothing and apparel; and 3) The evaluation of Generation Y (Gen Y) consumers’ satisfaction with fashion apparel products made from Ban Na Bua tin-sin fabrics in Khok Hin Hae Subdistrict, Renu Nakhon District, Nakhon Phanom Province, revealed two key aspects. First, in terms of design and aesthetic appeal, the lifestyle fashion products created through the redesign of the tin-sin identity based on cultural capital were found to be distinctive and modern, well-suited to the lifestyle of the target group (x̄ = 4.52, highest level of appropriateness). The products offered diverse styles with greater functional utility (x̄ = 4.33, very appropriate), presented contemporary designs that brought novelty to the woven fabrics (x̄ = 4.39, very appropriate), and could be used for various occasions (x̄ = 4.54, highest level of appropriateness). Overall, this aspect achieved a mean score of x̄ = 4.44, rated as very appropriate. Second, regarding pattern structure and color, the woven patterns reflected Ban Na Bua’s new identity with a simple (minimal) yet contemporary style (x̄ = 4.60, highest level of appropriateness), while the colorways were attractive and well-suited to younger consumers (x̄ = 4.55, highest level of appropriateness). This aspect achieved an overall mean score of x̄ = 4.57, also rated at the highest level of appropriateness.