Strategic development And Marketing chanel of traditional woven fabric products in Nan Province to the creative economy of the textile community enterprise in Nan Province

Abstract

This study aims to 1) examine the identity, pattern, and story of Nan
Province’s traditional woven fabric, 2) examine consumer behavior and marketing of
products based on them, 3) develop strategy and channel for marketing of products
based on Nan Province’s traditional woven fabric into creative economy. This study
used mixed method research and found that.
On identity, pattern, and story of Nan Province’s traditional woven
fabric, it was found that woven fabric clothing reflected the local lifestyle of Nan
through the identity of woven fabric, which was woven from cotton and dyed with
traditional wisdom. The most popular traditional fabric of Nan is sarong or pasin,
which was reputed for beauty, strong identity, high-quality workmanship, diverse
structure, and pattern (imitating natural and mathematical patterns) and emphasis on
pattern design through various weaving techniques, which required high degree of
patience and detail.
On consumer behavior and marketing of products based on Nan
Province’s traditional woven fabric, it was found that consumer groups i.e., tourists,
usually purchased clothing (Pasin/sarong/traditional shirt). The best-known
ancient/traditional pasin of Nan Province was lai am lai (flowing water pattern). The
consumers usually purchased ancient/traditional pasin of Nan Province because of
personal preferences, and price was an important factor in whether they would
purchase the product. Regarding the marketing mix, it was found that the current
marketing mix for decision to purchase ancient/traditional woven fabric product of
Nan Province, overall, had price as the most important factor. Regarding desirable
conditions for the overall marketing mix, “Place” or sale channel had the highest
rating.
On strategy and channel for marketing of products based on Nan
Province’s traditional woven fabric into creative economy, it was found that the
product strategy of Nan Province’s traditional woven fabric product had distinction in
being handmade and use of local material (local cotton), but modern concepts
would be needed to develop products further. Regarding price strategy, it followed
three aspects 1) pricing based on cost, 2) pricing based on popularity, 3) pricing based
on pattern and quality. Place strategy needs more diverse sales channel to gain
competitive edge over competitors in modern times. Promotion strategy could be
done through regular customers in the province and tourists, like making catalogs for
them. Online marketing could be used to increase sales and opportunities because of
modern popularity of online sales channel, and its convenience, accessibility and low
cost.