The Creation of Fashion Corporate Identity by Using Circular Design Concepts to Promote A Creative Economy Case Study: Textile Cultural Capital of Nyah-Kur Ethnic Group Thepsatit District Chaiyaphum Province

Abstract

This research is qualitative research combined with artistic creation. To create fashion brand identities (FBI) by circular design concept, Case study: textile cultural capital of NYAH-KUR ethnic group Thepsatit District Chaiyaphum province. The methods are described as follows: 1) Study-related theories, and 2) Data storage by key informants in an in-depth semi-structured oral history. Purposive Selection with experts in the textile culture capital NYAH-KUR ethnic group, 2 people, 3) Data collection from a group of design experts (brand identity design, fashion design, product design from cultural capital. using a closed-ended, structured questionnaire with the Delphi technique, 5 people, 2 sessions. 4) Data analysis to build a design strategy. 5) Prototype product creation, and 6) Verify data satisfaction from studying and summarizing, which found (1) Elements of the creation of FBI from textile cultural capital by using circular design concept consists of brand corporate identity creation, circular design principles, textile cultural capital, sustainable fashion consumer groups from cultural capital and product innovation and trends. (2) Guidelines for creation FBI from textile cultural capital by circular design concept consisting of (2.1) Brand personality: imaginative, contemporary and spiritual, (2.2) Design and material circulation and products, (2.3) Circular design strategy: Zero West, Reuse, Upcycle and Design for Longevity, (2.4) Guidelines for designing trademarks: letter marks, (2.5) Font system: San Serif, (2.6) Defining a color signature from traditional costume. And (2.7) Development of contemporary textile patterns with a combination of traditional patterns and applied patterns.