Community Innovation for the Development of Nan Woven Fabric Products Based on Cultural Identity and Local Wisdom toward Commercial Competitiveness

Abstract

This research aimed to: 1) enhance the design of Nan woven fabric patterns based on cultural identity and local wisdom; 2) develop Nan handwoven fabric products by extending local wisdom toward commercial competitiveness; and 3) develop marketing mechanisms for Nan handwoven fabric products to strengthen their commercial 
competitiveness. The study employed a research and development (R & D) approach. Data were collected through documentary research and field interviews with Nan traditional textile producers and local wisdom experts. The findings were synthesized to inform the design of contemporary patterns and the development of product prototypes. Consumer satisfaction with the prototypes was subsequently assessed using a sample of 100 consumers. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics.
The findings revealed that: 
1) Nan traditional woven fabrics constitute a significant cultural heritage reflecting the identity, ways of life, beliefs, and local wisdom of ethnic communities in Nan Province. Traditional patterns were classified into geometric, nature-inspired, and symbolic motifs, which provided a foundation for developing three groups of contemporary patterns: 
the Contemporary Nan River Pattern, the Whisper of Love Heart Pattern, and the Floral Pattern. 
2) The integration of traditional cultural identity with contemporary design concepts resulted in three groups of prototype products: fashion products, utility items and accessories, and home furnishings. Their development emphasized appropriate 
design, functionality, and value-based pricing. Consumer satisfaction with all groups of prototype products was at a high level. 
3) Appropriate marketing mechanisms consisted of identity-based product development, value-based pricing, expansion of both offline and online distribution channels, and communication of cultural values through storytelling and digital media. These mechanisms were integrated with the Four Bahvanas: Kaya-bhavana, emphasizing appropriate product development and resource utilization; Sila-bhavana, emphasizing morality and ethical practices in production and commerce; Citta-bhavana, emphasizing the creation of cultural value and community pride; and Paññ-bhavana, emphasizing learning, creativity, and market adaptability.
The findings indicate that integrating cultural identity, local wisdom, contemporary design, and the Four Bhavanas can add value to Nan woven fabric products while preserving their cultural significance and strengthening community capacity for 
sustainable commercial competitiveness.