FASHION DESIGN GUIDELINES FOR EXPORTING LEATHER GOODS TO JAPAN THE CREATION OF THAI HANDICRAFT IDENTITY IN THE AVANT-GARDE POSTMODERN STYLE

Abstract

     Because the fashion industry in the global market is highly competitive in terms of product appearance, for exporting these to Japan needs to be developed to enhance the international image. This research has established a concept in creating a framework for designing fashion leather goods that reflects Thai identity that suits the targeted by customer presenting of 2 main concepts that accord with the Japanese lifestyle through combining the Thai identity that can be found in bamboo wickerwork handicraft with the artistic and design concept of the Avant-Garde style of the Post-Modernist period. The research was conducted through the study of primary and secondary sources, involved with the analysis of the relevant factors. The research methodology was both qualitative, in the form of exploring and in-depth interviewing specialists in each field, and quantitative, through the use of a questionnaire distributed to Japanese women, aged 20 to 45 years of age. The study found that the identity of bamboo wickerwork handicraft consists of the following design elements as forms, structure, color, pattern and materials. The Post-Modernist Avant-Garde concept aims at the following creative elements as forms, technique, materials and the interpretation. In order to achieve the form of exported fashion leather goods which is the most in line with the demand for the targeted customer, the researcher relied on the EDFR futuristic research technique, with specialists judging the merchandise images. The results of this research have led to the creation of exporting leather goods, which have been summarized in terms of design elements such as forms, colors, details, materials and developed into the uniquely prototype collections that are innovative from the unique culture of the capital to increase export revenue.