A STUDY OF CONTEMPORARY WOMEN’S CLOTHING DESIGN BY REFERENCE TO IDENTITIES REPRESENTED IN THAI PHRA RAJANIYOM DRESSES

Abstract

This research aims (1) to study the lifestyle, behavior, and fashion needs of consumers toward contemporary costume design by using the identity of Thai royal dress. (2) to study the design guidelines for contemporary women's apparel by using the identity of Thai royal dress , and (3) to create a model suitable for choosing the identity of Thai royal dress to suit contemporary women's costume design. The population used in this study is the “Generation Asia” consumer in Thailand. The qualitative research sample are 24 female consumers aged 18-35 years. Research tools include: group discussion (focus group) and statistical questionnaire were used. Analysis of percentage statistics in comparative data analysis by data transformation for classification. The  research found that it can divide consumers by lifestyle modes. Fashion needs 4 groups the result is 3 types of dimensions; 1) fashion demand behavior 2) consumer living background and 3) design elements. The research found that there are four attitude categories of consumer in Thailand; 1) Urban/ Modern/ Future Technology 2) Urban/ Retro/ Traditional Contemporary 3) Urban/ Simple/ Natural 4) Urban/ Bohemian/ Adventure.  It is linked to the aesthetics of the elements of design, including the shape, texture, decoration, color, material, and printing. In line with the lifestyle, Those attitudes express their behavior and fashion needs of the “Generation of Asia” consumers in Thailand.