A Model for Generating a Lifestyle Fashion Brand from Cultural Capital for Generation Asia in Bangkok, Thailand. (4th March 2019)

• Record Type: Journal Article
• Authors: Arunyanart, Siwaree; Utiswannakul, Patcha
• Is Part Of: Design journal. Volume 22:Number 2(2019)
• Page Start: 125
• Page End: 142
• Publication Date: 2019-03-04
• Subjects: fashion -- fashion lifestyle brands -- innovation -- cultural capital -- Generation Asia; Design -- Periodicals; 745.05
• DOI: 10.1080/14606925.2019.1571693
• Languages: English
• ISSNs: 1756-3062

Abstract

Abstract: The emerging group of Asian consumers with high purchasing power is known as Generation Asia. This study proposes guidelines for creating and designing lifestyle fashion brands from cultural capital for Generation Asia consumers. The model can make a significant contribution to the creation of lifestyle fashion brands to meet consumer fashion demands. This study concludes that model guidelines consist of four complementary components: 1. Consumers; 2. Trends; 3. Culture; and 4. Innovation. When all these components are combined, the resulting brand image is congruent with the fashion style and personality of Generation Asia consumers.