THE DESIGN AND DEVELOPMENT OF HAND-WOVEN FABRIC PRODUCTS USING THE IDENTITY OF COMMUNITIES IN THE NORTHEAST OF THAILAND

This qualitative study has three main goals. First, it gathers and reviews information and past research about the materials, production methods, design, and development of hand-woven fabrics in Northeastern Thailand. Second, it examines the region's unique identity and how it can be incorporated into fabric design and development. Third, it explores ways to design and develop hand-woven fabric products that reflect this local identity. The study focuses on hand-woven fabric entrepreneurs in Northeastern Thailand, with selected participants from Ubon Ratchathani and Amnat Charoen provinces. The results show that weaving in this region is a long-standing tradition with a strong cultural identity. Patterns are made using techniques such as continuous and discontinuous supplementary weft weaving, ikat, brocading, and plain weaving, alone or combined, to create a variety of unique designs. Design and development involve creating patterns based on local culture, promoting art and local identity, passing down traditional knowledge, and using technology and innovation in creative ways. The study highlights the importance of using local resources to improve the look, meaning, identity, and market value of products. Producers should consider four main factors: community resources, competitors, production abilities, and consumers or marketing. Local identity is divided into four types: natural environment, cultural heritage, craft knowledge, and beliefs or legends. Case studies of nine entrepreneurs who used natural environment themes identified five key points for product development: choosing the right techniques, making knowledge easy to share, using identity by choice, entrepreneur decision-making, and focusing on the market. Overall, satisfaction with the design and development results was very high (mean = 4.78).