Direction for Creating Fashion and Lifestyle Brands for the “Mini Bar” Market: The Creation of a Ready-to-Wear Brand for the “Mini Fashion Bar” Market in Thailand

Abstract

               Nowadays (2017), the fashion market in Thailand has become highly concentrated, due to the limited size of the marketplace and the increasing number of players. This research aims to introduce a establish guidelines for the Thai mini bar market. Studies and research were conducted to obtained primary and secondary data on the original “mini fashion bar” business model of PIMKIE a French fashion brand and on the Thai regional architecture, painting, and handicraft. Other factors such as sales of products in boutique hotels, fashion marketing, fashion trends, and sample products from Thai competitor brands, were also analyzed. Qualitative research was conducted on marketplace using observation, recording, and in-depth interviews with boutique hotel owners, product management professionals, fashion industry experts, and fashion designers. In addition, quantitative research was conducted using consumer interviews to identify a target group and their preference on fashion and lifestyle products. Findings suggest that the target group for the “mini fashion bar” is smart and elegant women aged 36-49. They are interested in mini fashion bar products priced from 1,000-5,000 baht. An important characteristic of the “mini fashion bar” system is the classifications of basic wear and signature wear which are unique in different hotel locations. The type of attire sold in boutique hotels in Bangkok are Casual Party wear, in downtown areas Casual Business wear, and in touristic areas Resort wear. The “mini fashion bar” products are designed to be easily packable for traveling and adaptable to any personal style. Factors that attribute to the design are silhouettes, technical details, colors, and materials, which are unique in different regions in Thailand. In order to achieve “mini fashion bar” product prototypes that are most suitable for the target group, EDFR or Ethnographic Delphi Futures Research was performed by a committee of professionals and research evaluation was obtained from the target group.