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Factors driving fashion design industry: Key success factors of Thai designers’ brands

Author

Listed:
  • Pattaresa Neawnan

    (Chiang Mai University)

  • Komsan Suriya

    (Chiang Mai University)

Abstract

This study investigates key success factors that drive the fashion design industry in Thailand. It emphasizes only Thai designers and their brands. It measures the success of each brand by numbers of domestic and international branches, and numbers of given “like” in Facebook. It found that the linkages between the brands and popular movie stars, the advertisement in world class fashion magazine, and window display in department stores are three key success factors. Successful designers need not to be persons in hi-society. The fashion design industry opens to everyone who has design skills and creativity.

Suggested Citation

  • Pattaresa Neawnan & Komsan Suriya, 2012. "Factors driving fashion design industry: Key success factors of Thai designers’ brands," The Empirical Econometrics and Quantitative Economics Letters, Faculty of Economics, Chiang Mai University, vol. 1(2), pages 71-80, June.
    • Handle: RePEc:chi:journl:v:1:y:2012:i:2:p:71-80
    as

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    References listed on IDEAS

    as
    1. Rik Wenting & Koen Frenken, 2011. "Firm entry and institutional lock-in: an organizational ecology analysis of the global fashion design industry," Industrial and Corporate Change, Oxford University Press, vol. 20(4), pages 1031-1048, August.
    2. Rajagopal, 2010. "Consumer Culture and Purchase Intentions towards Fashion Apparel," Marketing Working Papers 2010-01-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    3. Komsan Suriya, 2013. "Econometrics for experimental economics," The Empirical Econometrics and Quantitative Economics Letters, Faculty of Economics, Chiang Mai University, vol. 2(3), pages 37-40, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Fashion design; Thai designer; Thai brand; Key success factor; Economics of fashion;
    All these keywords.

    JEL classification:

    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • O12 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Microeconomic Analyses of Economic Development
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives

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