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Strengthening Thailand’s Fashion Identity in a Global Market
As the global fashion landscape becomes increasingly competitive, Thailand is facing growing challenges from the influx of foreign fashion and beauty products. In response, the National Soft Power Development Subcommittee for Fashion has called on all industry stakeholders to focus on creating a distinct Thai brand that can stand out in an overcrowded market.
Achara Umpujh, chairwoman of the subcommittee, highlighted that China, Japan, and South Korea have long dominated the fashion sector, making it harder for Thai brands to gain traction internationally. She noted that while Thailand was once a significant player in the global fashion industry, its competitors have steadily increased their market share over the years.
The current state of the global fashion market, which is saturated with goods from various regions, makes differentiation more crucial than ever. According to Achara, Thai fashion must establish a clear identity and brand essence that resonates with international consumers. This involves not only showcasing unique design elements but also communicating a strong cultural narrative that reflects Thailand’s heritage and modernity.
Achara emphasized the need for government support in elevating the branding of Thai fashion products and enhancing value across the entire supply chain. She pointed out that many foreign consumers may not fully understand or appreciate the nuances of Thai fashion. To address this, she urged a rethinking of the direction of Thai fashion to better position it on the global stage.
With Thailand being a popular destination for international tourists, Achara sees this as a valuable opportunity to promote the country’s fashion soft power. She believes that by leveraging the tourism industry, Thai fashion can reach a broader audience and gain greater recognition.
“All stakeholders should work together to create a unique and recognisable Thai brand,” said Achara. “It’s not just about producing brilliant designers or artists; we need a clear direction for communicating our identity globally.”
She further encouraged the government to take a more active role by supporting fashion producers and associations in identifying what makes Thai products unique. This includes developing comprehensive branding strategies and communication plans that effectively convey the essence of Thai fashion to the world.
Achara stressed the importance of becoming trendsetters rather than followers in the global fashion scene. She believes that by setting new trends, Thai fashion can carve out a distinct space in the market and attract international attention.
Despite the challenges, Achara remains optimistic about the potential of the Thai fashion industry. She expressed confidence in the resilience and creativity of the Thai people, emphasizing that building a strong brand is a long-term effort that requires patience and dedication.
Her message is clear: the time has come for Thailand to redefine its approach to fashion and reclaim its place on the global stage. By focusing on differentiation, branding, and collaboration, the industry can overcome current obstacles and emerge stronger in the years to come.
