Development of Mo Hom Clothing Products of Traditional Handmade Mo Hom Group at BoHaeo Sub-District, Mueang District, Lampang Province

Abstract

The objectives of this research were to develop Mo Hom clothing products with creative economic idea, study the marketing strategy and implant the conscience of conservation of local wisdom reflecting Lanna identity. This research received fund from Thailand Research Fund using the qualitative research method to develop Mo Hom clothing products together with the traditional handmade group using a participatory action research process. The methodology started from literature review, analysis the issues of marketing mix, small group discussion, field studies, developing the products with Lanna identity then applied in product designing to get knowledge transfer using the participatory action research with the community enterprise Phrae Mo Hom Clothing Group. Persons were developed in the dimensions of economic, social and environment to create symbols and apply in designing forms of shirts, bags, souvenirs and dolls as prototypes so the group gained knowledge, understanding, skills in product designing through JK-Weave and painting in accord with the consumer’s wants, created a Mo Hom brand as Lampang OTOP products. The results of change found the creation of group process, accepted in Bo Haeo community, supported by government, publicized in the website and multi-media, supported partly from Nation University in the campaign to wear local costume every Friday.