Marketing Guidelines to over Size Clothing Business for Woman in Thailand

Abstract

The objectives of this research are twofold 1)To study the components of the market for plus-size women's clothing in Thailand and 2) To propose marketing strategies for the plus-size women's clothing business in Thailand. The research utilizes a combination of document analysis and semi-structured interviews with experts and experienced individuals in the plus-size women's clothing business, with a minimum of 5 years of experience. A total of 8 experts were interviewed. Data was analyzed by examining components and using variables with a frequency of more than half of the observed variables, resulting in a total of 35 variables out of a sample group of 500 individuals. The study identified 35 components for the marketing strategies of the plus-size women's clothing business in Thailand. These components were then condensed to 10 key components, which are as follows: : Beyond the expectation clothes, Incredible beauty clothes, Good Image clothes, Cool design clothes, Lifestyle clothes, Optimum design clothes, Tangibility clothes, Hit the target clothes, Eligibility form of clothes and Specify price of clothes. These 10 components, they collectively explain 70.535% of the marketing landscape for the plus-size women's clothing business in Thailand. These components have been developed into a marketing strategy called "BIG CLOTHES," aligning with the preferences and needs of the target consumer group.