Development of Souvenir Product from Hill Tribe Textile Embroidered Craft Fabric to Enhance Marketing Channels for The Embroidery Groups of Ban Khlong Toei, Khlong Lan, Kamphaeng Phet Province

Abstract

          This research aims to 1) study conditions, problems, and development requirements of souvenir products from hill tribe textile embroidered craft fabric of the Mien. 2) To develop embroidered souvenir products and To evaluate the embroidered souvenir products. 3) To study the effects on the hill tribe of Ban Khlong Toei, Khlong Lan, Kamphaeng Phet Province. This study used qualitative research and participatory action research methods. Data were collected from 25 members of the Ban Khlong Toei embroidery group, the experts of embroidery, academician of embroidery product design, and marketing scholar. Analyze data by using the content analysis technique.

         The findings were that: 1) The Mien women spend their free time on embroidering along the wisdom transmitted from the previous generation to the current generation. The purpose of embroidery was to use as a garment and to sell to tribal cultural tourists who visited the village. The problems of selling embroidered fabric as a cloth, it was relatively high-priced, and customers have to bring them to the tailor shop to get a ready-made garment. The Mien embroidery group is required to develop an embroidered fabric from canvas cloth into a productive embroidered souvenir for distribution purposes. 2) Embroidered souvenir products were included a wallet, shoulder bag, tote bag, key pouch, embroidered robes, and embroidered earrings.  Evaluation results of embroidered souvenirs of hill tribe embroidery group of Ban Khlong Toei, Khlong Lan, Kamphaeng Phet Province revealed that the embroidered souvenir products made with a combination of striking colors. Able to use for any purpose, and there were product designs and patterns that represent the Mien identity. and 3) The Mien hill tribe community spent their free time productively by producing embroidered souvenir that increased revenue. There were distribution channels at trade fairs arranged by the government and private agencies for bringing their unique products to distribute.