A Product Development of Long Li Jok Textiles by Using Community’s Cultural Identities

Abstract

This qualitative research aimed to find the product and marketing development guidelines for Jok textile products by using the community’s cultural identities. A researcher worked with 20 weavers of the weaving group in Li District, Lamphun province by using a community-based participatory process. The data was collected by using brainstorming meetings, workshops, non-participant observation, and in-depth interviews. Then the concept of creative folklore was used to analyze the data. The research findings showed three guidelines for developing products that are 1) developing the body of the skirt’s structure by using Jok weaving technique 2) developing products by using the new structure developed fabric and 3) designing the new patterns of Jok textiles consisting 1) Basura (ebony) pattern; the main pattern of Tin Jok skirt 2) Mae Nam Sam Sai (three rivers) pattern; the decorative pattern of Tin Jok skirt and 3) Sangkhalok (chinaware) or Phai Lom Muang (a city surrounded by bamboo forest) pattern; another decorative pattern. The design of three patterns is inspired by various kinds of local cultural information such as a legend of Li ancient city, folk arts that appeared in antique chinaware excavated in Li District that the villagers believe are related to the legend of Princess Jamari, and a hundred-year-old ebony tree in the area that the villagers have always used since the past. Moreover, the cultural data of the community was also used to develop a story-telling and the infographic in the process of marketing development for Long Li Jok textiles.