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A Model for Generating a Lifestyle Fashion Brand from Cultural Capital for Generation Asia in Bangkok, Thailand

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The emerging group of Asian consumers with high purchasing power is known as Generation Asia. This study proposes guidelines for creating and designing lifestyle fashion brands from cultural capital for Generation Asia consumers. The model can make a significant contribution to the creation of lifestyle fashion brands to meet consumer fashion demands. This study concludes that model guidelines consist of four complementary components: 1. Consumers; 2. Trends; 3. Culture; and 4. Innovation. When all these components are combined, the resulting brand image is congruent with the fashion style and personality of Generation Asia consumers.
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Keywords: Generation Asia; cultural capital; fashion; fashion lifestyle brands; innovation

Document Type: Research Article

Affiliations: Faculty of Fine and Applied Arts, Chulalongkorn University, Bangkok, Thailand

Publication date: March 4, 2019

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