This research aims to 1) analyze the SMEs 4.0 market management factors for Thai clothing brands among generation Y 2) to study personal factors affecting the SMEs 4.0 market management for Thai clothing brands among generation Y and 3) to generate the SMEs 4.0 market management model for Thai clothing brands among generation Y. This study uses qualitative and quantitative research methods. In-depth interviews served as a qualitative data collection methodology. Seventeen participants were grouped into experts stores managers and specialist contemporary Thai clothing brands. For the quantitative data collection methodology the researcher used questionnaires with a specific group of 430 Generation Y male and female participants who used to purchase or frequently purchase Thai clothing brands. To analyze data percentage mean and multiple classification analysis with a statistically significant level at 0.05 the researcher used G*power. Furthermore it was analyzed if the results were consistent with the qualitative data. The research results show that market management factors significantly relate to Thai clothing brand customers’ purchasing behaviors. These factors include purchasing rationale factor purchasing motivation factor brand management factor and demand management factor. The research findings link to the best practices in the market management model both online and offline markets and sustainable development in 5.0 society including 1) a rapid technology replacement 2) adding creative value to the society 3) natural harmonization management and 4) sustainable development.

Thailand is one of the few countries in the world that provides the whole value chain of the textile industry with over 4700 local textile producers and 800000 to one million workers making this industry the second-most important employment sector. In 2016 the industry’s export revenue was valued at almost USD 7 billion contributing to over 3% of total exports. The Association of Southeast Asian Nations (ASEAN) is the biggest international market for Thailand clothing export (23%) and expected to become the worlds fourth largest market by 2030. However Thai cloth entrepreneurs are facing major problems that demand attention including labour costs new design and product development and in particular online marketing. The Thai fashion and textile industries should define a clear strategic move through integrating textile with fashion with a view “toward sustainable creative industries with strong soft power”. The purpose of this study is to analyse competitiveness of Thai cloth entrepreneurs in relation to online management and integrated marketing communications (IMC) in the ASEAN market. The research instrument involves a descriptive cross-sectional mixed-method study in Thailand. For quantitative data 60 cloth entrepreneurs are invited to complete a questionnaire before and after our “online management and IMC” training programme and a qualitative in-depth interview study is conducted with 10 cloth entrepreneurs. The 2017 survey returned 100% participation with general agreement that a website and Facebook are the most important IMC tools for online marketing in the ASEAN market. Before training the participants had knowledge and skills regarding the ASEAN Free Trade Area (AFTA) online communication and social media tools in intermediate level while they had less knowledge and skills concerning social media web design and online gallery. After training the statistics show an increase in entrepreneurs’ level for all knowledge and skills. Furthermore the findings from in-depth interviews show that with regard to entrepreneurial competitiveness in relation to the ability of online management and IMC there is a requirement for further training and government support. In addition the 10 cloth entrepreneurs agree that time management and quality of product and service control are very important for online business.

Developing women’s clothing design from marigold-dyed linen. The objectives of the project were : 1) to study about linen dying technique with marigold with various kinds of mordant 2) to design and develop women’s clothing from marigold-dyed linen 3) to study the satisfaction of representative samples for the women’s clothing design from marigold-dyed linen. Using simple random sampling method analyzing the data with statistics percentage mean and deviation standard. The sample groups are selected from working women in Dusit District Suan Chitlada Subdistrict and students from Rajamangala University of Technology Phra Nakhon in total 100 participants. Research instruments are questionnaire and 2 women’s clothing prototypes one was dyed with natural mordant and the other chemical mordant. The results indicated that most of the samples aged from 25 and above single graduated with bachelor degree are general office workers and students and earn less than 15000 baht. The result also revealed the satisfaction for the women’s clothing design from marigold-dyed linen a design which was dyed with both natural and chemical mordant. The participants are satisfied with the modern design suited for working age and very useful at a high level with means of 4.07 and 4.05 natural and chemical mordant respectively. Considering the overall result the participant tended to be satisfied with natural mordant dyed dress more with a mean of 4.07

The research on development of pattern of cotton by using weaving technique in type of Mudmee fabric for metrosexual menswear by method of cutting and connecting has the objectives to : 1) develop pattern of cotton by using weaving technique in type of Mudmee fabric; 2) design of metrosexual menswear by using cutting and connecting from developed Mudmee cotton; 3) design the brand and packaging product to increase product value; 4) survey satisfaction of target group. The researcher studied by using Art Nouveau concept and by designing the cotton pattern by using Mudmee weaving technique numbering three patterns binding to make pattern woven to be fabric in order to make menswear in metrosexual style by using the method of cutting and connecting prototype consisting of one set of vest two sets of suits and two sets of overcoats as well as designing of brand numbering five types at the same time The researcher designed packaging product in five types using in surveying satisfaction of target group of thirty persons: Designer Merchandiser Graphic designer Visual merchandiser and person having fabric weaving experience by method of purposive sampling analyzing data by using statistics percentage mean and standard deviation. The study result was found that most respondents were female aged 36-40 years single status most have taste of female gender having income of 45001 Baht onwards. The educational level was Bachelor Degree. Respondents previously bought and used products and accessories for clothes from Mudmee cotton. The types selected to buy the most were vests bags and shawls respectively. The occasions in wearing the most of all were important festivals selecting to buy clothes and accessories for clothes from cotton by using Mudmee weaving technique in each occasion price 500-1000 Baht per one piece. Most persons participating in deciding to buy were friends. The sets of clothes for the groups wishing to design in sets of woman clothes. The result of satisfaction analysis of target group towards development of cotton pattern by using Mudmee weaving technique for metrosexual menswear by using cutting and connecting method it was found that target group had satisfaction in much level ( x= 4.16). The result of satisfaction analysis of target group towards design of metrosexual menswear by using cutting and connecting method it was found that target group had satisfaction towards the clothes in every type in much level (x= 4.26). The type which had mean of the highest satisfaction in the three first types including suit in type No.3 (x = 4.31); the second was vest type No.1 (x= 4.29) and overcoat type No.4 (x= 4.27). The result of satisfaction analysis towards format of brand and packaging product it was found that target group had satisfaction in much level having x= 4.23 and 4.30 respectively.

This research on the “The design and development of Quick-Dry finishing applied to Muslimah clothes” had the objective to create knowledge in the development of Muslim women’s clothing with the emphasis on religious benefits. Likewise this research aimed to solve the problems of dampness after ablution which is the daily routine of Muslim people in order to provide clothing that are suitable for wearing while retaining the aesthetic elements according to the doctrine of Islamic religion. The prototype of Muslim women’s clothing with a quick dry finish had been prepared for religious benefits. Moreover the guideline for the production of a new form of clothing had been developed to enter the AEC market in order to correspond to the government’s policy on economic development. The research process consisted of 9 steps as follows: 1) review related theories and literature; 2) conduct questionnaire to collect preliminary data and draw conclusions; 3) design 15 Muslim women’s dresses to reduce the dampness after ablution; 4) select 4 dresses to be used as prototypes; 5) conduct experiments on the sample group while they were performing ablution; 6) collect data from the satisfaction survey; 7) evaluate the obtained data; 8) analyze the obtained data; and 9) conclude and discuss the research findings. After selecting the prototypes that are appropriate to this research it is evident that all selected prototypes were black in color with a similar design to Abaya dress due to its classic look. The majority of the sample stated that they adhered to the culture of the Middle East which is the origin of Islamic religion. All of the prototypes used Ponte de Roma knit but were composed of four different types of fabric: C40 TK45 Micro27/72 and CVC40. The prototypes were tested according to Fabric Test standards. All types of fabric were compared in terms of their finishing properties: no finishing and quick dry finish. The results indicated that the color resistance to washing had decreased for C40 TK45 and Micro75/72 fabrics while improved for CVC40 fabric. Meanwhile the color resistance to sunlight had decreased for C40 fabric while improved for TK45 and Micro75/72 fabrics and remained unchanged for CVC40 fabric. Moreover the color resistance to sweat and water had decreased for C40 TK45 and Micro75/72 fabrics while improved for CVC40 fabric. In addition fabrics with the composition of synthetic fibers had a better moisture management than fabrics with the composition of natural fibers. Meanwhile the drying rates of C40 TK45 and Micro75/72 fabrics increased by 26-28% when compared to fabrics of the same types but without a quick dry finish as opposed to CVC40 fabric that reduced by 11%. The most prototype popular was number 4 which was suitable for all factors.