The Symbolic Meaning of Embroidered Textiles of the Akha Ethnic to Create a Marketing Communication Strategy

Abstract

This research aims to study the marketing situation, characteristics of patterns and semiotic meanings, and strategic approaches to marketing communication of Akha ethnic embroidered textiles. A qualitative research method was used, involving in-depth interviews, participatory observation, and content analysis. The findings on the marketing situation reveal strengths such as unique patterns, organized accounting, systematic management according to store structures, and personnel management or learning from the younger generation. Weaknesses include overlapping roles of members, delays in embroidery production, and the inability to expand the business. Opportunities include policies promoting Lanna-style clothing, participation in various ceremonies, the growing trend of Thai fabric fashion, and currently no evident conflicts among stakeholders. Obstacles include competing ethnic products with lower prices, machine weaving, and competition from neighboring countries. The characteristics of the embroidery patterns are divided into three groups: basic patterns, traditional patterns, and modern adaptations. Semiotic meanings are primarily conveyed through implicit messages, requiring deep cultural interpretation. The prominent symbols are beliefs in life’s fertility and protection from evil forces. As for the marketing communication strategy, the community should recognize the value of unique cultural patterns, enhance practical training workshops to foster the creation of new products, analyze marketing, and develop ethnic marketing communicators who can create appropriate messages across various formats suitable for digital and on-ground marketing channels targeting specific audiences.