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在泰國創立無性別、雙性化的時尚品牌

為了解決Trickle-up fashion的問題，作者林福成 這樣論述：

The androgynous style is growing over the past decades. It is the style which exists since the 1960s when the teenager of that time which is called ‘youthquake’ broke the rules of traditional menswear and womenswear as a sign of individually. But the popularity of the androgynous style in Thailand

were remain unclear and unidentified. This study aims to investigate the androgynous fashion trend in Thailand and attitude toward this style. To investigate androgynous fashion trends in Thailand and attitude toward this style. It explores and understanding about androgynous style and finding a def

inition of androgynous style in Thai. In this context, androgynous fashion is defined as the style of wearing opposite-sex garments on the body. The term is not like fully cross dress but can be described as a semi-cross dressA qualitative approach was used for this research by conducting an online

interview with Thai respondents from the fashion industry, to find the definition, trends, and future growth of androgynous style in Thailand. Responses were analyzed using a coding process. The result showed some common ideas about the definition of androgynous which is not limited to a specifics t

ype of body, gender, and age.The result suggests that the value and identity of creating an androgynous fashion brand in Thailand have to be decent and clear. All of the respondents agree that Androgynous in Thailand is growing bigger and bigger and might be the next major trend in Thailand.Keywords

: Androgynous fashion, Fashion, Branding, Thai, Unisex, Thai fashion 

Consumers’ Attitudes and Purchase Intentions for Ugly Luxury Fashion Shoe Products of Generation Y in Thailand

為了解決Trickle-up fashion的問題，作者朱家勉 這樣論述：

ABSTRACTThis research extends value derived from 5 ps (product, people, price, place, promotion) model with apparel design attributes and examines factors influencing consumers’ attitudes and purchase intensions of Ugly fashion product, specifically, luxury fashion product. A random sample of gener

ation y in Thailand and faculty (N = 206) participated in this study. Because of product exposure and high profit from Ugly luxury fashion product in these several years. A large number of columnists from newspaper and magazine predict about consumer’s attitudes and purchase intentions for ugly luxu

ry fashion product but mostly it was not consumers’ attitudes and purchase intentions that based on data analysis. It was limitedly investigated about consumers’ perceived formal qualities, expressive qualities, symbolic qualities base benefits affect purchase intentions for Ugly luxury fashion prod

uct in previous research. This quantitative research validates the value derived from 5 ps model in explaining ugly aesthetically appealing design adoption in luxury apparel by find out relationship between perceived formal qualities (physical comfort, beauty), symbolic qualities (status, identity),

expressive qualities (emotion) of product towards ugly luxury fashion apparel. Secondly to confirm the importance of multiple dimensions of ugly fashion product. This study will help fashion business company generate the right plan to reach the younger potential consumer, aesthetic that effect on c

onsumer and realize value that they want from fashion product.This research used SmartPLS to operate the analysis. The result of this research indicated that emotion, physical comfort, status, identity positively affect attitude toward purchasing ugly luxury shoe products. Emotion is the highest pos

itively affect on attitude toward purchasing ugly luxury shoe products. Following by physical comfort, status, identity. In contrast, beauty has nonsignificant affect attitude toward purchasing ugly luxury shoe products.Keywords: ugly fashion, kitsch fashion, quirky fashion, anti-fashion, ugly shoes

luxury shoes, aesthetic, ugly and beauty