Abstract
The purpose of this study is to elucidate a role of the street fashion as a habitual communication tool for the youth through the comparative study on the habitual behavior of the Japanese and Thai youths. The questionnaires concerning the fashion behavior were submitted to a total of 363 female college students in Japan and Thailand in 2011. The results revealed the significant differences in fashion behavior between the two countries, which were affected by the climate, personal income, and traditional lifestyle. The Japanese youths care much about their personal surroundings and adapt fashion as a communication tool for social networking to be accepted in a group. The Thai youths care less about fashion and seek for other tools for social networking. By the time of the survey, the Japanese street fashion has been already matured as a communication tool with a variety of expression ways and is transfiguring spontaneously by repeated diversification and integration of several fashion elements. On the other hand, Thai street fashion is in the early stage and has not yet fully developed to affect a way of personal communication. However, the Thai youths have been increasing interest in fashion as confirmed by the increasing popularity of domestic fashion magazines, and provide a potential for Thai street fashion to develop.
Highlights
Thai garment and textile industry had been supported by the government since 1955 and the industry had significantly grown in 1971
The Japanese youths care much about their personal environment, they seem to attempt to be a little distinct from others while maintaining a fundamental similarity in clothing to indicate their dependency on a particular group
The information comprises the fashion information delivered directly from the manufacturers and the fashion information modified by the wearers
Summary
Thai garment and textile industry had been supported by the government since 1955 and the industry had significantly grown in 1971. The government has supported young designers in the international arena, at present there are several Thai brands such as AB-Normal, Curated, and Painkillers that are known in the international markets (Nethin, 2012). The success of Thakoon Panichgul’s clothes in 2008, the most well known Thai-born fashion designer who designs clothes for Michelle Obama and other celebrities, has significantly influenced Thai fashion industry (Chirapongse, 2010). He was invited by the government for holding a workshop to incubate new designers and create exotic fashions. The government seems to emphasize heavily on Thai luxury brands for the global market rather than the domestic market
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