SOFT POWER STRATEGIES FOR LIFESTYLE FASHION BRANDS: A CASE STUDY COMPARING FASHION BRANDS IN SOUTH KOREA AND THAILAND

The soft power strategies for fashion lifestyle brands are examined in this comparative case study between South Korean and Thai fashion brands, using the 5P’s framework: Product, Price, Place, Promotion, and People. The study reveals that a critical factor contributing to the success of South Korean fashion brands is the strong collaboration between the public and private sectors. The government allocates budgets and establishes central agencies to support brand image building through entertainment media, such as music, films, and TV dramas. By using well-known artists and actors to promote products, South Korean brands foster consumer motivation and widespread brand popularity. Additionally, South Korea emphasizes the importance of small entrepreneurs by providing them with display spaces, offering affordable pricing, and promoting product quality.  On the other hand, Thai fashion brands stand out for their product diversity and ability to meet domestic market demands. They effectively create a brand image through logos and branding, leading to their popularity in the mass market. Their moderate pricing strategy makes them accessible to a wide audience. However, Thai brands face challenges in reaching the global market due to a lack of consistent support from the government and insufficient collaboration with the private sector. Unclear government funding and the inability to integrate products with internationally recognized artists or entertainment media limit Thai brands' global potential. With more robust support, Thai brands could enhance their identity and achieve greater international recognition.