‘Fashionista’ and teenagers to follow the online reality clip on facebook.  29 stand-alone stores will open in parallel with shop-in-shop at 106 department stores, starting with Central and Robinson in Chiangrai; other outlets will open in Q3/2011. The new store at ‘Terminal 21’ will offer a comprehensive range of ‘Levi’s® 501’, Levi’s icon for men featuring new color tones and bleaching techniques, and ‘Levi’s® Curve ID’ collection for women.

Lee waterproof.

“This year, Levi’s® 501 sales will top 25%, doubling last year’s volume. This segment accounts for 25% of total revenues which has been growing by 15% on average. Curve ID will increase by 5%. Last year’s 30% discount and 3-day knockdown at factory outlets gained new customers,” said Mr. Ponsinh Boutkaska, Marketing Manager Consumer Goods.

Adopting more casual lifestyle, a typical Thai consumer spends Baht 2,500 on denims every fortnight and owns 8 pairs of denims, up from the previous average of 6, compared with 12-14 for Europeans. Local denim market worth Baht 5,750 million includes Baht 3 billion department store sales.

Levi’s has 25% market share, followed by Wrangler (22%), Lee (20%). Teenagers represent 30-40% of Lee’s customer base, followed by 25-30 year old group, of which males represent 70%. Lee’s women wear will increase from 30% to 40%.

Targeting 18-25 year old consumers, online “Lee Club Thailand” was launched in 2010 in conjunction with “Meet & Greet Celebs” and preview sale of new collections. Lee will increase prices again this year, on top of previous 10% adjustment and productivity improvement. Baht 35million online marketing budget will secure 10,000 members, up from 6,000 last year. Lee’s breathable waterproof jeans sell for Baht 2,500 per pair, Baht 1,600-1,900 for regular denims.

Based on Q1 trend, 2011 sales revenues will increase by 15%-20% or Baht 3,600-4,000 million. 10 new stores will open this year, confirmed Mr. Varavut Matanapojanard, Central Marketing Group’s Lee Brand.

To achieve Baht 1.7billion sales target, Mc Jeans will focus on Brand evolution, Product innovation, Production efficiency, and Effortless distribution, said Mr. Thana Thienachariya, new executive chairman of PK Garment, Macjeans producer & distributor. Building “Top of Mind” brand implies re-inventing logo and store concept, social networking, specific fittings for Thai figures, and Celebrity presenters.

With 26 years of global sourcing experience, Mr. Chukiat Hutasuwan, Brand Manager, H Fashion Co., Ltd., launched Explendid at BIFF&BIL2011, targeting young & successful executives who wear jackets & jeans. Explendid denims sell for Baht 1,800-3,000, shirts Baht 1,400. The first store at Terminal 21 will open in October, followed by 4 new stores. In future, our nation-wide chain will extend to neighboring countries,” vouched Mr. Chukiat.

Evolving from provincial retail of ready-made denims 25 years ago, Yongvatana Garment Co., Ltd. set up a Bobae shop before venturing into own production of low-end Media Jeans and Live’s Jorrom Jeans brands, followed by upscale Bluetec Jeans, Playground Jeans, Decent Jeans, and  OEM production for US, Middle East and African buyers.

“Hi-end brands have no price ceiling so we can differentiate on design and fabrics. Cheap brands are quick to copy, but before they can source similar fabrics we have depleted our stock and moved to the next item. Preferring dark colors & regular bleaching, Russian consumers discard their denims after 2-3 weeks. Lead time for 12,000 minimum order is 40 days. Focus on supply chain creation & core competence allows more time for marketing and R&D. Next, we will open a factory shop to collect information and enhance PR image,” said Mr. Wiwat Chuepaiwest, General Manager.