With increasing apparel imports by Thailand Hong Kong athleisure brands are in a good position to make inroads in the market. As a HKTDC report reveals, many Hong Kong-based brands have entered the Thai athleisure market to enhance customers’ in-store and online shopping experiences.
Social media, new trends spur apparel sales in Thailand
Growing popularity of sports-inspired and performance apparel has given rise to the athleisure trend in Thailand. Thai consumers prefer to wear clothes designed for workouts and other athletic activities in other settings such as workplace, at school or for social occasions. They also prefer clothes with innovative properties like HeatTech technology, AIRism and Ultra Light Down Jackets offered by Uniqlo.
Moreover, social media has had a deep impact on Thailand’s apparel sales. The country launched mobile message app LINE which allows brands to share
product updates, promotions and marketing activities. Thai brands also have strong presence on e-commerce platforms such as JD.com, Lazada, Shopee and Looksi.com.
As competition intensifies, many of brands are merging online and offline offerings to increase brand awareness. For example is Pomelo has launched both an online shopping website and three physical stores in Bangkok.
Partners for offering enhanced shopping experiences
A potential partner for Hong Kong brands in Thailand is Camp, a multi brand store that houses many products including apparel, accessories, swimwear, sportswear and footwear. The store has three branches in Bangkok. Catering particularly to middle class women shoppers, Camp often partners in store brands to offer frequent promotions. It uses online influencers and YouTubers, to promote stores. Additionally, it helps brands promote their products or new releases though its own website, Facebook and Instagram.
Camp also uses consumer shopping behavior insights to increase shopping experiences at its store. The store has launched Camp Megabangna, a branch with a community store concept. The store houses a coffee shop which offers recreational facilities to its customers. The multi-brand store is situated in various high traffic locations. And each location targets a different consumer group.
Another potential partner for Thai brands is Winterland Trading, a representative of various fashion brands such as Replay, Penfield, Wemoto and RVLT/Revolution. The company has over 20 years experience in retailing and focuses on casual and streetwear clothing and accessories. It has an experienced team that helps foreign brands enter the Thai market.
