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| • EXCH RATES |
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Baht/$ 33.39/42
Bid/Ask
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GOLD |
14,950
- 200
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APPAREL
PITSINEE JITPLEECHEEP
Domon, which used to be a must-have youth fashion brand three decades ago, is moving to revive its image and sales.
Boonsakd Wattanaharuetai, the founder of Domon (1987) Ltd, said the company would resume marketing events to promote its apparel this year after freezing them for five years in the face of tough competition.
''The Domon brand was established and very popular among teenage customers in the past three decades because of the Domon Man contest. We will start the contest again this year with high hopes of reviving our brand, which used to be valued at about 200 million baht 10 years ago,'' he said.
The company plans to spend about 50 million baht on marketing this year, mainly for the Domon Man contest and the opening of new shops. Domon was an apparel sponsor for contestants on Academy Fantasia 4 last year.
Mr Boonsakd's four western-educated children have joined the company's management team, responsible for marketing, interiors, production and IT.
''With fresh ideas from the second generation, we hope they will help lift the brand image and make Domon apparel very popular the way it was in the past. We are ready to expand our business again after clearing debts,''he said.
Mr Boonsakd said one thing the company was worried about was product competitiveness. Foreign brands available in Thailand have cheaper operating costs because they are produced in China and India, but are sold at prices more expensive than local products.
''But we think Domon can offer cheaper prices to Thais even though we have higher labour costs,'' he said.
To compete with foreign brands, the company is conducting a feasibility study to set up a small garment factory in neighbouring countries in the near future. Vietnam and Laos are candidates.
Busaba Watanaharuetai, the company's business development manager, said the company was now offering three fashion brands including Domon Basic for working people, DSquared for teenagers and Domon Umo for upper-middle income consumers.
Currently, Domon has 35 distribution outlets and will open five Domon outlets and two D Squared outlets next year.
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