Dapper plans Asean expansion

Dapper plans Asean expansion

Dapper has found success in the uniform business and demand is rising, says Ms Sirithip.
Dapper has found success in the uniform business and demand is rising, says Ms Sirithip.

Dapper General Apparel Co seeks to boost its DA+PP label as an Asean apparel brand in the next few years through local partnerships.

The company, which makes and distributes Dapper and DA+PP clothing, will appoint local partners as exclusive distributors in Indonesia, Vietnam, Cambodia and Myanmar, said Sirithip Sripaisal, brand director and founder of the DA+PP brand. The company is interested in joint ventures in the future.

Apart from selling its own DA+PP fashion products in Asean, the company also plans to market the other apparel brands in this region to fulfil its goal to become an integrated fashion company.

"From now, we want to focus on expanding in Vietnam, Indonesia, Myanmar and Cambodia and delay expansion plans in Hong Kong, mainland China and Taiwan, as the fashion markets in the latter three are not as promising as they used to be," she said.

DA+PP launched in the Thai market five years ago as a sister brand to Dapper, the fashion brand founded by Ms Sirithip's father 39 years ago.

Ms Sirithip said the Thai fashion product market is competitive, but there is still room to grow in Asean.

The company has remained conservative on expansions due to the gloomy economic environment. It opened only three new DA+PP outlets so far this year, bringing the total to 17 nationwide.

"The economy is expected to be better next year. But people's purchasing power for fashion may not be very high as young people prefer to spend on food, travel and gadgets more than fashion," she said.

DA+PP physical stores that do not have a strong customer base and loyal customers will be removed. It will offset the closure of shops by selling online.

The company will continue to expand its uniform design services to attract more corporate organisations. Its customers include Samsung Thailand, KFC, Oishi Group, the Stock Exchange of Thailand and Megabangna.

Dapper has found success in the uniform business with expected sales of 30 million baht by year-end, compared with 5-6 million baht forecast earlier.

"We see a lot of opportunities in the uniform design business as demand is rising. We aim to be a leading fashion house that designs good uniforms for customers in Thailand and overseas," she said.

The company will begin offering ready-made uniforms for cafe and restaurants in the second quarter of next year.

Dapper General Apparel expects annual sales of 400-500 million baht by 2020, up from an estimated 180 million baht this year.

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