What now for rapidly emerging Thai fashion brands? The inevitability of internationalisation has become more and more apparent and more and more likely in the very short term. Thai fashion brands now find themselves at a crossroads and future overseas expansion and penetration now depend on choice of brand strategy.
Pivotal to any brand strategy success is the choice of brand image and a suitable set of brand associations. For example, should local Thai brands continue to project a localised image with Thai national and local culture associations or should they seek a new image for the international marketplace?
To find an answer to this current conundrum facing local Thai fashion brands, we should first examine the Thai country image and the strength of any brand Thailand associations internationally.
Thailand remains not only one of the most popular holiday destinations around the world but is widely perceived as one of the most "exotic" vacation venues with "tropical", "colourful" and even "paradise" often stored deeply in the mind-set of fashion consumers from all four corners of the globe.
Add to this country image with "delicious cuisine" and "caring culture" and a perfect blend of both "sophistication" and "excitement" emerges clearly.
My latest research findings, based around the brand image of Asian emerging cultures, are consistent with this Thailand country image.
It is essential that Thai fashion brands maintain this incredibly advantageous country image as they aim to penetrate overseas markets. Internationalisation of these nascent Thai fashion brands should not lead to any dilution of the current national and in some cases local Thai culture.
Thai fashion brands and the entire Thai fashion industry have both emerged relatively recently, but such has been the growth that more and more international fashion brands and industry players can now be found in Thailand. It is, therefore, quite possible that local Thai fashion brands such as Disaya, Something Boudoir and Kloset will seek some sort of fusion of local and international brand flavours as they become more established globally. It is also quite possible that Thai fashion consumers will enjoy the variety provided by an increasing array of internationally established fashion brands, especially French and Italian fashion brands.
But Thai brand producers and designers should "stay local" as they increasingly "act global". Such is the suitability of Thai culture and national image where fashion is concerned. The emergence of Bangkok as a major global fashion capital has reinforced this country's image with a competitive advantage and the Thai capital's continued rise as a major international fashion hub will support local Thai fashion brands in their overseas expansion. Last year Thailand hosted the 34th Bangkok International Fashion Fair and Bangkok International Leather Fair.
While the "big 4" established global fashion capitals, London, Paris, New York and Milan, continue to enjoy a very strong city brand image, it is inevitable that they struggle to remain "fresh" and "vibrant". Such is their longevity. Bangkok is extremely well placed to breathe "freshness" and "excitement" and of course the all-important "exoticism" into the international fashion world.
Bangkok's emergence as an Asian fashion hub is also very much taking place. Geographic location as well as exotic country image helps here. Not that the Bangkok city brand is the only sub-brand that partners perfectly the country brand image. Thailand boasts an envious combination of exotic holiday destinations, with internationally famous islands and beaches too numerous to mention, and historic sites and cities such as Chiang Mai. All of these should provide Thai fashion brands with a powerfully emotional set of brand associations that are so highly values around the world.
Finally, Thai fashion brand producers and designers should interpret very carefully any "Western" influence on younger Thai fashion consumers. It may be that younger generations are more "modern" but, according to my latest research, this should not be interpreted as any dilution of "traditional" values and any weakening of both national and local culture.
Fashion consumers in Thailand and around the globe will bond emotionally more and more with Thai fashion brands that associate themselves with Thailand's uniquely exotic image as well as selected cultural locations and aspects of Thai history.
Mike Bastin is the MA fashion marketing and branding course leader at the University of Southampton's Winchester School of Art in the UK.