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Retailers in Bangkok's Ratchaprasong area are repositioning themselves to upgrade their offerings and services to world-class level.

Chai: Wants to link buildings

They aim to make the area a luxury shopping destination like New York's Fifth Avenue or Tokyo's Ginza district.

Gaysorn will soon have a major facelift, reducing the number of shops at the shopping centre but increasing the space of each outlet. More new luxury brands will be launched at Bangkok Erawan, opposite Gaysorn.

After Gaysorn's renovation, products and collections at each shop will be more exclusive. They will really be flagship stores with unique products.

About 150 luxury brands are preparing to open their stores over 140,000 square metres at Central Embassy by the end of next year.

Chart Chirathivat, manager of the Central Embassy project, said a market survey by Ledbury Group found that Thailand is now one of the world's most luxury-conscious destinations.

The Yves Saint Laurent luxury brand reported that Thailand ranked fifth for visits to its website in the first week after its new collection was launched.

Chai Srivikorn, president of the Ratchaprasong Square Trade Association and a Gaysorn executive, urged the government and the Bangkok Metropolitan Administration to review the building code to allow each building to link together, as happens in Hong Kong and Japan. This would give shoppers more convenience and safety, he said.

"If they are allowed to link their buildings, many areas in Bangkok will have the potential to develop as special districts like Ratchaprasong, bringing more foreign investors to Bangkok," Mr Chai said.