Siam Piwat has successfully achieved luxury brand sales growth during COVID and beyond, with the opening of flagship stores at Siam Paragon and ICONSIAM, elevating Thailand to the ranks of the luxury world. The definition of fashion, particularly high-end luxury, has been interpreted into various values and meanings, following the emergence of new creativity, technology, and generations. Nevertheless, glamorous experiences remain the ultimate indulgence for fashionistas, providing them with exceptional quality and the ability to express their individual styles and preferences.
Siam Piwat, Thailand’s leading property and retail developer, and the owner of global destinations such as Siam Paragon, Siam Center, and Siam Discovery, as well as a key partner of ICONSIAM and Siam Premium Outlet Bangkok, has reinforced its leadership as a global shopping destination and luxury retail provider by hosting the WWD x Siam Piwat Global Fashion Spotlight under the theme “Southeast Asia – Luxury’s New Future.” This event highlighted the outlook of the fashion industry and the luxury landscape in Southeast Asia, which has expanded its influence worldwide.
Hosted in collaboration with Women’s Wear Daily (WWD), the world’s leading fashion media network established over 114 years ago and often referred to as the "Bible of Fashion," the WWD x Siam Piwat Global Fashion Spotlight event engaged fashion gurus, global luxury brand importers, and brand ambassadors in discussions of their successes, strategic transitions, and community engagement.
Chadatip Chutrakul, Chief Executive Officer of Siam Piwat Group, said, “For the past 40 years, Siam Piwat has been leading the charge in elevating the Thai fashion industry. Right from the beginning, our vision has been to develop Thai brands and designers and empower them with knowledge and skills to build their own businesses. To this end, we have collaborated with both public and private organizations, as well as leading global brands, to create a knowledge base for Thai fashion development as well as provide platforms for showcasing work and retail spaces in our shopping centers, thus creating a comprehensive ecosystem for the Thai fashion industry.This ecosystem has launched hundreds of leading Thai brands, from top-tier to emerging Thai designers and transformed the creativity and innovation of university students into sustainable businesses. This has created a positive impact, generating tens of billions of baht in economic value and fostering robust growth for those in the Thai fashion industry ecosystem – a success now acknowledged worldwide. This ripple effect has also sparked numerous fashion-related economic activities far and wide. Through the years, Siam Piwat has been a platform of opportunity for Thai designers to showcase their potential and work on a grand scale, collectively elevating Thai fashion to global fame.“
The first panel, “Building Brands for Global Consumers,” featured Wannasiri Kongman, Co-Founder and Co-Creative Director of BOYY; Lie Sang Bong, the owner of the “Lie Sang Bong” brand from South Korea; Octo Cheung Yan Yu, Vice President of Shanghai Tang; and James Fallon, Chief Content Officer, WWD and Fairchild Fashion Media, as moderator. The discussion highlighted BOYY's initial success, built upon testimonials and retail displays in New York City that caught the attention of celebrities and fashion insiders without the use of social media or influencers. Meanwhile, Lie Sang Bong gained prestigious fame through his “Fashion Week” runways in Paris, at a time when technology was not mainstream in the fashion industry. Octo Cheung Yan Yu shared his success in balancing art, creativity, and commercial objectives to expand Shanghai Tang worldwide.
The evolution of the fashion industry over the past decades has relied heavily on unique designs and retail space arrangements. Siam Piwat has led the way regionally, recognising emerging trends and supporting global, local, and young designers by providing equally luxurious spaces to present the prestige of their products. The company, in collaboration witn public and private sector, has consistently elevated the Thai fashion industry for over 40 years, which helps create a positive impact and generate tens of billions of baht in economic value and foster robust growth in the industry ecosystem.
The second panel, “Adapting to the New Luxury Landscape,” explored generational preferences for luxury heritage and new opportunities in the luxury market. Panellists included PP Group executives Suwadee Puengboonpra and Orand Puipunthavong, distributors and image creators for global luxury brands in Thailand; Emmanuelle Koualou, Managing Director of Piaget Southeast Asia & Oceania; and Roberta Pellacci, Vice President of Marketing and Communications at Bvlgari Japan under LVMH. They noted that top-tier brands emphasise inheritance values, where rarity, premium quality, and timeless designs are passed on to future generations. The panel also discussed how digital transformation, particularly post-COVID, has influenced new shopping behaviours, allowing customers to explore products online and discover the stories and legends behind the brands. The omnichannel approach has streamlined shopping experiences and created opportunities for new brands to rise. Suwadee Puengboonpra observed that younger shoppers tend to value authenticity, focusing on quality and design rather than material possessions. Emmanuelle Koualou and Roberta Pellacci shared insights from Piaget and Bvlgari, noting that younger customers are driven by the craftsmanship and heritage of the brands.
Social media has empowered larger audiences to discover information and engage with prestigious brands like Bvlgari and Piaget. These brands have strategically embraced social media, selecting influential figures like Thai celebrities Mai Davika Hoorne and Apo Nattawin Wattanagitiphat, who have amassed millions of followers and significantly boosted brand engagement.
The final panel, “Southeast Asia’s Power of Global Influence,” featured rising influencers in Southeast Asia, including Heart Evangelista, a Filipino celebrity; Mai Davika Hoorne, the first Thai celebrity appointed as a Gucci Brand Ambassador and Friend of the House at Bvlgari; and Apo Nattawin Wattanagitiphat, Dior House Ambassador and Piaget Global Brand Ambassador. Apo noted that social media bridges gaps of diversity, extending his global reach as a Thai representative and raising awareness of Thailand’s presence on the international fashion stage. Heart Evangelista shared her perspective as a Southeast Asian influencer, highlighting the warmth and unique character that Southeast Asians bring to global luxury fashion. Mai Davika, with her 18 million followers, emphasised that the support of her followers is the true force behind her influence, and she expressed gratitude for their role in elevating Thailand’s position in the global fashion world.
Discover “Southeast Asia – Luxury’s New Future” and international fashion throughout October 2024 at Siam Piwat Group’s event spaces, including “Siam Paragon Bangkok International Week 2024” at ONESIAM, the Gucci Thailand High-End Event at Gucci Women’s Store, Siam Paragon, and the 140th Anniversary Eternally Reborn Exhibition by Bvlgari from 1–27 October 2024 at Siam Paragon. For upcoming fashion campaigns and pop-up stores, follow Siam Paragon, Siam Center, Siam Discovery, and ICONSIAM fanpages.