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Star Fashion to re-brand its menswear lines
Jun '12
As a part of strategy to prepare for increased competition post formation of the Asean Economic Community (AEC) in 2015, Thai apparel maker Star Fashion Co, has decided to rebrand its two menswear brands - Hazard and Garband.

Despite, foray of several national and international menswear brands in the Thai market in recent years, demand for Hazard and Garband products has been rising.

Based on this, the company is now looking at rejuvenating the two brands, by giving them a modern and trendy touch, to enhance their market potential.

Hazard has been present in the market for over 28 years now, while Garbang is available since 24 years. As a part of rebranding strategy, Garbang would now offer collections for youth and office executives.

Before eyeing expansion in Asean markets, the company intends to expand its reach to all provinces of the country over next two years.

According to a survey undertaken by the company, there are several fashion brands present in the Thailand, Philippine and Singapore markets, most of which are international brands.

This has buoyed the company's belief that if foreign brands can penetrate into these markets, they too can penetrate these international markets.

Analysing the potential impact of the AEC, the company has discovered that with a large population and growing purchasing power, Thailand has become a promising brand for global brands.

Star Fashion presently offers 17 shoe, fashion apparel and accessories brands through its 500 points of sale across Thailand.

The Thai fashion market is expected to grow at a rate of 15 percent this year, as compared to last year's growth rate of 12-13 percent.

Star Fashion expects sales to grow by 50 percent from last year's 1.6 billion baht to 2.4 billion baht this year, with apparel and fashion shoes contributing about 50 percent of the same.

Fibre2fashion News Desk - India

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