Fresh focus for fashion
JSL Co Ltd, one of the organisers of 11 road shows to promote the government-backed Bangkok Fashion City concept, has decided to focus on participating in trade fairs rather than displaying products in overseas department stores.
Jamnam Siritan, JSL chief executive officer, said yesterday the revised plan had been drawn up to meet the requirement of participating associations: the Thai Garment Manufacturers Association, the Thai Gems and Jewellery Traders Association, and the Thai Leather Goods Association."Members of the associations believe trade fairs will generate more benefit than in-store promotions and wrote to us to ask the committee to change the concept last month," Jamnan said. The share the same view, saying the last eight in-store road shows in five countries had created limited benefit. They suggested participating in trade fairs would be more effective because the products would be seen by representatives from around the world. However, JSL is awaiting approval from the Bangkok Fashion committee. The revised plan is to participate in the Prestige Leather and Clothing Fair in Dubai, Fashion Coterie in New York and the Hong Kong International Jewellery Show. Jamnan said the company would revert to the original plan if the committee does not approve the new proposals, but would need to extend the deadline from July 2006 to April 2007. Somluck Srimalee, The Nation
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