The company kicked off its second business project last December, focusing on importing seven premium jean brands from the US and Italy: Blue Cult 1921, Sacred Blue, Miss Me, Indian Rose, Indian Rags Denim, 1921 and J & Company.

Lumyook CEO Worawoot Vangvorawong is very confident about the future of the jeans market in Thailand after witnessing strong demand, particularly this year. The global market is also strong.

"The overall jeans market in Thailand grew 20 per cent this year. Of this, the premium-jeans segment grew only 5 per cent," he said, adding that the company intended to double its marketing budget to Bt6 million next year.

Lumyook is looking for a location in Siam Square to open the flagship store. The minimum area will be 100 square metres. He said Siam Square's good variety of shoppers included the target group for 7 Steps: those of good financial status and high individuality who prefer jeans with designs that match them.

Currently, 7 Steps has two selling points in Siam Paragon and CentralWorld, each one costing Bt1 million to set up.

The company will spend Bt4 million of next year's Bt6-million marketing budget on advertising, with the rest earmarked for promotional events.

It plans to join hands with such entertainment businesses as Major Cineplex and pubs, because entertainment is a main lifestyle pursuit of its target group.

"The premium-jeans market accounts for 10 per cent of the Bt10-billion jeans market", said Worawoot. He said there were no exact figures for market share but estimated Diesel would be the biggest player.

With the flagship store and marketing activities, the company expects sales to increase from Bt50 million this year to Bt60 million next year.

Its other business is Chic Club, which started three years ago and sells 10 brands of fashion clothing like lingerie and accessories like ornaments and bags. The major brand in this business is Playboy, which contributes 70 per cent of Chic Club's total sales. It also has 4,000 members.

Chic Club has five selling points. It plans to spend Bt3 million to Bt5 million to open three to five new branches next year.

Total company revenues are expected to grow 30 per cent this year to Bt250 million.

Nitida Asawanipont

 The Nation