Marketing director Satima Tanabe yesterday said younger people who had attained early career success were now a growing market segment and significant new target for many global brands.

Their lifestyles are independent, and they buy their favourite products accordingly instead of simply following others.

"Pure Smart and Sophisticated Lifestyle" will be the company's marketing campaign this year, to be officially launched in March with an invitation for members of the public to select eight people who best represent the younger generation in eight different careers. The chosen eight will become Gaysorn's brand ambassadors.

Another strategy for attracting attention to the group will be to ask for cooperation from shop tenants in focusing more on smaller items like accessories, bags and mobile-phone holders, all with prices starting in the low four digits.

Satima said many well-known international brands with shops in Gaysorn, such as Louis Vuitton and Prada, were selling small items to attract the young successful target group.

Targeting this group allows Gaysorn to keep a young and lively image.

Nevertheless, the company will continue to organise marketing activities aimed at its current customers. These will be divided into two main formats: big marketing events; and cultural events like those for Valentine's Day, Easter and the Songkran festival.

Its marketing activity for Valentine's Day will be launched on February 6 and feature a chocolate buffet.

Satima said Gaysorn's highest number of customers recorded on a single day was about 30,000.

Apart from arranging marketing activities, the company also provides a lifestyle-consultant service that offers suggestions on selecting clothes, gifts, restaurants and other lifestyle items.

The company plans to adjust about 30 per cent of its tenants by bringing in some new global brands, including restaurants, women's and men's products and skincare/spa brands, said Satima.

Through these efforts, the company expects to see traffic increase from the current 20,000 visitors a day to 26,000, with a 30-per-cent increase in annual sales. Considering sales targets by group, it expects to see a 20-per-cent increase in sales to tourists and a 15-per-cent rise to local and expat visitors.

One challenge that Gaysorn and other retailers are facing is how to revive the mood for shopping and ensure confidence about security in the wake of the New Year's Eve bombings in Bangkok.

Another difficulty this year is that besides His Majesty the King's 80th birthday in December, there are no other big celebratory events like the celebration of His Majesty's 60th anniversary on the throne or the opening of Suvarnabhumi Airport. Hence, all operators will have to work hard throughout the year to boost the retail industry.

Nitida Asawanipont

The Nation