It will spend Bt5 million to promote two new collections this summer.

Janet Low, the company's licensing manager for Asean, said Elle would expand the brand's distribution, spend more on marketing and boost brand recognition through a loyalty programme.

It targets raising sales of swimwear at each Elle shop to Bt100,000 per month.

The company says it has a 15-per-cent share of the middle to high-end swimwear market, which it estimates has a value of Bt600 million. Most brands sold in this segment are imported.

Low said new and old players were competing more fiercely in the swimwear market this year.

This can be seen in terms of design, price, advertising and marketing, she said. Elle has launched two collections, Indies Song and So French. The Indies Song line is orange and blue aqua and is "sexy and naughty".

The red-and-white So French line by contrast is "sweet and lovely" and uses accessories like buckles and loops. Last year its colours were pink, green and yellow.

Special campaigns for the upcoming high season in swimwear will see discounts and the appearance of special sales counters to present the new lines at five major stores in Bangkok and Phuket.

Elle expects this to translate into a 15-per-cent rise in sales.

Low expects the market to improve this year because Thai customers are beginning to wear swimwear for more than just a dip in the pool while tourists from overseas are well acquainted with the Elle brand.

In Elle's target market bikinis with lively and attractive prints are most in demand, Low said.

The company's marketing aims to convince consumers that swimwear can be worn for more than just swimming. It can be worn under clothes to improve body shape and during exercise, Low suggested.

Swimwear can also be worn to a party, she added, advising that a jacket and accessories should be added.

Nitida Asawanipont

The Nation