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Published on March 17, 2008

Charn Srivikorn, chairman of Gaysorn Property Management, said the company had held discussions with tenants and other companies that have those kind of brands - which Charn called "bridge brands" - about having them for sale in the shopping centre.

A major rearrangement of stores and shop layout is planned for later this year.

Charn said the shopping centre had actually started action to attract younger people who were interested in expensive products last year, and already had a few appropriate brands available.

Having the brands in stock enables the shopping centre to continually upgrade its products "and keep its image as a modern shopping centre". It would also be good for Gaysorn's business in the long run.

The targeted customers would remember the shopping centre and keep visiting, and would adopt the habit of buying expensive items.

However, Gaysorn's deputy general manager Satima Tanbe said it was quite difficult to identify a specific proportion for the bridge brands and the brands for adults.

The customers the company targets are aged between 28 and 40 and are the offspring of renowned wealthy families, as well as new young people "who built their profile entirely by their own efforts".

Those consumers have spent time abroad, know about expensive products and seek uniqueness, Satima said. "The major customer group is now those aged between 45 and 60 and they also seek uniqueness and fine-quality products, but they stick to certain brands."

The categories of focus for the stores are fashion accessories such as shoes and bags, ready-to-wear clothes, fine jewellery, home decoration that focuses on design as well as art-and-craft works, and Chinese, Italian, Thai, Thai-Euro and tea-room restaurants.

"The Thai market is still emerging like many other countries in South Asia, as well as China, India, Russia and the US," Satima said. "The Thai luxury market has been rising since shortly after the economic crisis in 1997."

Nitida Asawanipont

The Nation