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Published on April 15, 2008

It is owned and run by two "fashionistas" - Sivakorn Muttamara and Anyaratn Teyaratchakul - who created the store out of a music craze.

Kinky has leased a 30-square-metre shop in Siam Square Soi 2 to sell unique fashion items.

Sivakorn started his store during the midst of a hip-hop trend which arrived here 20 years ago. His clients include teens who like extreme sports such as skateboarding.

He chose the apparel business over sports accessories because it seemed less likely to fail.

Shortly after opening, he brought out hip-hop clothing and created his own Kinky Ape screened T-shirt. He later added jeans and accessories to the store's range of items.

He describes his shop as a place for the local hip-hop community, who he calls "Kinky Society".

"I need new stuff and clients. My shop doesn't sell seasonal apparel. I introduce new items weekly and every pattern carries a message for society. I want to communicate with the public through pictures," he said.

Sivakorn has also imported American casual clothing and sportswear like MS Invador and H-Minor.

Meanwhile, his partner Anyaratn has created clothing for women and they have attracted many clients.

To build up the Kinky brand, Anyaratn said she had to open for longer hours to compete with other shops at Siam Square.

She said Kinky's strength lay with its designs. She has created patterns that customers like and has focused on giving friendly service.

The shop uses a membership system that offers special discounts. Customers collect 10 points when they spend more than Bt1,000, which entitles them to future discounts.

"We never have a sale because this would encourage shoppers to hold off buying and wait for the sales period. Our strategy has boosted loyalty among our customers," she said.

Most of its buyers are secondary-school students. When they grow older and move on to other trends, the shop will likely have to replace them with a new crop of youngsters.

Anyaratn said traders at Siam Square were divided into two groups: brand-owners who have their own identity, and merchants who import products from overseas as well as local goods to sell in shops.

The challenges here include fighting off cheap copies.

A copy sells for Bt299 while originals go for Bt1,900 a piece.

Surging rental costs is another challenge, while the cost of renovation may force many shops to move elsewhere.

But while rivals are scouring for new locations, she says Kinky does not plan to relocate.

Anyaratn has focused on managing costs and raising income.

Because Kinky produces a large volume of goods, it can survive on selling a wide range of products.

"We used to make 400-500 pieces of clothing but found our clients want more exclusive designs. So now we just make limited editions," she said.

Bizweek