ICC spends more to boost Guy Laroche clothing sales

The company will spend between Bt20 million and Bt30 million, compared to Bt5 million in the first six months, to promote the new Guy Laroche collection.

ICC vice president Prapan Jungpatanapong said yesterday that he believed the political and economic situation should improve in the second half, with spend¬ing sentiment expected to return in the high season.

ICC witnessed sales growth of only 5 to 6 per cent for its Guy Laroche branded products in the first half, due to the slowing economy.

The company targets fullyear sales of Bt400 million from the Guy Laroche brand alone, up from Bt300 million last year.

ICC produces many products for foreign apparel brandowners, including Guy Laroche, Lacoste and Arrow.

According to the company's research, Guy Laroche customers prefer to buy the products as gifts for friends and loved ones. Therefore, the company will launch a Guy Laroche giftbox set in November to cash in on the trend.

In addition, Guy Laroche will penetrate deeper into the men's jacket market, which has ample room for growth.

"People's lifestyle has changed to more modern and more casual. We will, therefore, make products that respond to this market," Prapan said.

ICC has reduced its production costs in order to boost profit, instead of focusing on price discounts.

"Our Guy Laroche profit this year will increase by 7 per cent," he added.