Bangkok--28 Mar--ICC International
Following the success of this year?s male model search contest, U-Guy, Guy Laroche is looking forward to growth opportunities with a new customer target group. A highlight planned for the middle of the year is the launching of the brand?s first flagship store featuring a new fashion concept. Other, proven marketing approaches and strategies remain as part of this year?s plan.
After having enjoyed wide recognition by Thai consumers for over 27 years, Guy Laroche, one of the world?s most well-recognized brands, is spending more than 40 million baht on its marketing and advertisement budget during this fiscal year to create and promote awareness for the three brands that reside under the Guy Laroche trademark: Guy Laroche Paris (a men?s apparel line for businessmen), Guy Guy Laroche (a trendy fashion label for young executives), and Guy Laroche Innerwear. The success of the recent U-Guy contest has led Guy Laroche to develop a specific marketing strategy to attract a younger generation of customers, including university students who are about to enter the work force.
Khun Kityaporn Chaithavornsathien, Vice-President for the Company?s Division D of ICC International Public Company Limited, described Guy Laroche?s overall marketing strategy: ?in the coming years, we expect to see growth and general development of the brand as a whole. For starters, in May the first Guy Laroche flagship store in Thailand will open at the Mega Bangna, the largest shopping mall in Southeast Asia.?
With regard to the strategic direction and marketing plans for this year, Khun Suchart Layluxsiri, Deputy Vice-President of Division D for Guy Laroche & Daks, believes that the company ?will focus its attention on the wide range of product development challenges, from creating a specific product line for a niche market to creating a marketing campaigns that will both generate revenue and enhance brand awareness. An initial ?pilot project? being developed is called ?Guy Laroche: The Shirt Corner Project?. As the name suggests, the project will involve only men?s shirts. We are trying out this new concept with Guy Laroche before rolling it out to the other company brands. The new shirt concept is expected to be launched by the middle of this year.
?Currently, we continue to develop the ?I love Thailand? Project, which was introduced last year by the last administration to promote love and harmony within Thailand, into a social campaign to help promote domestic tourism. To establish brand awareness for the 2012 fiscal year, Guy Laroche has set aside a marketing and advertising budget of more than 40 million baht to publicize all corporate brands that reside under the Guy Laroche trademark. Billboards, bus advertisements, scrollers in major shopping areas (like Arena 10 and Siam Square), and social networks such as Facebook will be targeted.?
The Sweet Escape Campaign is another well-received social marketing event that Guy Laroche is very proud of. It is being organized for the second year following the overwhelming response received from the general public. The campaign is designed to allow Guy Laroche to express its appreciation to clients for their support by offering an all-expense paid oversea trip with a well-known celebrity to 5 lucky couples. The first year, we took our lucky winners to visit Paris, France, while this year the five lucky couples are jetting off to Prague and Vienna at the end of March with the celebrated singer, Techin Chayuti. The Sweet Escape Campaign for the third year is in the planning stage, but we can promise an even more exciting destination.?
U-Guy started as a trial social marketing campaign that Guy Laroche has developed into an annual event following the success of last year?s contest. Exceeding the brand?s expectations, the campaign received enormous attention from both the contestants and the general public. Recognizing the importance of this marketing segment, Guy Laroche has developed three marketing campaigns to raise brand awareness among this target group.
The U-Guy Male Model Search Contest by Guy Guy Laroche will be held during a third consecutive year. The contest not only serves as a stepping stone for a lucky young man to become a brand spokesman for Guy Guy Laroche, but it will also allow him to live out his dream of working in the fashion industry. The brand is also exploring the possibility of extending the U-Guy Contest to neighboring countries and is in discussions to form an alliance that extends beyond Thailand.
The first U-Guy collection will be created to increase brand awareness and heighten interest in the recent contest. This new collection will offer a fresh look that clearly differentiates Guy Guy Laroche from the other brands under the Guy Laroche trademark. It will also introduce this trendy brand to a younger generation of customers, including university students, who are about to graduate and enter the work force.
The First Jobber Campaign will be rolled out to universities across the nation. Under the slogan ?How to dress for success as a first jobber?? this campaign will educate perspective buyers by providing fashion advice that will help to build their confidence to students who are about to enter the work force for the first time.
Guy Laroche also acknowledges the importance of developing and creating meaningful cooperation through alliances that will strengthen the brand image. The brand believes by doing so, it will continue to increase brand awareness and build its customer base.