Bangkok--13 Nov--Polyplus PR
Central Marketing Group or CMG, Thailand biggest fashion distributor, introduce imported goods under brand Payless ShoeSource, the biggest shoe company in the western world today, offers trendy, comfy and high quality shoes at affordable price to Thai consumers. Its first shop is opened at 2nd floor, Mega Bangna since November 1, two more branches will be opened within this year, and 10-12 more branches in Bangkok and other big provinces in the next 5 years, total 3,000 million baht of investment.
Mr. Pichai Chirathivat, CEO of Central Marketing Group (CMG) revealed that “It’s time for Thai people to experience the famous USA footwear store. Payless ShoeSource offers fashion options derived from inspiration and make shopping more fun to each family member. Payless uses House of Brands strategy to present various well-known brands with latest trendy shoe style at worth price amidst fun and happy shopping atmosphere. Customers have to measure their size before looking for style. The shop will display all products they have by using size as the main criteria. All will be offered at worth price, for lady’s average is at 890 baht, men’s is 950 baht and children’s is at 550 baht (price per pair).”
Ms. Warangkana Sumethasorn, Assistant Vice President (Payless Shoesource) added “The variety of brands sold in Payless will be expanded under Creative Commons license and Ownership. To-date there are many brands such as Airwalk?, Dexter, Montego Bay Club, Above the Rim, Lower East Side and the Smartfit children's brand, etc. Apart of this, Payless also cooperate with famous designer for special collection such as “Lela Rose for Payless by Lela Rose, famous New Yorker designer, “Christian Siriano for Payless” by Christian Siriano, the winner from TV Program named Project Runway the eye-catching new talented designer at this moment, and “Isabel Toledo for Payless” by Isabel Toledo whose clothes is worn by the First Lady Michelle Obama.
Payless ShoeSource proceeds its marketing plan under 150 million baht budget on giveaway campaign of 100 pairs of shoes on the opening day November 1, and another 100 pairs at Grand Opening party. The company plans to expand its branches at Central Rama III and Robinson Chonburi within this year. Payless ShoeSource plans to open total 45 new shops within 5 years. The cost of opening a new shop is more than 12 million baht with expected 2 years return period, average sales is approximately 3 million per shop per month, and expected total sales to reach 4,000 million baht within 5 years.
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