“Lee Cooper” jeans bid farewell to the market!
The end of March 2024 will be another day that the marketing of famous jeans from England will end. “Lee Cooper” In Thailand when DKSH (Thailand) Co., Ltd., the importer and distributor, decided not to continue. The company therefore proceeded to dispose of the product by “Clearance sale” or Clearance Sale by cutting the selling price up to 90%, repeating this in every branch.
However, after inquiring with the sales staff at the Lee Cooper Outlet Store, it was confirmed that DKSH Company will not continue marketing. Therefore, the available products must be discounted by 90% in every branch. Products in stock will be gradually added to storefronts until they are gone. As for the reason for ceasing marketing. Employees informed that the brand entered the market at a very bad time. Because it was during the COVID-19 outbreak.
For clearing out stock, it can be seen that In addition to having customers come in and buy products repeatedly. Various merchants Move forward and collect quite a few products to sell. and the sale was announced through online social platforms. Some add an additional 100 baht to the price, not including carrying and shipping costs.
Reversing the plan of “DKSH” to bring Lee Cooper to invade Thailand.
In 2022, Krungthep Turakij Had a special interview The head of the retail business of DKSH (Thailand) Co., Ltd. explains the reason for bringing “Lee Cooper” jeans from England to market in Thailand. Because looking at the product market “Denim fashion” or jeans in Thailand is still expanding. and has the potential to grow
On the other side, there are new products to add to the portfolio. It also strengthens DKSH’s business in Thailand. To be able to create long-term growth as well
Previously, DKSH in Thailand used to be the marketer of “Levi’s” jeans, the world’s oldest brand with more than 170 years of history, for 25 years before it was “separated” by the Levi Company. Strauss & Co. (Levi Strauss & Co.) has entered the business. Marketing Levi’s jeans 100% by myself on April 1, 2022, when the said income portfolio disappeared. It’s normal at DKSH. Must find new products to make money to replace those parts.
By expanding DKSH’s fashion portfolio There is not only “Lee Cooper” jeans, but also street fashion brands. “Mossimo” (Mossimo®) from the United States as well
However, when marketing “Lee Cooper” jeans, the goal is to be the leader in that product category.
The “tens of billions of baht” jeans market is fiercely competitive!
For an overview of the denim or jeans market Considered to be large, the value of information shared by entrepreneurs in the media will be in the range of 1-20 billion baht.
As for the brands that are strong and are actively marketing Of course there are many. Both the king of jeans like “Levi’s” brand “Lee” (Lee) and the Thai denim brand like “McJeans” that have stood the competition for a long time will enter 50 years, etc.
At the same time, fashion products from both Thai and international brands small-large brands As well as fast fashion brands, they all have “jeans” in their product portfolios. This gives consumers many “choices”.
As for prices, there are many things to choose from, from the general market (mass), middle market, and high market. Or you can say that there are jeans products for sale in the market ranging from “hundreds” to “tens of thousands of baht” each.
However, when DKSH Stop marketing “Lee Cooper” jeans in Thailand. Employees expressed their opinion that It’s a shame. And we must keep an eye on who will play the role of distributor of the brand again in Thailand.
