Issue 24

 

 

A Thai brand of exotic leather handbags is competing with high-end international brands to prove that Thailand can match the quality, materials and craftsmanship found in other parts of the world.

Exotic leather is a big business. In 2013, the value of Thai leather goods exports reached US$1.7 billion, with the majority coming from exotic leather goods. So it is only natural that several exotic leather farmers are developing their own brands to supply both Thai and international markets.

“Our company, Silver C Exotic Leather, solely manufactures exotic leather handbags, made from skins of crocodiles, snakes, ostriches, or even rabbit fur,” says Patcharapimol Youngprapakorn, founder of the S’uvimol brand.

 Youngprapakorn’s father has owned Samutprakarn Crocodile Farm and Zoo since the 1950s. In 1999, together with her siblings, she established a separate crocodile breeding farm to supply exotic leather to international fashion brands.

“I started from the desire to manufacture fashionable exotic leather goods that can be for everyday use,” says Youngprapakorn. “You don’t have to wait until you’re over the age of fifty to buy these handbags. We want it to be practical for different occasions.”

The advent of social media, has enabled Youngprapakorn to expand the profile of her client base. “We have clients as young as 15 years old, especially those (interested in) colorful handbags, these clients would share their bags on Instagram and tag us,” she says.

Adapting to the Bangkok shopping culture has proved to be a challenge, with Youngprapakorn opting to close the S’uvimol shop in a prestigious area of the city, in order to display its handbags in department stores instead.

“Our first shop was right in Thonglor, however, there were few walk-in customers as we have a hot climate and they [customers] prefer to go to department stores,” she says. “There is no window-shopping culture on the streets. So we closed the Thonglor branch, and since we opened shops in department stores, the feedback has been excellent.”

The brand is expanding. In 2015 it will open shops in Bahrain, and later, Japan. “Currently, about 80% of our customers are from the Middle East,” says Youngprapakorn. “Now our Middle East clients say that when they think of exotic leather bags, they think only of Hermes and S’uvimol. I select the leather (for S’uvimol handbags) myself. The leather is the same grade that we export to high-end brands. Our bags’ quality, colours, and craftsmanship can match international brands, while our price is about ten times lower.”

With her background in exporting exotic leather to high-end international brands, Youngprapakorn says that four elements are key to achieving success exporting exotic leather: quality, ability to sign a long-term contract, sincerity to clients and reliability to deliver products on time.

Client satisfaction is very important. “If we deliver the products and the clients are not happy, we would exchange a new bag for them immediately,” she says. “Building a brand is not easy, it is like climbing a mountain, the air (up there) is very good, but at the same time, we need to always be mindful of the (product) quality and sincerity to clients.”

Words by Sirinuch Borsub