Issue 16

Viseth Singhsachathet, Assistant Managing Director of local fashion brand Jaspal provides a glimpse into the company’s origins and the future of the business, especially with the upcoming AEC 2015.

What made you open Jaspal?
Jaspal was launched in 1972 following the success of its parent-brand Jaspal & Sons Co. Ltd., which specialised in bedding products. At that time, the family-run business wanted to shift focus and saw an opportunity in the fashion industry. We started by importing fashion items from India and later imported fabrics from overseas. However, as trends constantly changed, we decided it was the time to launch our own local fashion label, Jaspal, with its production also being based in Thailand.

What is Jaspal’s unique selling proposition?
Since Jaspal is a local brand, it has the advantage of knowing the local market, consumer behaviour and trade practices. We know that local consumers are always on the lookout for trends and new products thus each Jaspal store is supplied with new arrivals every week. In addition, we believe in providing value for money and affordable products to the customers rather than competing on price alone. Another branding strategy is to position ourselves on a global level through famous models and designers, some of which include Kate Moss, Gisele Bundchen and Jonathan Saunders.

How do you decide upon your next range?
We do market research together with our in-house designers to determine what the market wants and what similar products our competitors are offering customers. We also look at international trends and ways to adapt these trends to meet local needs.

How do you measure your success?
Currently Jaspal owns another nine local brands, with over 250 stores in Thailand and three stores in Malaysia. I am happy to say we have been successful in creating brand awareness. In addition, Jaspal Group is the sole distributor of four international brands. We are considered as the leading local fashion brand, given that we have been operating in this industry for a long time.

Why did you set up stores in Malaysia?
Malaysian customers purchasing patterns are relatively similar to Thai consumers, making it easier for the brand to establish itself in the market. Also, weather conditions are alike, which is a plus as Jaspal specialises in producing clothing suitable for an Asian climate.

What do you think is the future of the Thai fashion industry?
There is still huge potential for the Thai fashion industry. We can see that among ASEAN countries, Thailand is the leader in the fashion industry. Singapore and Hong Kong used to be leaders but they are more prone to buying international brands, whereas in Thailand locally-owned brands still exist and have gained more popularity. This is why we keep developing products and various brands to cater to the differing needs of different target markets. We are constantly doing research and making sure that we are able to stay one step ahead in this fast-moving industry.

What special events have you got planned for 2015?
We all know that the establishment of the AEC in 2015 will have a significant impact on the industry, hence we are planning on exporting to and opening stores abroad, possibly in Vietnam and the Philippines. We don’t rule out the possibility of entering new overseas markets as a franchisor or wholesaler either.

Words by Manisa Phromsiripranee