Issue 35

Mosstories designer, Chatkeo Srisuwan, talks to Horizon Thailand about the success of her business and how Thailand is a leader in the fashion industry.

How did you get into the fashion business?
It all started as a hobby. I have always been interested in designing accessories, and, together with my friends, we started selling them on a roadside stand. Soon, we had many customers and that led me to establish the brand Mosstories in 2006. We opened our first two stores in the Jatujak Weekend Market and Suanlum Night Bazaar. Later we opened at Zen department store and Siam Square. We started selling accessories first then expanded the product line to clothing, bags and shoes in 2007. The feedback was really positive, and I decided to pursue my education in fashion and design in order to improve my knowledge of clothing, bags and footwear.

What challenges did you face when you first started?
It was all about management systems. Personally, I think most designers would focus on their products rather than having a good operational system in place, and I can only say it is crucial to have an effective management system to ensure that the business operates smoothly from production to marketing and selling.

What sets your brand apart from your competitors?
I’d say uniqueness and the style. Most of my products have stories behind them hence they have originality. They are a mixture of various raw products and crafted with detail. The inspiration to create items comes from many things, such as travel, art, architecture, culture and people. In addition, we have a variety of products to cater to the demands of different customer groups.

Who are your main customers?
At first, we thought it would be teenagers and working people but the trend has changed and we can now say that it’s about lifestyle rather than age. Mosstories’s customers show a sense of self-confidence, are unique and want to be different from the crowd.

What are your main export markets?
Our international customers are mostly from Asia. Currently we export to Taiwan, Hong Kong, Japan and Singapore.

How do you maintain the quality of your products?
The business started with me selling products directly to customers, which gave me a chance to obtain direct feedback from them. They let me know what they liked and what kind of products they are looking for. Each time we come out with something new, we think whether the products will meet customers’ needs. Often I test the products on myself to ensure the quality, for instance, I try on new footwear to see if it is comfortable enough.

What are the strengths of the Thai fashion industry?
Thailand has so many advantages compared to neighbouring countries. Firstly, we have an abundance of natural resources, which certainly helps reduce manufacturing costs and enhances production capability. Secondly, Thai designers are extremely creative and they are encouraged to show their talent through their work. Lastly, skilled craftsmanship – Thai designers adopt a detail-oriented approach at each stage of their work from designing to manufacturing the products.

For more information, visit www.mosstories.com