Lee Cooper jeans leave the market!
The end of March 2024 will be another day when the marketing of the popular jeans from England will end. “Lee Cooper” In Thailand when DKSH (Thailand) Co., Ltd., the importer and distributor, decided not to continue. Therefore, the company proceeded to dispose of the product “Liquidation sales” Or liquidation sale by reducing the selling price by up to 90%, and repeating this in each branch.
However, after inquiring with the sales staff at the Lee Cooper Outlet Store, it was confirmed that DKSH would no longer continue with the marketing. Therefore, the available products must be discounted by 90% in each branch, and the products in stock will be gradually added to the storefronts until they run out. As for the reason for stopping marketing. Employees reported that the brand entered the market at a very bad time. Because it was during the coronavirus (COVID-19) outbreak.
To clear inventory, this can be observed as well as customers coming in and purchasing products frequently. Different dealers go ahead and collect a good number of products for sale. The sale was announced via online social media platforms. Some add an additional 100 baht to the price, not including transportation and shipping costs.
Reversing DKSH's plan to bring Lee Cooper to invade Thailand.
In 2022, Krungthep Turakij gave an exclusive interview The Head of Retail at DKSH (Thailand) Co., Ltd. explains why he brought “Lee Cooper” jeans from England to the market in Thailand. Because looking at the product market, “denim fashion” or jeans in Thailand is still expanding. And it has the potential to grow
On the other hand, there are new products that can be added 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 was the marketer of Levi's jeans, the world's oldest brand dating back more than 170 years, for 25 years before Levi “spun off” it. Co.) went into business. I marketed Levi's jeans 100% myself on April 1, 2022, when said income portfolio disappeared. It is normal in DKSH. New products must be found to make money to replace those parts.
Expanding DKSH's fashion portfolio there are not only “Lee Cooper” jeans, but also streetwear brands. Mossimo® is also from the United States
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 witnessing intense competition!
To get an overview of the denim or denim market, the value of information shared by entrepreneurs in the media is significant, and will range from 1 to 20 billion baht.
As for strong brands that 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 has withstood the competition for a long time will enter 50 years, and so on.
Meanwhile, fashion products from Thai brands, international small and large brands as well as fast fashion brands, all have “jeans” in their product range. This gives consumers many “choices”.
As for the prices, there are many things to choose from, from the mass market, the middle market, the high market, or you can say that there are jeans products for sale in the market ranging from “hundreds” to “dozens”. Thousands of baht each.
However, when DKSH stopped marketing Lee Cooper jeans in Thailand, employees said it was a shame. We will have to watch who will play the role of distributor for the brand again in Thailand.
“Unapologetic communicator. Wannabe web lover. Friendly travel scholar. Problem solver. Amateur social mediaholic.”