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Published on October 6, 2007

Big C Supercentre will renovate three zones in all its branches as part of a major re-branding next year.

The zones are men's products including cosmetics, electronic consumer products and fashion clothing, vice president for marketing and communications Jariya Chirathivat said yesterday.

The restructuring will start with Big C's new branch in Chiang Mai, which opens next month, and will gradually be applied to all branches. The new look will be displayed in all branches by the end of next year.

Jariya said Big C had tried to focus on being an operator of modern and fashionable supercentres when it was established 14 years ago, but it turned out that many other such stores concentrated only on offering cheap prices, which eventually created their image as cut-rate shopping malls.

However, Big C has conducted research and found that while there is still high demand for products with reasonable prices, consumers also want a modern look. This has led the company to embark on its re-branding programme.

The consumer electronics department currently contributes 20 per cent of Big C's annual sales, followed by the fashion zone with 15 per cent and the men's zone with 2 per cent.

Jariya said Big C had to adjust the consumer electronics department to follow the quick movement of new technological products. And it will expand the area for the fashion zone from 20 per cent of the overall commercial area to 25 per cent.

Big C plans to allocate a separate marketing budget of Bt50 million to promote the three zones.

Its latest marketing activity for fashion is "Big C Model Search 2007", which focuses on finding models to present four major brands. It will also arrange two fashion shows per year.

Merchandising director Chulaporn Vetchaphong said the presenters would enable consumers to easily identify the four brands.

Big C expects sales from the fashion department to grow 10-13 per cent this year, well off last year's 22-per-cent growth.

Chulaporn said the economic slowdown was a major negative factor for the fashion department, where spending per bill ranges from Bt200 to Bt300.

The department has more than 10 brands, of which only one - Mc Jean - is not a house label.

Big C will construct five new branches next year at a cost of Bt350 million to Bt500 million each, Jariya said.

Nitida Asawanipont

The Nation