Triumph plans 'flagship stores'

The move is designed to communicate with female customers about "the brand of luxury" under the concept of "women heaven", said the company's general manager for marketing and sales, Chak Chalermchai.

Japan is the first country in Asia in which Triumph established a flagship store, he said.

He said that the company has launched a new bra collection called Zero to Sexy for the second half of the year, as part of the global campaign. It has allocated Bt5 million on marketing activities for this collection.

"The parent company in Germany hopes that the latest collection can contribute more sales to the group. In Thailand, the collection targets sales of Bt100 million in the second half," Chak said, adding that the sales target was conservative due to economic and political instability.

Chak said that the Thai company might record total annual sales revenue growth of 5 per cent this year, a decline from growth of between 10 to 15 per cent on average in recent years.

The company posted sales growth of only 2 per cent in the first half, citing a strike late last year that affected production. But the problem was resolved.

The company believes its sales growth will starts resuming in this third quarter, thanks to the new collection and a one-price promotional campaign for some existing collections.

It launched the one-price product at Bt249 last month to approach what it calls "economy customers". The campaign boosted sales growth in July to 25 per cent from June. The campaign will run through next month.