sretsis brand case study

Sretsis

Background

• Sretsis, “sisters” spelled backwards

• First started small in an apartment in New York

• The first official collection is “Heart”, launched in Elle Fashion Week Bangkok 2003

• First shop in Thailand is located in Gaysorn

• Offers women clothing and accessories

• Has clothing line for 2-8 children called “Little sister”

• Starts more casual clothing line called “Sincerely Yours”

“Heart”, 1st official collection

Designers

• Pim – creative director, graduated from Parsons School of Design

• Kly – marketing executive

• Matina – looks after jewelry line “MatinaAmanita”

Brand concept

• “Stubborn sweetness and rebellious spirits”

• Modern vintage

• Adds a hint of childhood fantasy

• Luxury, daily wear

Target group

• Women who do not follow fashion trend and confident

• More than 25 years old

• High income since the prices are between 2,500 – 50,000 Baht

• 60% of customers are Thai 40% are foreigners

PR and Marketing Tools

Below the line

• Product Placement in magazines to communicate with the customers; for example,• Dichan (Thailand)• Nylon Japan• Elle Girl Japan• Marie Claire US

• Participates in fashion show events; e.g. Bangkok Elle Fashion Week, Mercedes Benz Fashion Week Japan

Sale promotion

• Available online and offers discount through this channel

• Zalora (Thailand)

• I Heart Tokyo (Japan)

• Maxmillia (Australia)

CSR

• Created a collection with SoroptimistCharity in 2013 to help improve women and girls’ lives

Co-creation

• Sretsis and Workshop collection “Rework”

• This kind of co-creation is usually a collaboration b/w a high-end brand and a high street brand; e.g. Kate Spade for Keds, Alexander Wang for H&M

Competitors

• Disaya – the concept is “playful but sophisticated”. Also uses Hollywood celebs (e.g. Jennifer Lopez and AgynessDeyn) to set the brand position

• Wila – introduces itself as an alternativeclothing brand to bring out girls’ confidence. Style is modern vintage. The price is a little cheaper.

Success

• From sewing in an apartment, they rose to become a big brand

• Due to popularity, they are able to open flagship store in Japan and also available in many countries; e.g. Kuwait, France, USA, China, UAE, and Singapore.

• Sretsis is also available in other 15 countries in multi-brands stores

• Available now in Thailand at Paragon, Central Embassy, and The Emporium (Matina)

Success

• First targeted Hollywood celebs to set their brand position

• Showcase in Mercedes-Benz Fashion Week, Tokyo

• Selected to be featured in leading fashion magazines

Success

• Popular among Thai and Hollywood celebs

• Paris Hilton

• Katy Perry

• Beyoncé Knowles

• Other Thai celebrities

Thank you