KASIKORN RESEARCH CENTER (KResearch) views that the ‘Korean Wave', with its mania for Korean stars, singers and TV series, has played a great role toward recent fashion trends in Thailand, particularly among teenagers. Korean fashions have thus become a product style coming into vogue.
KResearch views that Thai garment manufacturers may increase their sales by revising their marketing strategies based on this trend. They may introduce more colorful garments that are easy to wear and designs that follow the fashion trends popularized by Korean stars. Garment manufacturers should consider factors that affect the purchase decisions of target consumer segments, such as their purchasing power and the tropical climate of our country.
However, it is hard to predict how long the Korean craze will last, so manufacturers should manage their inventories with appropriate production volumes and monitor changes in fashion trends, as well as improving product quality to maintain demand and customer acceptance.
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