The retail sector is gearing up for a vibrant summer as two major campaigns launch across Thailand, aiming to boost consumer spending and celebrate local culture. The Mall Group is mobilizing significant resources for its ‘THE EPIC SUMMER – CATION’ campaign, which runs from March 14 to April 23, 2025, with plans to select more than 120 fashion and sports brands for exclusive shows, engage customers with exciting deals, and create memorable retail-tainment experiences.
Khun Waralak Tulaporn, Chief Marketing Officer of The Mall Group, enthusiastically stated, "The campaign's summer effect has triggered growth in the retail industry, encouraging consumers to spend and stimulate Thailand's economy." The company has allocated 300 million baht to this effort, marking a notable increase from the previous year’s investment of 220 million baht. This push aligns with the government’s economic stimulus project, “Easy E-Receipt 2.0,” which recently reported a 30% increase in sales over just 44 days.
The summertime initiative features live fashion shows, including the ‘THE EPIC SUMMER JOURNEY FASHION SHOW,’ showcasing over 100 models and collections from leading designers. Celebrated Thai brands like OH! JUICE will contribute by launching exclusive smoothie flavors, enhancing the indulgent shopping experience for consumers. Shoppers can expect substantial savings, especially those using credit cards from partnering banks like UOB and Bangkok Bank, which offer exclusive discounts and promotions ranging up to 70% off selected items.
Simultaneously, the Siam Center is collaborating with the Tourism Authority of Thailand to pioneer the “Siam Center x Amazing Thailand The Fashion Runway.” This initiative, aimed at promoting Thai Soft Power, showcases the beauty and craftsmanship of Thai fabrics by integrating modern fashion design elements from all four regions of the country. Apichai Chatchelimkit, Deputy Governor of the Tourism Authority, emphasized the importance of this collaboration, stating, "This fashion show presents the unique identity of Thailand's fabrics, combined innovatively for global appeal." The fashion elements will serve not only to attract locals but also international tourists, reinforcing Thailand’s cultural heritage.
The events planned at Siam Center are part of the broader SIAM CENTER the Summer Trendsetter 2025 campaign, which emphasizes inclusive fashion with participation from new-generation designers and pop-up stores featuring trending summer collections. An array of activities including fashion presentations and seminars is scheduled to draw attention to the modern twists on traditional designs.
Both The Mall Group and Siam Center understand the importance of captivating and enjoyable customer experiences, particularly as Thailand works to rebound from economic challenges exacerbated by the pandemic. With expectations of GDP growth projected at 2.4% for 2025, businesses are hopeful for increased foot traffic and revenue from both local residents and visiting tourists. The Mall Group aims for more than 15% growth in customer visits during this campaign compared to prior months.
So, as summer approaches, both The Mall and Siam Center invite shoppers and fashion enthusiasts to partake in their exciting offerings, and the synergy between economic rebirth and cultural appreciation stands as one of the most promising retail strategies seen in recent times.
With high hopes riding on these engaging initiatives and campaigns, the coming weeks are poised to be active for consumers and retailers alike. Both establishments showcase their commitment to enhancing the shopping experience and fostering community connections through innovative programming.
The messaging is clear: together, they aim to reinvigorate and celebrate the essence of Thailand during this summer season, ensuring shoppers leave enriched both financially and culturally.