Fly on Corporate Wall

“From now on, it will be the golden era for many industries. To me, the sun now rises on the East,” Somchai is quoted as saying in Lips magazine.
Recalling the much-heralded “Bangkok Fashion City” campaign of the Thaksin government, Somchai said it’s not just a catchy slogan – it’s true – Bangkok is now permanently on the world’s fashion map.
Having worked for 30 years to build Flynow and now working for At Bangkok Co, which handles a number of labels, Somchai foresees nothing but bright prospects.
“If any of you have seen the work of students, you will be impressed. At their age, they have done things I couldn’t in my time.”
Somchai also downplays the threat of overseas fashion labels, and instead says it’ll be the uniqueness and creativity of Thai designers that wins over foreign markets.
Flynow is proof of that, he says.
“A lot of celebrities and millionaires fly here and buy our high-end clothes, each having a six-digit price tag. And many leading stores around the world have bought our clothes. Many bought our products at international fairs. We also have our sales representative in Kuwait. They know the quality and reputation of our brand.”
While the government is trying to boost direct exports, Somchai says he has other ideas. He told a government official recently that exports don’t only mean selling products at fairs or having branches abroad.
“I can see that 60 per cent of our clients are foreigners who come to Thailand to shop and if the government can boost shopping, it would be a valuable indirect export channel.”
But first and foremost, Somchai wants to strengthen Flynow’s local market, with the brand’s fashions being marketed in all segments, not just high-end.
Next month, Flynow will open a flagship shop at the newly renovated Siam Centre.
It will also launch a new brand, Malang Garden, which aims to compete head-to-head with such foreign fashion giants as H&M, Uniqlo, Mango and Zara. Malang Garden’s togs will be priced between Bt1,000 and Bt2,000.
That will complete the Flynow product line for all segments, from the high-end Flynow gold label to the black and white labels for off-the-rack everyday wear.
It’s not a far-fetched dream to see the brand become a favourite among regional consumers when AEC is implemented.
“As the European economy is in decline, who knows? In the future, we may take over European brands or form a joint venture,” Somchai says. “I think it’s surely a golden era for the Thai fashion industry.”

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