Gaysorn seeks to boost proportion of male customers

Gaysorn is pushing its “refined luxury lifestyle” strategy, bringing together a broad selection of exclusive items from more than 20 international men’s fashion and lifestyle brands, all presented in flagship and exclusive stores clustered within the mall under the “Gaysorn Gentlemen’s Code” concept.
The company also introduced Jay Spencer as its “Gentleman Ambassador” and Pramote Rienjaroensuk as “Timepieces Ambassador”.
“Gaysorn continues to grow our business under the concept of ‘Gaysorn House of Luxury’ to underline our leadership as the centre of flagship and exclusive stores of world-class brands,” marketing director Rungyos Chantapasa said. “This goes in parallel with our proactive marketing with a strategic focus on fulfilling the needs of our niche market.
“And most recently, we are introducing a new marketing strategy based on our refined luxury lifestyle strategy by presenting the new concept of ‘Gaysorn Gentlemen’s Code’ … presenting an ultimate selection of brands most celebrated by men for their long heritage, artful and masterly craftsmanship and special attention to the last detail. These brands, with their ability to inspire men’s global fashion trends, are now housed all together within Gaysorn.”
Gaysorn says its “Gentlemen’s Code” marketing model opens up a new dimension of exclusivity in luxury shopping with an impressive variety of men’s favourites from more than 20 world-class brands in three key categories.
First, the fashion category encompasses men’s wear and accessories in both made-to-measure and ready-to-wear styles. It accounts for 78 per cent of men’s products offered by Gaysorn and includes such brands as Hugo Boss, Emporio Armani, Brioni, Ermenegildo Zegna, Della Spiga and Salvatore Ferragamo, as well as top accessory brands such as Louis Vuitton and Fratelli Rossetti.
The lifestyle category offers a range of men’s products, from super-luxury items like Leica cameras and Vertu mobile phones to Tumi and Rimowa premium luggage and Davidoff cigars and accessories, as well as spa products and restaurants.
The third category, timepieces, is one of the most popular areas of interest among men. It makes up 12 per cent of the men’s product offerings at Gaysorn through 20 selected brands from six official distributors, from the likes of PMT The Hour Glass, Pendulum, Roger Dubuis, Montblanc, Bovet and TAG Heuer.
“The concept centre of men’s fashion and lifestyle shopping occupies 35 per cent of Gaysorn’s space, so the customers can enjoy a much better shopping ambience, and we believe this will induce more spending,” Rungyos said.
“Based on our records, each customer spends an average of Bt250,000 per visit, with 53 per cent of sales generated by timepieces, 32 per cent by fashion products and 15 per cent by lifestyle products. Spenders in these categories can be divided into 60 per cent men and 40 per cent women.
“With our launch of Gaysorn Gentlemen’s Code, we hope to build men’s awareness and increase men’s share of our customer base from 20 per cent at present to 40 per cent in the future. Our expansion effort will be targeted at professionals, new-generation business owners, high-level business executives and young succeeders, for example.”