I Henry Como • BRAND DOCUMENT ENGLISH EDITION PROPOSAL 2023
II Henry Como • Henry Como • CONTENTS 01 02 06 08 Brand Registration Document HENRY COMO Trademark Brand Line-up Denim in Fashion Retail Market
III Henry Como • 18 24 28 44 34 12 Competitor Analysis Inner Space Factory Concept Store Collection Structures of HENRY COMO
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V Henry Como • is a partnership opportunity to showcase and sell Henry Como products at Central Department Stores. The purpose of this proposal
VI Henry Como • Henry Como • Brand Registration Document Henry Como •
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02 Henry Como • Henry Como • HERY COMO Trademark Brand Story Since 1984
03 Henry Como • We have our own factory to create the products to serve the customers both retail and wholesale. The factory is located in Bangkok, Thailand. Over the years, we have evolved and adapted to the ever-changing fashion and business landscape, but we’re staying true to our core values of quality and style. As we look to the future, we are excited to explore new opportunities and partnerships that lie ahead but won’t forget who we are as an original equipment manufacturer in Thailand. Henry Como Jeans is a renowned denim brand based in Thailand, with a rich history that dates back to its establishment in 1984. With over 40 years of experience, our brand has become synonymous with the highest quality jeans, crafted with passion and enthusiasm. From humble beginnings as a small family business venture, Henry Como Jeans has grown into a trusted name in the wholesale denim industry. We have continuously strived to deliver jeans that not only meet but exceed the expectations of our customers. Our dedication and commitment to At Henry Como Jeans, we believe in the power of denim to inspire confidence and express individuality. Our products are designed and manufactured to ensure the perfect fit, comfort, and durability. We take pride in using only the quality materials and employing local skilled artisans who bring our designs to life. “Henry Como Jeans: A Timeless Legacy of Denim Excellence Since 1984.”.
04 Henry Como • Henry Como • Brand Concept
05 Henry Como • The philosophy behind Henry Como is “Affordable Meets Comfort in Every Stitch”. “Affordable Meets Comfort in Every Stitch”. We believe in the perfect blend of affordability and comfort. We understand the importance of finding jeans that not only fit your budget but also provide unparalleled comfort throughout the day. At Henry Como, we know that everyone deserves access to jeans that make them feel good and look stylish without breaking the bank. Our jeans are thoughtfully designed with a focus on comfort, utilizing quality materials and industrial manufacturing techniques. We prioritize softness and flexibility, ensuring that our jeans move with you, allowing for unrestricted movement and all-day comfort. Therefore, Our mission is to offer jeans that not only feel incredibly comfortable but also, without burdening the wallets. 05 Henry Como •
06 Henry Como • Henry Como • Men’s Jeans: Men’s Pants and Chinos: We offer a diverse range of jean styles, such as Slim, Straight, Taper, Wide, and Shorts which are available in various washes and colors. Beyond jeans, Henry Como provides a selection of pants and chinos that offer comfort and versatility, suitable for both casual and formal occasions. 06 Henry Como • Brand Line-up
07 Henry Como • Brand Line-up Henry Como provides wide product line-up that includes: Denim Jackets: Iconic denim jackets for men are a popular choice, featuring classic designs like the trucker jacket, available in different washes and finishes.
08 Henry Como • Henry Como • Denim in Fashion Retail Market The denim retail market is a highly competitive sector within the fashion industry. Key trends in the market include the growing demand for fashion trends and popularity of casual wear. The market size of the denim retail industry is significant, with an expeced global value of $85 billion by 2025. Asia Pacific is the largest consumer market for denim, followed by Europe and North America. Key players in the market include Levi Strauss & Co., H&M, VF Corporation, and Gap Inc. These companies offer a wide range of denim products and create different consumer product choices. Overall, the denim retail market is a significant sector of the global fashion industry and has become a timeless fabric loved by people of all ages, genders, and backgrounds, making it a versatile and enduring wardrobe staple. 08 Henry Como •
09 Henry Como • Thai Denim Fashion Market The denim retail market in Thailand is a significant segment of the country’s fashion industry. Below are the list of a market analysis summary based on the current denim market of 2023; The presence of international brands, local production capabilities, and consumer demand for denim jeans contribute to the market’s potential. As sustainability and innovation continue to shape the denim industry, Thai retailers can leverage these trends to meet evolving consumer preferences and drive growth in the denim retail market. Therefore, for this analysis, denim market has potential to attract more customers over the years and have potential growth in Thai economy. The global denim jeans market size was estimated to be worth USD 64.5 billion in 2022 and is projected to reach USD 95.2 billion by 2030, growing at 5% over the analysis period. Thailand is recognized as a hub for denim production, attracting international brands due to competitive pricing and easy availability of raw materials. Denim jeans remain popular among Thai consumers, with a wide range of options available in various retail outlets, including local markets and international brands. Sustainability and eco-friendly production practices are gaining importance in the denim industry globally, and this trend is likely to influence the Thai denim market as well. The denim market in Thailand is expected to benefit from the high adoption of western wear among the youth population in the region.
10 Henry Como • Henry Como • The most significant procedure of Henry Como is adaptation. We believe that we have to adapt based on changing consumer preferences and market trends. Here are some strategies that we will also use: Henry Como’s Strategy in Denim Market 10 Henry Como •
11 Henry Como • Innovation: 01 03 02 04 Expansion: Digital Marketing: New Product Categories: Introducing new products monthly will attract new customers and drive revenue growth. We will use social media to get in touch with our customers and run digital advertisements, and promotions to reach the target audience in order to drive sales. We will expand our products to reach new markets and opportunities. Companies should continually innovate with designs, trends, styles, and colors to drive the demand for denim jeans.
12 Henry Como • Henry Como • Structures of Henry Como Henry Como •
13 Henry Como • Henry Como is a Thai Denim brand that has been creating and manufacturing affordable jeans for over 40 years. Our philosophy is “Affordable Meets Comfort in Every Stitch.” We believe in the perfect blend of affordability and comfort. We understand the importance of jeans that fit your budget while providing unparalleled all-day comfort. Our thoughtfully designed jeans prioritize softness and flexibility, utilizing quality materials and industrial manufacturing techniques. We ensure our jeans move with you, allowing for unrestricted movement. Our mission is to offer jeans that feel incredibly comfortable without burdening your wallet. Main Concept • Affordable • Comfortable • Confidence • Thai Henry Como Characteristic 13 Henry Como •
14 Henry Como • Henry Como • Target Group Brand Image Henry Como’s target group centered on a Thai demographic segment of males between the ages of 22 and 35. However, we also had campaigns that were designed to attract men up to 45 years old. For our online Audience, we try to target the younger generation from the age group of 16-22 years old. Not only the Thai customers that we have, we also have foreign customers that purchase our jeans during their visit in Bangkok, Thailand. Henry Como is an affordable jeans brand that strongly emphasizes the perfect blend of affordability and comfort. Our brand image is built on the belief that customers deserve jeans that fit their budget while providing uncompromised comfort. Henry Como’s brand image presents a trustworthy and customer-centric brand dedicated to providing a superior jeans experience. With an emphasis on affordability meets comfort, the brand aims to serve budget-conscious consumers by offering a range of stylish and high-quality jeans that don’t compromise on comfort or affordability. We take pride in using only the finest materials and employing skilled artisans who bring our designs to life. Our products are precisely designed and manufactured to ensure the perfect fit, comfort, and durability. Quality 14 Henry Como •
15 Henry Como • Number of Sizes XS S M L XL 2XL 3XL 4XL 5XL 6XL 7XL 8XL 28 30 32 34 36 38 40 42 44 46 48 50 Our sizes are based on the waist of our customers in inches. We also offer plus sizes.
16 Henry Como • Henry Como • Marketing Guidelines We take pride in using only the finest materials and employing skilled artisans who bring our designs to life. Our products are precisely designed and manufactured to ensure the perfect fit, comfort, and durability. We take pride in using only the finest materials and employing skilled artisans who bring our designs to life. Our products are precisely designed and manufactured to ensure the perfect fit, comfort, and durability. Product Pattern 16 Henry Como •
17 Henry Como • Original Jeans 1,190 THB Shorts 990 THB Jacket 1,290 THB Promotion 1,190 , Buy 1 get 1 Free Cynthia Kern Product Quality Price We take pride in using only the finest materials and employing skilled artisans who bring our designs to life. Our products are precisely designed and manufactured to ensure the perfect fit, comfort, and durability. 17 Henry Como •
18 Henry Como • Henry Como • Competitor Analysis Denim products can be grouped as follow: Imported products (international brands) such as GUCCI, DIOR, and GIORGIO ARMANI Distinctive style / World Class Fashion Leader / Unique design and materials with beautiful cutting and couture tailoring techniques High-end and Luxury shopper - Niche markets 20,000-100,000 THB Imported products (international brands) such as GUESS, ARMANI EXCHANGE, LEVI’S, NUDIE JEANS, and CALVIN KLEIN Distinctive Style / Clear product image / Trendsetters / Material produced with quality materials High-end and Upper-middle class shopper 2,000-20,000 THB A+ A Product Image Target Groups Price
19 Henry Como • Local corporated brands such as JASPAL, GREYHOUND, LEE, WRANGLER, LEE COOPER, REPLAY, and CHAPS Followers of Western Trends / Trendy / Material imported Local upper-middle class shopper, teenagers 1,000-10,000 THB Local corporated brands such as GASOLINE, JACK RUSSEL, NIYOM JEANS, BLACKSHEEP JEANS, DAVIE JONES, and SIMPlE & RAW Followers of Western brands and trend / Materials available locally or imports / manufacture locally / coming soon corporate brands middle-class shopper / general public with moderate income 500-2,500 THB Local corporated brands such as retail brands and wholesaler at Pratunam, Jatujak, and Boebae market Quantity over quality, mass products, Mostly import from China, some are made in Thailand Local, function based buyers 100-1,000 THB B+ B C
20 Henry Como • Henry Como • Low Price High Quality Low Quality Jack Russel Henry Como Mc Jeans
21 Henry Como • Jack Russel Henry Como’s Market Positioning Image and Quality B Pricing B High Price Mc Jeans Wrangler Levi’s Nudie
22 Henry Como • Henry Como • Henry Como’s Advantages over Business Opponents Years of Experience Affordable Pricing With a history that dates to 1984, Henry Como has built a strong foundation and expertise in the jeans industry, ensuring a quality product. We offer affordable prices, making them accessible to a wide range of customers without compromising on quality. 01 02
23 Henry Como • Local Manufacturing Quality Materials Fit and Comfort Trust and Reputation Customer Satisfaction Being made locally in Thailand, Henry Como Jeans supports local industries and contributes to the local economy. Brand prioritizes the use of quality materials in our jeans, resulting in durable, comfortable, and long-lasting products. Henry Como Jeans are designed to provide a comfortable fit, ensuring that customers feel at ease while wearing them. With years of experience and a commitment to delivering value, Henry Como has built a trusted brand name and a reputation for providing quality jeans at an affordable price. With a focus on customer satisfaction, Henry Como strives to meet the needs and preferences of their customers, providing a positive shopping 03 experience. 04 05 06 07
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34 Henry Como • Henry Como • Collection
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44 Henry Como • Henry Como • 44 Henry Como • Concept Store