ASAVA – Transitioning from Fashion to Lifestyle Retailing?
Explore ASAVA's bold ambition to transition from a fashion line to a lifestyle retailer — will they successfully reshape our daily lives?
At a glance
Year Founded
2008
Location
Bangkok, Thailand
Store Branches
5
Revenue
US$ 4.7 million
(As of 2022)
Abstract
ASAVA, a prominent Thai fashion brand, aspires to transition into a comprehensive lifestyle retailer. Founded by Polpat Asavaprapha, the brand has successfully established itself through a diverse portfolio of clothing lines ranging from high-end fashion to affordable streetwear.
This case study delves into ASAVA's strategic initiatives to expand beyond fashion and examines the challenges and opportunities associated with ASAVA’s ideal transition. Key questions include whether the brand can successfully balance its fashion heritage with its lifestyle aspirations, and how it will differentiate itself in a competitive market by analyzing ASAVA's business model, brand positioning, and partnerships.
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(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
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