The Founder and Designer of Heritage, explains how his brand has developed through focusing on local tailors rather than ‘fast fashion’.
Could you tell us about your brand?
‘Heritage’ started as a small shop I opened with my friends in 2001. Our works are mainly made from cotton, silk and linen from North and Northeast Thailand, designed in a Bohemian style. Our work focuses on detailed and select decorations with a delicate sewing technique. Our tailors are all local from Chiang Mai and Lamphun provinces. I have designed all the pieces myself and send them to the tailors with advice on how new patterns and sewing techniques can help advance their traditional skills.
What makes your products special in the world market?
Our brand has grown because we have adapted our designs to current world trends, while maintaining our identity. There must be either craft, flowers or a unique cutting style in its design and pattern. We also make use of any leftover materials to create accessories. Our production capacity is not very quick, as we focus on clothes tailored by local craftsmen, not fast fashion.
Who are your key customers?
In the past, we had retail, wholesale and tailor-made customers. Wholesale customers were from all over the world. For silk, our main market is in Europe, especially Italy and Greece, and China. For cotton, we export mainly to the US, Australia and China. Linen is a niche market online in Thailand and China. At present, we are paying more attention to the domestic market, such as galleries in hotels. Most of these clients we met at trade fairs, especially Styles and Bangkok Gems & Jewelry Fair.
What is the future for Heritage?
As previously mentioned, we can adapt to world fashion trends. However, the overall trade direction is heading towards e-commerce and social commerce. I think the world will be connected online. As for now our products are more suitable to niche markets. We need to find these customers so we have to develop our business channels into social commerce. We are now forming a team to target this group of customers. In addition, virtual trade fairs will help bring offline customers online.
What have you learnt from joining DITP projects?
In participating at STYLE Bangkok, and Bangkok Gems & Jewelry Fair, we have joined various training sessions and seminars explaining how to draw up business plans, pricing techniques, branding, and how to create striking displays. I would like to thank DITP for sharing all this knowledge, as well as providing us with the opportunity to enter new markets and form new business opportunities.
Words by Natthinee Ratanaprasidhi