Thailand’s Supersports stores rebranded as fashion shops
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Thailand’s CRC Sports has rebranded its Supersports business as a sports fashion store in a move targeting millennials. Last month’s rebranding modernises the business’s image and transforms the performance store model into the fashion world. The logo has also been revised with green motifs to suggest environmental awareness.
Three Supersports stores have already been updated with the new look, including the CentralWorld location, with 50 stores scheduled to follow early next year.
President Tony Morton said: “Our new motto is ‘The new Supersports, where Sport is fashion’, in response to the trend of millennials being fashion-conscious, cool, healthy and cheerful.”
The firm will also expand its online sales efforts in the coming year, with the total market size for sporting goods in Thailand expected to be worth THB30 billion (US$916.3 million) by the end of this year.
Supersports drew in THB300 million ($9.163 million) in online sales last year – 3.5 per cent of Supersports’ THB8.5 billion ($259.78 million) total revenue – and expects online sales to reach THB500 million ($15.28 million) next year.
Questions & Answers
Q.What is the primary reason behind Supersports' rebranding and shift in focus?
What is the primary reason behind Supersports' rebranding and shift in focus?
Supersports rebranded to target millennials, transforming from a performance store model to a sports fashion store. This responds to the trend of millennials being fashion-conscious, cool, healthy, and cheerful, as stated by President Tony Morton.
Q.How many Supersports stores will adopt the new sports fashion concept?
How many Supersports stores will adopt the new sports fashion concept?
Three Supersports stores, including the CentralWorld location, have already been updated with the new look. An additional 50 stores are scheduled to follow early next year, completing the rollout of the new concept.
Q.What are Supersports' projections for its online sales growth in the near future?
What are Supersports' projections for its online sales growth in the near future?
Supersports anticipates its online sales will reach THB500 million ($15.28 million) next year. This follows THB300 million ($9.163 million) in online sales last year, which represented 3.5 per cent of their total revenue.
Q.How does Supersports' new branding reflect environmental awareness?
How does Supersports' new branding reflect environmental awareness?
The revised Supersports logo incorporates green motifs specifically to suggest environmental awareness. This is part of the overall rebranding effort to modernise the business's image for its target demographic.
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