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Case
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Reference no. 598-027-1
Subject category: Marketing
Authors: Teresa E Dana (Nanyang Business School (NTU))
Published in: 1998
Length: 13 pages
Data source: Generalised experience

Abstract

Best Garment makes men''s and women''s clothing in Bangkok. The shop''s main customers are tourists, staying at nearby hotels and wanting custom-made suits and dresses, sewn in a few days. Such customers want to take advantage of the assortment of quality fabrics (namely silks). There are concerns, however, that many big Western-style department stores are opening in the area, with ready-made clothing. This changing retail environment needs to be addressed by the owners of Best Garment if they wish to survive.
Location:
Industry:
Size:
Small

About

Abstract

Best Garment makes men''s and women''s clothing in Bangkok. The shop''s main customers are tourists, staying at nearby hotels and wanting custom-made suits and dresses, sewn in a few days. Such customers want to take advantage of the assortment of quality fabrics (namely silks). There are concerns, however, that many big Western-style department stores are opening in the area, with ready-made clothing. This changing retail environment needs to be addressed by the owners of Best Garment if they wish to survive.

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Location:
Industry:
Size:
Small

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