Sabina spurs lingerie market, attracts cat enthusiasts with “Cris’s Collection IV by Sabina”, targeting 40-million-baht sales
Sabina is gearing its lingerie business with special collection strategy as the company launched the new “Cris’s Collection IV by Sabina” in a year-end move that highlights Cris Horwang as the designer. The fourth collection by the famous entertainment star comes with “The World Turns Around Me” concept that drew its inspiration from cats’ traits and features functions that address modern, fashion-conscious women. With full-fledged marketing and special promotions in place, the company is targeting collection sales of 40 million baht.
Mr. Amornthep Asepunya, Director of Strategic & Business Development, Sabina Pcl., said: “As Thailand’s leading brand of lingerie innovations, Sabina consistently reinvents the lingerie world. During the past year, special collections were embraced as one of our key marketing strategies. In particular, Cris’s Collection by Sabina emerged as our flagship series, having won robust support from consumers with collections like “Breakfast In Bed & Candlelight Dinner”, “Guilty” and “Dancing on the Rainbow” that brought new vibes to the Thai market for lingerie previously.”
“Cris’s Collection by Sabina thrived on our successful use of entertainment star, Cris Horwang, as the designer who subtly brought her trendsetting fashion and individual style to lingerie,” he commented. “It combines fashion with women’s sought-after functions. Based on our plan to release three collections from this series per year, we’re today introducing the Cris’s Collection IV by Sabina with design concept of “The World Turns Around Me”. The fourth collection designed by Cris Horwang is primarily targeted at modern women who love design appeals of special collections.”
Cris’s Collection IV by Sabina is inspired by characteristic traits of cats: they are playful, fawning and yet arrogant. These natures are portrayed through cartoonish illustrations and novel graphic designs of cat’s postures. The new collection perfectly combines a comprehensive range of lingerie functions that women will love. It comes in six sets of design choices with altogether 34 items to choose from, including brassieres in cup sizes from A32 to D36, matching panties, and signature items like corsets, high-waist panties and bodysuit sleepwear at prices ranging from 490 to 1,690 baht.
Mr. Amornthep continued: “The launch will be supported by an integrated communications campaign that encompasses above- and below-the-line communications, such as fashion sets in magazines, a roadshow to sales points in department stores nationwide, multi-channel exposure of the products on images of designer Cris Horwang, and CRM via SMS to keep members updated (EDM). In addition, social network marketing will be done via Cris’ Instagram and cat lover’s Facebook pages. We have also planned a CSR campaign that will donate part of sales proceeds from this collection to Homeless Cats Helper Club in support of their charitable work for stray cats.”
“We are confident that Cris’s Collection IV by Sabina will be eagerly embraced by the consumers and expect this collection to generate sales of 40 million baht. As for the Cris’s Collection by Sabina series at large, we target sales of 120 million baht or 4-5% of the company’s total sales this year,” concluded Mr. Amornthep.
Explore “Cris’s Collection IV by Sabina: The World Turns Around Me” at Sabina Boutique Shop, Sabina Counter in department stores nationwide, and on Sabina’s online channels. As a special promotion, customers with collection purchase of 3,000 baht or more before 31 October 2014 can expect a “Midnight Cat” design umbrella worth 650 baht as a giveaway. For more information, please visit
www.sabina.co.th,
www.facebook.com/sabina.click2 and Sabina_IG on Instagram.
