CPS CHAPS strengthens brand DNA and expands customer base

These collaborations bring the artists' individual styles and distinct personalities into the clothing designs, in line with CPS CHAPS's concept of "CREATIVITY. PASSION. SELF."

To further augment the customer experience, CPS CHAPS has revamped its flagship store on the G Floor of Siam Center Shopping Center by introducing C.P.S. COFFEE, a lifestyle cafe within the store. The aim is to cater to fashion enthusiasts, music lovers and cafe-goers alike.

Mr. Apisit Singhsachathet, General Manager of CPS CHAPS, Jaspal Public Company Limited, shared insights on the brand's evolution, emphasizing that it never lost sight of its commitment to meeting the needs of young consumers. "CPS CHAPS is a Thai fashion brand that is familiar and has won the hearts of customers for over 44 years with its unique identity under the concept of 'CREATIVITY PASSION SELF'. It channels creative power into fashion that meets the needs of modern, confident people who want to create unique, 'cool' looks. To stay on-trend, CPS CHAPS releases new collections every month, as well as in line with different festivals and celebrations like Chinese New Year, Valentine's Day, Summer, the Olympics and Halloween, etc. This helps fashionistas stay up-to-date with the latest styles. Currently, CPS CHAPS boasts 45 branches nationwide."

Mr. Apisit added: "Our brand's DNA is deeply rooted in the fusion of fashion, music and lifestyle, which drives the inspiration for every collection. For the second half of 2024, CPS CHAPS is strengthening its brand identity by collaborating with leading artists across various musical genres. These collaborations go beyond traditional photoshoots; the artists themselves contribute to the designs, integrating their identity, personal stories and characteristics into the collections. For example, the CPS CHAPS | TIMETHAI collection features designs inspired by Dharmthai Plangsilp's body tattoos. Most recently, we launched the CPS CHAPS | 4EVE collection, incorporating the individual charm and unique style of each member of girl group, be it their eyes, handwriting, favorite pets or handwriting.
"This strategy not only reinforces our brand identity, but also attracts a new customer base, including concert-goers and fans who collect artist-designed merchandise. It's a holistic way of bringing CPS CHAPS into the lives of our customers," he said.

In addition to solidifying its fashion foundation, CPS CHAPS is expanding into the lifestyle sector through C.P.S. COFFEE. "CPS CHAPS' robust DNA is a crucial factor in our lifestyle expansion," Mr. Apisit said. "Our recent renovation of the CPS CHAPS flagship store at Siam Center elevates the customer experience by integrating a lifestyle cafe within the 470-square-meter space on the ground floor of Siam Center Shopping Center. C.P.S. COFFEE provides a stylish space where customers can relax and socialize while shopping, creating a more immersive retail experience. This approach also introduces the CPS CHAPS brand to cafe enthusiasts and extends the time customers spend in our stores, enhancing the likelihood of further purchases."

Ms. Malika Chawla, Senior Director of C.P.S. COFFEE, Jaspal Public Company Limited, elaborated on the cafe's integration within the flagship store. "C.P.S. COFFEE adapts its format based in location to align with customer behavior, from the flagship store at Sukhumvit 53 which offers the full coffee experience to pop-up stores, coffee trucks and coffee bars in mixed-use projects. The aim is to create awareness and reach the target group quickly. The C.P.S. COFFEE cafe inside the CPS CHAPS store at Siam Center is designed as a coffee bar, blending our specialty coffee offerings with a style that reflects the edgy, cool aesthetic of the fashion brand. This set up provides customers with a seamless experience, combining fashion shopping and coffee enjoyment in one venue. Currently, C.P.S. COFFEE operates 12 branches nationwide, with the latest opening at Jungceylon Shopping Center in Phuket. This perfectly matches our strategy to expand further into key tourist regions across Thailand."

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