Be Inthavong, Creative Director of Jim Thompson, told an audience at the Seriesly Berlin conference in Germany that the high-end Thai silks brand had not seen a surge in business in its stores following the Mike White show’s broadcast.
“I can only say to quantify that our fashion stories only exist in Thailand and outside of that is a website, though our interiors are worldwide,” explained Inthavong. “We did notice a very high number, almost double, on our website from the U.S.”
“Do I see my products fly off the shelf in Thailand? Probably not as much as we thought the effect would be. Then again, content is viewed differently. People are watching on their phones with half-attention on long flights.
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