Founded in 1951, Jim Thompson Thai Silk Company (JTTS) is a leading Asian lifestyle brand based in Thailand. It sells silk fabrics, clothing, accessories and home furnishings. Its respectable quality and Thai-inflected designs are endorsed by Thai royalty, one of the few brands to claim this honor. Today, JTTS has more than 50 retail stores in Thailand, Singapore, Malaysia, Dubai, Brunei and Japan, and a presence in 30 countries.

Jim Thompson, its founder, first arrived in Thailand at the end of World War II as an officer in the Office of Strategic Services. He liked the country so much that later, upon being discharged from the service, he decided to return to Thailand and make it his home. He traveled extensively throughout the country and during one of those trips, he came across a budding Thai silk cottage industry in the community of Ban Krua. Although Thailand has a strong tradition of hand-woven silk production, this declined when   more affordable machine-woven Japanese fabrics became available in the early ^{19th century.} Thompson wanted to revive this tradition and started the company that has captivated Thai royalty and celebrities around the world. In 1962, in recognition of his contribution to the development of the Thai silk industry, the Thai government awarded Thompson the Order of the White Elephant, a royal decoration honoring foreigners considered to have provided exceptional service to Thailand. I 1967, while on holiday with friends at Cameron Highland in Malaysia, Thompson went hiking in the surrounding jungle but never returned. His body was never found. Thus began the legend of Jim Thompson.

More than the romantic allure of a traditional industry improved by an American and Thompson's mysterious disappearance, JTTS stands alone on two other factors. Firstly, JTTS offers a unique blend of Thai tradition and heritage with contemporary Western designs. Their designers create attractive, high-end designs and colors on Thai silk for use in a range of products. Second, JTTS elevates what was a cottage industry product to a lifestyle concept. It went from manufacturing silk fabrics to other products. Its product portfolio includes, Its product portfolio includes scarves, bags and home furnishing accessories. Its line of home furniture includes sofas, armchairs, dining and coffee tables, and finished products in home lamps. It was London-based Thai designer Ou Bahalyodhin, known for his clean, Asian-influenced designs, who crafted his furniture line. The home furniture line contributes almost 30 percent of its total business and 90 percent of its total exports. JTTS also started a chain of fine dining restaurants in Bangkok, Malaysia and Singapore.

Within its handwoven silk line, JTTS has expanded custom fabrics. In collaboration with Ed Tuttle, a leading American designer, JTTS provides custom-made fabrics for projects such as Aman Resorts and Park Hyatt Hotels. The Park Hyatt Paris, for example, used 9,000 square meters of decoration materials only from JTTS. JTTS decoration materials also adorn luxury hotels such as the Oriental, The Regent, Conrad and Sukhothai.

Many of JTTS products are made from shiny Thai silk. Unlike Chinese silk which is soft, Thai silk is inconsistent and characterized by knots along its fibers. It also comes in iridescent colors that change depending on the reflection of light. Given its knotted texture, Thai silk is not suitable for clothing, but is ideal for home decor accessories. Thus, JTTS sells picture frames, toiletry bags and purses in Thai silk, garments are sold in other fabrics. Today, about half of their product comes in hand-woven silk and the other half in other materials.

As JTTS is strongly linked to Thai culture, it attracts tourists who want to take a part of the Thai experience with them. Therefore, in Thailand, about 40 percent of its retail customers are Japanese tourists who buy them as gifts. Even in Malaysia and Singapore, where JTTS has a retail presence, 80 percent of its sales come from Japan.

JTTS is conscious of maintaining the high quality of its products. To ensure this, it establishes close personal ties with the Thai weaving community and gives them a small stake in the company, it also vertically integrates into its production to control the quality of production.

JTTS relies on underlying communication, such as trade shows and exhibitions, to build awareness of your brand. Their products are displayed at such events. Their retail stores are designed to provide a home-like atmosphere, displaying a wide range of their products. Mass communication channels, such as advertising, are used sparingly. Instead, JTTS keeps a list of its customers in Thailand and informs them about upcoming promotions. You depend on such customers to spread favorable word of mouth regarding your brand.

Another communication tool that JTTS used is the establishment of a museum to promote the legend behind its founder. The Jim Thompson House in Bangkok is a private museum open to the public. It houses Thai art and crafts, as well as the entire JTTS product portfolio. It is the second most visited attraction after the Grand Palace.

Ask:

Do you think JTTS differentiates itself enough from other lifestyle brands? Provide support and compare with other competitive brands. (600 words)