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Thailand’s Jim Thompson Thai Silk Company is a well-known Asian brands with great potential to emerge as a strong international lifestyle brand. Known for its silk fabrics, apparel, accessories and, more recently, home furnishings, it has been endorsed by Thai royalty and celebrities for its quality, design and Asian feel.

The company operates 50 retail outlets in Thailand, Singapore, Malaysia, Dubai, Brunei and Japan, employs 3,000 people and the brand has a presence in 30 countries.

When Jim Thompson resigned from the American armed forces and decided to settle in Thailand, he first spent his time traveling around the country and came across the Ban Krua community, which was renowned for its hand woven silk fabrics. Determined to revive the Thai silk industry, in 1951 he set up the Jim Thompson Thai Silk Company.

By establishing close ties with the Ban Krua weaving community — the weavers still hold a small stake in the company — Thompson was able to produce world-class silk. It stood out from the rest in the market as it had the charm and feel of being hand woven.

Thompson was successful in taking this Thai silk beyond Thailand by leveraging his contacts in the United States and other countries.

In 1967, Thompson disappeared mysteriously in Malaysia’s Cameron Highlands and was never found. His previous connections to the CIA gave rise to many theories about his sudden disappearance, adding to the mystique of the brand.

Today, Jim Thompson continues to grow and has diversified into many product lines, the latest one being home furniture.

In 2001, it signed up renowned London-based Thai designer Ou Baholyodhin, known for his clean Asian-influenced designs, to craft its new furnishing line. The company also collaborates with Ed Tuttle, a leading American designer.

Going forward, Jim Thompson’s strategy is to focus on finished products for the home. It is concentrating on retail products in Asia, where it has very strong brand equity.

Jim Thompson has built its brand primarily on three pillars — the myth surrounding its founder, the unique blend of Thai tradition and western contemporary designs and its elevation from a cottage industry product to a lifestyle concept.

Well known for its quality, design and Asian feel, Jim Thompson has been widely acknowledged by leading international hotel chains.

The company has selectively used mass communication channels to build its retail brand while using fairs and exhibitions to create awareness in the industry.

Much effort and resources go toward internal marketing, which involves educating its overseas channel partners about the brand. Jim Thompson maintains a list of its 55,000 Thai customers for local promotions, using this customer base as word-of-mouth marketers.

The brand is strongly associated with its founder and with Thailand. It runs the Jim Thompson House in Bangkok as a private museum open to the public. The museum displays Thai art and crafts along with the entire Jim Thompson product portfolio.

This not only helps build awareness about its products but also cements its strong links with Thai heritage and culture. Jim Thompson is one of the Asian brands which will make a great contribution to the global scene in the years to come.

Martin Roll is a Singapore-based brand consultant. His Web site is www.martinroll.com.