Driven by a genuine passion for sneakers & streetwear fashion, the founder of SK SNEAKER recognized the struggle of finding the perfect product amidst the chaos of inflated prices and subpar quality. Thus, they embarked on a mission to democratize sneaker culture, making it accessible to all. SK SNEAKER emerges as a beacon of balance. Founded on the principle of providing consumers with premium-quality products at reasonable prices, this brand has swiftly become synonymous with affordability and excellence in the street fashion world.
At the heart of SK SNEAKER lies a simple yet profound belief: every individual deserves to effortlessly discover sneakers & streetwear that not only fit their style but also meet their quality standards. By embodying this ethos, SK SNEAKER has reshaped the narrative around streetwear shopping.
Can you give us an introduction of SK SNEAKER and share what motivated you to create the brand and name it as “SK SNEAKER”?
PLAI: Since 2016, during my university days, the seeds of my vision were already sown – to establish a captivating select store curating a myriad of streetwear brands. This dream didn’t solely revolve around financial gain for my family, but rather, it was a heartfelt endeavor to manifest my profound affection for sneakers and streetwear culture. Furthermore, I was driven by a noble ambition to unite fellow sneaker enthusiasts under one roof.
After much contemplation and deliberation, the culmination of my aspirations materialized into the inception of “SK SNEAKER”. The acronym “SK” embodies the initial of my first and last name integrated with “SNEAKER”. Thus, “SK SNEAKER” not only represents a business venture but also serves as a testament to my personal journey, passions, and aspirations.
What is the concept of your brand and what kind of message that the brand would like to carry out?
PLAI: The main purpose of our brand’s establishment is to provide consumers with high-quality yet reasonably priced products. Some products on the market are priced too high, or their quality is not satisfactory. Because we love sneakers, we also hope that everyone can more easily find sneakers that suit them or that they like. Therefore, the products selling in our store is around USD$10, allowing everyone to enjoy a high-quality sneaker experience without worrying about the price.
How do you describe SK SNEAKER in three words?
PLAI: Love, Affordable, Quality
Love stands at the core of our sneaker passion, while affordability and quality stand as the pillars of our commitment to delivering premium products at attainable prices.
Can you share about SK SNEAKER’s target customer demographic and how the store aims to appeal to this audience?
PLAI: Our target audience spans a wide age range, from 11 to 29 years old and beyond, reflecting our commitment to inclusivity and accessibility. The affordability of our products ensures that even young teenagers can afford to indulge in their sneaker passion without breaking the bank.
However, we recognize that adult customers place a premium on quality and are often willing to invest more in products that meet their standards. As a result, when selecting brands to feature in our stores, we meticulously consider the diverse backgrounds and preferences of our consumers, ensuring that our offerings resonate with their tastes and lifestyles. By curating a thoughtful selection of brands, we strive to create a shopping experience that caters to the needs and desires of every individual within our target demographic.
Is there any special standards when it comes to curating brands in your store? How do the brand adjust to match with the customer’s desires and requests?
PLAI: When seeking and considering brands to invite onto our platform, our primary focus lies in identifying those that share a common ethos and objectives with SK SNEAKER – a deep-rooted passion for sneakers and streetwear culture. Furthermore, it’s imperative to ensure that these brands can consistently deliver stable or high-quality products. Quality should never be compromised due to pricing constraints.
If a brand aligns with our shared values and vision, we wholeheartedly welcome them to join our store. This alignment fosters a sense of community and cohesion, enriching the overall shopping experience for our customers while reinforcing our commitment to authenticity and excellence.
Apart from curating brands, SK SNEAKER also has its own line of designed products. Could you please share with us the reasons that drove you to create your own brand?
PLAI: Our decision to develop our own collection line from a conviction that integrating proprietary designs will bolster our brand identity and allow us to offer customers products that are more personalized and diverse. In today’s mature market, consumers have access to a plethora of options beyond our store. However, by cultivating a robust brand image, we aim to ensure that our name is the first to come to mind when consumers seek sneakers or streetwear products. This immediate association translates into increased footfall and sales.
Moreover, having our own brand simplifies marketing efforts. Through our proprietary designs, we can convey the underlying messages and ethos of our brand, fostering deeper connections with our audience. Another key benefit lies in the enhanced control over product quality. As a brand that prioritizes quality, maintaining control over the entire design-to-production process allows us to uphold rigorous standards and ensure that our products hit the market without any issues.
What kind of experiences that you want to bring to customers when they are buying and wearing apparels/shoes from SK SNEAKER?
PLAI: We hope to provide a diverse store, much like a convenience store. We will select various types of stores to sell in our shop, so even if consumers don’t know what they want to buy or where to buy it, as long as they come to SK SNEAKER, they can find what they are looking for. Whatever they want to buy, they will think of our store because we can provide multifunctional, diverse products. There is no need to run around to collect the items they want to buy. Additionally, we also hope that customers can buy 100% authentic products without worrying about the quality of the goods, and other issues. When they step into our store, they are immersed in a world of inspiration through our curated collection, much like flipping through the pages of a cutting-edge fashion magazine. We strive to not only offer products but also to serve as a platform for fresh ideas and concepts, enriching their shopping experience with every visit.
How does SK SNEAKER use social media and other marketing channels to connect with customers and build brand awareness?
PLAI: We will utilize various social media platforms such as Instagram, Facebook, TikTok, and others to promote our brand to the public, aiming to convey our message clearly. This year, we also plan to produce more short videos to upload onto social media platforms, which will help us effectively promote our brand. For example, we will establish a YouTube channel and utilize various platforms popular among the younger generation to make it easier for them to receive our message. Particularly in Thailand, we will use communication tools like LINE for promotion and to connect with consumers. Striving to have closer contact with consumers and to rapidly disseminate the latest information about us to the public.
What do you think are some of the biggest challenges facing the streetwear industry in Thailand, and how do the brand address these challenges?
PLAI: The current market is growing larger, with many people joining and establishing their own brands, leading to increasing competition. Therefore, SK SNEAKER needs to improve in all aspects to make the brand stronger. This presents a challenge for me. We need to respond to various customer needs while also resisting competition from other brands and increasing customer loyalty. Especially compared to the past, the market now places a greater emphasis on fast fashion, making the fashion industry more challenging. We need to respond more quickly to market demands.
Can you tell us about the future goals and plans for SK SNEAKER?
PLAI: In the future, I believe everyone will see SK SNEAKER as a hub for multiple brands with a more distinct brand identity. Within our own brand, there will be a greater emphasis on lifestyle and collaboration. As part of our multi-brand approach, customers can expect to see a wider range of brands at SK SNEAKER providing enhanced customer service functionality. We’ll also introduce more brands and improve distribution channels. Quality will remain paramount, with a commitment to offering high-quality products at affordable prices.
Quality will remain paramount, with a commitment to offering high-quality products at affordable prices.
