Thai Fashion Brand Jim Thompson Not Experiencing TheSame Success as 'White Lotus' Series in Berlin
The third season of the hit HBO show, The White Lotus, has made a splash in the world of television, with its star-studded cast including Walton Goggins, Jason Isaacs, Aimee Lou Wood, Carrie Coon, and Parker Posey. The series, set in a fictional White Lotus resort in Ko Samui, a Thai island, has also left an indelible mark on Thailand's tourism industry.
However, the impact on one of Thailand's most iconic brands, Jim Thompson, remains uncertain. Be Inthavong, Creative Director of Jim Thompson, worked closely with the costume and set design teams of The White Lotus in Thailand, using Jim Thompson fabrics to dress the sets.
During filming, Invathong found it challenging to adapt to the Hollywood approach, particularly the emphasis on make-believe. He tried his best to position the prominent pieces of his collection to face the main camera, but the ever-changing camera angles and lenses required him to adjust the placement of his collection pieces multiple times.
This close collaboration between The White Lotus and Jim Thompson has led to a unique scenario. While the series has boosted Thai tourism significantly, with top hotels such as the Four Seasons Resort Koh Samui seeing occupancy skyrocket, the same cannot be said for Jim Thompson's fashion products. Despite the high number of website visitors from the U.S. after the show's broadcast, the brand's products are not flying off the shelf in Thailand as much as expected.
Invathong had expressed hope that Jim Thompson would see more tangible benefits as Thai tourism's high season approaches. However, the 'White Lotus' effect on the tangible benefits for Jim Thompson in Thailand is still uncertain.
One reason for this is the fact that a robbery scene set in a store was designed to look like a Jim Thompson store without being a Jim Thompson store. Over 1,000 units of Jim Thompson inventory were shipped to kit out the store for the robbery scene, but the brand did not receive any direct sales from this.
Content is viewed differently in the digital age, according to Be Inthavong. People are watching on their phones with half-attention on long flights, which might explain why the brand's products are not seeing a surge in sales.
Despite this, Jim Thompson remains a significant player in Thailand's tourism industry. With around 30 stores across the country, the brand continues to offer visitors a glimpse into the rich Thai culture and heritage. As the high season approaches, it remains to be seen how much of an impact The White Lotus will have on Jim Thompson's tangible benefits.
One thing is certain: The White Lotus Season 3 has left an indelible mark on the entertainment industry and Thailand's tourism landscape. Whether it will translate into tangible benefits for Jim Thompson remains to be seen.
