Marketing Clothing and Shoes in Thailand

C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Thai Facebook users interested in clothing, including women’s, men’s and children’s clothing, and shoes. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk

By Alana Li

Over two-thirds of Thailand’s population uses Facebook regularly – the country has approximately 47.5 million monthly active users. Of these users, around 32.5 million have expressed interest in clothing and shoes on the platform, including women’s, men’s and children’s clothing, and shoes.

The following target audience analysis identifies core segments of Facebook users in Thailand who are interested in clothing, illustrating where the audience is, their demographic and professional details, and their online habits.

Where are Facebook users interested in clothing and shoes in Thailand?

Of the 20.3 million geolocatable users interested in clothing in Thailand, over 25% are concentrated in Bangkok. Other predominant regions in which the target audience are located include Nonthaburi, Samut Prakan, and Chon Buri Provinces.

Age and gender of the audience interested in clothing and shoes

The majority of the target audience are women at 56% (versus men who make up 44%). Women are slightly over-represented when compared to Facebook users in Thailand overall, which has a 49/51 male/female split.

In all age groups, there are more women who are interested in clothing than men of a similar age.

Women between the ages of 18 and 34 account for one-third of users in Thailand who are interested in clothing, and are the core segment to target with relevant content. The most significant group is of females aged 25-34, who make up 19.5% of the audience, followed by males of the same age group (16.4%).

How the target audience uses the Internet

The selected audience is particularly responsive to advertising on Facebook. Each member of the audience has clicked on a median average of 37 ads – over double the average Facebook user in Thailand. They have also liked almost double the number of pages than the average Thai Facebook user.

It is essential to tailor ads to mobile devices. According to Facebook data, over three-quarters of the target audience accessed Facebook using a mobile device only in the past month. Likewise, compatibility issues should be taken into consideration when creating relevant content, as 87% of the audience uses an Android device, and 12% uses an iPhone.

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The type of ad that is being used should also be taken into account. For example, the story feature on Facebook-owned apps, including Facebook, Instagram, and WhatsApp, allows users to temporarily view or share photos and videos for 24 hours – ads can be placed between the stories of accounts followed by a user. 86% of people who use stories across the Facebook family of apps surveyed in Thailand said brands using stories is a great way to get to know new products or services.

Education and livelihoods of the target audience

The target audience are more likely to have attended university than not – 68.8% have been educated to an undergraduate level or higher. The top roles that they currently work in are in management (26%), administrative services (19%), and sales (18%). Over half of the audience are single.

Age and gender of a segment who are single

What are key segments interested in?

The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behaviour.

The most relevant Pages for the segment who are single are entertainment pages, including Years, which is followed by 433,600 of the audience. Another relevant page, ProSaleClub, which is followed by 348,800 of the audience, posts current discounts on clothing and food, inferring the target audience likely respond to sales.

How can C Small Solutions help with clothing and shoes marketing strategies?

Effective digital marketing and market research significantly improves your likelihood of success by helping you target the audience most relevant to your business.

This data was based on activity of Facebook users in Thailand from July to August 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.

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