RAINBOU Launches M Collection, Prioritizing People Over Products

MGR Online•Economy•18d ago

Reader Briefing

Thai fashion brand RAINBOU has launched its M Collection, emphasizing a brand philosophy centered on user experience and real-life needs over fleeting trends.

•RAINBOU has introduced its M Collection, shifting the fashion industry's conventional approach of designing collections based on market demand.
•The new collection's development was guided by conversations and experiences of real people, translating into practical product designs.
•The campaign "ME, MYSELF & I" and the concept "A Collection Beyond Labels" encourage individual interpretation and use of the M Collection.
•The M Collection is made from Full-Grain Leather and is available in four colors: Black, Taupe, Caramel, and Mild Grey.

Overview

•In the competitive fashion industry, RAINBOU introduces the M Collection with a brand concept that prioritizes "people" before "products".
•The M Collection's development began not with "what the market wants," but with the question, "What reason should a product exist?"
•RAINBOU incorporated conversations, work methods, travel, usage habits, and daily life details into the design process for the M Collection.
•The M Collection was developed in collaboration with Matana Chaiyapanich, VP of Digital Innovation Platform Department at Kasikornbank and Content Creator, as a Co-designer.
•Campaign participants were chosen based on their real lives and work, such as Kritavit Krissapetch, Business Development Manager from COTY Inc., to present products within life contexts.
•The M Collection aims not to define who users should be, but to create space for individuals to interpret and use the products in their own ways under the "ME, MYSELF & I" campaign.
•The M Collection is made from Full-Grain Leather and is available in four colors: Black, Taupe, Caramel, and Mild Grey.
•The M Collection is now available for purchase through RAINBOU's online channels and physical stores at The Circle Ratchapruk, CentralWorld, and Central Ladprao.

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Key Quotes

RAINBOU

"RAINBOU chose to present the M Collection through a product development concept that begins with conversations, experiences, and the actual lives of people, before transforming into design."

RAINBOU เลือกนำเสนอ M Collection ผ่านแนวคิดการพัฒนาผลิตภัณฑ์ที่เริ่มต้นจากบทสนทนา ประสบการณ์ และการใช้ชีวิตของผู้คนจริง ก่อนแปรเปลี่ยนเป็นงานออกแบบ

RAINBOU

"A good product should start from understanding people, rather than chasing trends."

ผลิตภัณฑ์ที่ดีควรเริ่มต้นจากความเข้าใจผู้คน มากกว่าการไล่ตามกระแส.

Key Entities

Organization

RAINBOU

A Thai lifestyle brand focusing on "People" before "Products", known for its M Collection.

Kasikornbank(ธนาคารกสิกรไทย)ℹ️

A Thai bank where Matana Chaiyapanich holds the position of VP of Digital Innovation Platform Department.

COTY Inc.ℹ️

A company where Kritavit Krissapetch works as a Business Development Manager.

Person

Matana Chaiyapanich(มัทนา ไชยพานิช)

Vice President (VP) of the Digital Innovation Platform Department at Kasikornbank and a Content Creator who served as a Co-designer for RAINBOU's M Collection.

Kritavit Krissapetch(กฤตวิทย์ กฤษเพ็ชร์)

Business Development Manager from COTY Inc. selected as a campaign participant for RAINBOU's M Collection to showcase products within real-life contexts.

Pimnaporn Chunnakittiyanont(พิมณภรณ์ ชุณหกิติยานนท์)

The owner of RAINBOU who directs the brand's vision of creating products that start from understanding people.

Policy

Full-Grain Leather

The material used for RAINBOU's M Collection, signifying quality and durability.

Place

The Circle Ratchapruk

One of the physical store locations for RAINBOU's M Collection.

CentralWorldℹ️

A major shopping mall and one of the physical store locations for RAINBOU's M Collection.

Central Ladprao

A major shopping mall and one of the physical store locations for RAINBOU's M Collection.