CPS CHAPS, a vibrant brand under the esteemed Jaspal Group, is making waves in the fashion industry by fusing sartorial elegance with the pulsating beats of music and vivid lifestyle trends. Renowned for its groundbreaking clothing designs and eclectic collaborations, CPS CHAPS has teamed up with top-tier artists from various musical genres to infuse their creations with an unbeatable “rock attitude.” These spectacular partnerships include icons like Dharmthai Plangsilp and the sensational girl group 4EVE, breathing life and personality into the brand’s bold collections.
With its core philosophy of “CREATIVITY. PASSION. SELF.” at the forefront, CPS CHAPS continues to captivate fashion enthusiasts through innovative collaborations. These initiatives don’t just stop at surface-level endorsements; they embody the essence of the artists, making every piece a unique blend of music and fashion culture.
Taking the customer experience to new heights, CPS CHAPS has unveiled a revamped flagship store on the G Floor of Siam Center, now featuring C.P.S. COFFEE. This stylish lifestyle café aims to attract a diverse crowd of fashion aficionados, music lovers, and café enthusiasts, further enhancing the store’s community vibe.
Mr. Apisit Singhsachathet, General Manager of CPS CHAPS at Jaspal Public Company Limited, elaborates on the brand’s impressive lineage and its unwavering focus on young, spirited consumers. “CPS CHAPS is a Thai fashion brand that has resonated with the hearts of our customers for over 44 years. Our identity, defined by ‘CREATIVITY. PASSION. SELF.’, channels vibrant creativity into fashion that meets the needs of modern, confident individuals aspiring to craft their own unique style. To stay ahead of trends, CPS CHAPS rolls out new collections monthly and aligns with various festivities such as Chinese New Year, Valentine’s Day, summer, the Olympics, and Halloween, ensuring that fashionistas remain abreast of the latest styles. Presently, CPS CHAPS proudly operates 45 branches nationwide,” says Mr. Apisit.
Mr. Apisit continues, underscoring that the brand’s DNA is deeply entrenched in a harmonious blend of fashion, music, and lifestyle, driving inspiration for every collection. He highlights that for the latter part of 2024, CPS CHAPS is intensifying its brand identity through strategic alliances with prominent artists across a spectrum of musical genres. “These collaborations go beyond conventional photoshoots. The artists themselves contribute to the designs, integrating their personal stories and characteristics into the collections. For instance, the CPS CHAPS | TIMETHAI collection is influenced by Dharmthai Plangsilp’s distinctive body tattoos. Recently, we launched the CPS CHAPS | 4EVE collection, capturing the individual charm and signature style of each member of the girl group, from their unique expressions to their handwriting and even their beloved pets. This strategy not only solidifies our brand identity but also attracts a fresh audience, including concert-goers and loyal fans of artist-designed merchandise. It’s a comprehensive approach to embedding CPS CHAPS into the everyday lives of our customers,” he articulates.
Reinforcing its fashion roots, CPS CHAPS is also branching into the lifestyle sector through the introduction of C.P.S. COFFEE. “Our brand’s robust DNA plays a pivotal role in our lifestyle expansion,” notes Mr. Apisit. “The recent refurbishment of the CPS CHAPS flagship store at Siam Center enriches the customer experience by incorporating a lifestyle café within the expansive 470-square-metre store. C.P.S. COFFEE offers a chic space where customers can relax, socialize, and savor specialty coffee while shopping, providing a holistic and immersive retail experience. This initiative not only introduces the CPS CHAPS brand to café-goers but also extends the time customers spend in our stores, enhancing the likelihood of additional purchases.”
Elaborating on the café’s integration, Ms. Malika Chawla, Senior Director of C.P.S. COFFEE, Jaspal Public Company Limited, explains, “C.P.S. COFFEE adapts its format based on location to resonate with customer behavior. From the flagship store at Sukhumvit 53 offering a comprehensive coffee experience, to pop-up stores, coffee trucks, and coffee bars in mixed-use projects, our goal is to foster awareness and quickly engage our target audience. The C.P.S. COFFEE inside the CPS CHAPS store at Siam Center is designed as a sleek coffee bar, merging our specialty coffee offerings with the cool, edgy aesthetic of the fashion brand. This setup provides customers with a seamless experience, combining their love for fashion and coffee in one stylish venue. Currently, C.P.S. COFFEE operates 12 branches nationwide, with our latest addition at Jungceylon Shopping Center in Phuket, aligning perfectly with our strategy to expand into key tourist regions across Thailand.”
I love the idea of merging fashion with music icons. It’s a great way to attract a younger audience.
Honestly, it feels a bit gimmicky to me. Do people actually buy clothes because a musician is involved?
Absolutely! Fans are loyal and love to connect with their favorite artists in any way possible, including fashion.
Exactly, it creates a sense of community. Plus, these collaborations often result in some really innovative designs.
I think the addition of a coffee shop is brilliant! Anything that enhances the shopping experience is a win in my book.
I don’t know, wouldn’t a noisy café ruin the shopping vibe? Seems counterproductive.
I disagree. It’s actually more relaxing to have a coffee break while shopping. Plus, it’s a great way to keep people in the store longer.
CPS CHAPS has been around for 44 years? That’s truly impressive. It’s amazing how they’ve managed to stay relevant.
Yeah, but it’s also because they keep adapting with trends. Not all brands can pull that off so seamlessly.
Are these designer collaborations just a trend or are they here to stay?
Probably a mix of both. Some collabs will be forgotten, while others will stick because they resonate well with people.
Revamping the Siam Center store to include a coffee shop is a smart move. Will definitely attract more foot traffic.
Agreed, but they better make sure the coffee is top-notch. Customers won’t return just for fashion if the coffee sucks.
True that! It’s all about quality. They need to get both components right.
I can’t believe they’re letting artists contribute to the designs. That sounds risky but exciting!
Risky? Absolutely! Exciting? Not so much. I prefer professional designers over musicians any day.
I get your point, but it’s not like they’re completely replacing designers. It’s more of a collaborative effort.
I hope the CPS CHAPS | TIMETHAI collection includes functional pieces, not just trendy items. Utility matters too.
Totally agree. Fashion should be practical and stylish. Nowadays, too many brands focus only on looks.
This just feels like a ploy to sell overpriced stuff by slapping a celebrity name on it.
Maybe, but if people are willing to pay for it, then it’s a valid strategy. Supply and demand, you know.
CPS CHAPS bridging into the coffee business seems odd. Are they biting off more than they can chew?
Not really, lots of lifestyle brands are expanding their offerings. It’s all about creating an experience.
I visited the revamped store and loved it! The coffee was good, and the new layout is very inviting.
I just hope the coffee prices are reasonable. Fashion stores aren’t exactly known for affordability.
I thought the same thing! Hopefully, they don’t scalp us. A pricey coffee would be a real turn-off.
Yeah, a $10 latte isn’t exactly inviting. Let’s wait and see their pricing.
The strategy here is genius. Blending lifestyle, fashion, and music isn’t just marketing, it’s building a community.
Building a community, yes. But it also comes off as trying too hard. Authenticity can’t be forced.
CPS CHAPS should focus more on eco-friendly practices. All these new collections could lead to waste.
You’re so right! Sustainable fashion should be a priority. These collabs sound fun, but at what cost?
Exactly. It’s great to innovate, but we also need to think about the planet.
I’ll give them credit for trying something new. The market is saturated, and standing out is tough.
Does anyone know if the CPS CHAPS | 4EVE collection is available online or in stores only?
Pretty sure it’s available both online and in stores. They would be missing out on a huge market otherwise.
I’m just here for Dharmthai Plangsilp. The guy has impeccable style. Can’t wait to see what his collection looks like.
Same! His tattoos are iconic. I’m curious how they’ll translate into fashion.