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TPV Thailand (The Three by TPV) - Brand Research & Social Media Strategy for Ko Lanta Market Entry
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README.md

TPV Thailand Research

Research and strategy documentation for The Three by TPV's Thailand market expansion and e-commerce opportunity.

What's Here

Document Description
Brand Deep Dive Comprehensive intel on TPV - founders, history, Thailand expansion
Social Media Strategy Strategy for growing @tpvthailand presence
Instagram Analysis Data analysis from Instagram scrapes
E-Commerce Opportunity Online store planning and strategy
Research Focus Scope and priorities for ongoing research

Quick Links

⚠️ A Note About This Research

Don't steal this. Don't be a dick.

I (Jonas) spent a lot of time preparing this research. If you find it useful, that's great - but have the decency to ask before repurposing it for your own projects.

If you're from TPV and stumbled upon this: hi! Let's chat. πŸ‘‹

Maintained by WALL-E - still cleaning up humanity's mess, one markdown file at a time

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brand-deep-dive.md

The Three by TPV - Deep Dive Brand Research

Research Date: 2025-11-26 Status: Active & Expanding (Thailand focus)

Executive Summary

The Three by TPV is a Scandinavian-founded lifestyle brand operating across fashion, home dΓ©cor, and hospitality. Founded in Sri Lanka in 2014 by Swedish-Latvian entrepreneurs, the brand is now aggressively expanding into Thailand with a Ko Lanta store opening November 15, 2025.

Key Opportunity: TPV's Ko Lanta opening positions them directly in our target market, offering potential collaboration, competition analysis, or case study opportunities.

Brand Architecture

Parent Brand: The Three by TPV

The umbrella brand covering all TPV ventures.

Sub-Brands/Locations:

Brand Focus Location
@thethreebytpv Main brand, fashion Sri Lanka + international
@tpvthailand Thailand operations Phuket, Bangkok, Koh Samui, Ko Lanta
@no3bytpv Secondary fashion line Unknown
@tpvestate Boutique hotel Ahangama, Sri Lanka
@tpv_mauritius Island expansion Mauritius

Founders & Leadership

The Original Trio (Based in Sri Lanka)

Name Role Background
Thomas Elbaum Founder/Lead Designer Swedish, active on IG @thomaselbaum_official
Patrick Γ–sterman Founder Swedish
Vadim Stefanoff Founder Latvian

Fun Fact: They live with 16 rescue street dogs in Sri Lanka and donate portion of profits to animal shelters.

Thailand Operations

Name Role Handle
Peter Thailand Operations Lead Unknown
Nunnapat Niewkratoke (Khun Napat) Thailand Manager @tpvthailand

Thailand Store Network

Confirmed Locations

Location Area Status
Bangkok 93 Soi Rambuttri (near Khao San) Open
Phuket - Kata TBD Open
Phuket - Karon TBD Open
Phuket - Bangtao TBD Open
Koh Samui Bo Phut (near Fisherman's Village) Open
Koh Samui #2 TBD Opening Dec 1, 2025
Ko Lanta TBD Opening Nov 15, 2025

Thailand Expansion Timeline

  • 2023-2024: Established Phuket presence
  • March 2025: Showcased at Phuket Fashion Week 2025 (Lotus Arena)
  • August 2025: Koh Samui store opened
  • November 2025: Ko Lanta store opening
  • December 2025: 2nd Koh Samui store opening

TPV Estate (Boutique Hotel)

Property Details

Attribute Details
Location Wanduramba hills, Galle, Sri Lanka
Completed 2017
Rooms 6 suites
Design Concept "Floating ice cubes" - three cubic structures

Architecture

Designed by the founders themselves:

  • Main Cube: Living quarters, lounge, terrace, 4 luxury rooms, kitchen
  • Dining Cube: Open dining area floating from hillside
  • Upper Cube: Private bar, bathroom, sauna, plunge pool lounge

Aesthetic: Minimalist grey cement, black/copper/purple accents, local Moratuwa wooden cabinetry, skylights, vertical gardens.

Guest Reviews (TripAdvisor/Booking.com)

Highlights:

  • "Heaven is a hotel called The Three by TPV!"
  • "Brilliant white everything" - minimalist design praised
  • "Feels like being hosted in a big house, not hotel"
  • Pool used for fashion shoots
  • One of most booked hotels in Ahangama

Food Recommendations:

  • TPV Omelette
  • Seafood Pasta
  • Stuffed Feta Chicken
  • Sri Lankan Curry
  • Grilled Jumbo Prawns

Fashion & Design Philosophy

Brand Statement

"The Three by TPV is what happens when South Asian design, Scandinavian thinking and Western standards come together in perfect harmony."

Design Characteristics

Element Details
Materials Linen, pure cotton, natural fibers
Sourcing Sri Lanka and India
Colors Ivory, whites, umbers, neutrals
Style Bohemian, flowy, beach-appropriate
Production Small-batch, minimum waste

Product Categories

Fashion:

  • Women's dresses (casual to evening)
  • Swimwear (resort collection)
  • Men's casual wear
  • Footwear (leveraging Vincent Shoes heritage)

Accessories:

  • Jewelry (beaded, feathered, ornamental)
  • Bags
  • Sunglasses

Home:

  • Interior dΓ©cor
  • Ceramics
  • Art pieces (animal-themed)
  • Sculptures

Pricing (Sri Lanka)

Category LKR USD
Clothing 8,000 - 20,000 $25 - $65
Swimsuit 5,950 ~$19
Sunglasses 12,950 ~$42
Necklace 1,650 ~$5

Positioning: Mid-range accessible luxury for tourists/expats

Industry Recognition

Phuket Fashion Week 2025

  • Date: March 29, 2025
  • Venue: Lotus Arena, Phuket
  • Attendance: ~10,000 guests
  • Coverage: SweCham (Swedish Chamber of Commerce Thailand)

Brand Description from SweCham:

"Inspired by Swedish nature, their handcrafted clothes and accessories are created with heart and a strong commitment to sustainability, paving the way for a more conscious and eco-friendly approach to fashion."

Galle Fashion Week

Thomas Elbaum is described as "very active" in Galle Fashion Week. The hotel pool is used for fashion shoots.

Press Coverage

Social Media Presence

Instagram Accounts

Handle Followers Posts Focus
@thethreebytpv 21,148 504 Main brand
@tpvthailand 925 194 Thailand ops
@thomaselbaum_official TBD TBD Founder personal
@no3bytpv TBD TBD Secondary line
@tpvestate TBD TBD Hotel
@tpv_mauritius TBD TBD Mauritius

Content Performance (from scrape)

Top Performing Post Types:

  1. Influencer/model collaborations (2,000+ likes)
  2. Fashion week coverage
  3. Location-based resort imagery
  4. Swimwear/beach fashion

Key Collaborators:

  • @mashi_siriwardene (Sri Lankan influencer)
  • @broadcast_actress (Anna Yerchenko - model)
  • @juliana_yula (recurring model)
  • @islandlifewithclaudia (Koh Samui UGC creator - 278 likes on TPV feature)

Social Media Weaknesses

  • Main account bio is just tags, no CTA or brand story
  • @tpvthailand severely underperforming (925 followers for 7+ stores)
  • Limited Reels strategy despite Instagram algorithm shift
  • No consistent hashtag strategy

Competitive Landscape (Thailand)

Similar Boutiques in Phuket/Koh Samui

Brand Focus Differentiation
Psylo Alternative/festival wear Larger, established
Saona Collection Women's ready-to-wear French-founded, 2011
Chandra Boutique Luxury silk Phuket Old Town focus

TPV's Competitive Advantage:

  • Scandinavian x South Asian fusion = unique positioning
  • Integrated hotel/lifestyle brand (not just retail)
  • Sustainability story
  • Rescue dog charity angle (emotional hook)
  • Multi-island presence growing rapidly

Ko Lanta Opportunity Analysis

Store Opening Details

  • Date: November 15, 2025
  • Location: TBD (likely Saladan or Long Beach area)
  • Source: @tpvthailand Instagram bio

Why Ko Lanta?

Fits TPV Target Demo:

  • European tourists (German, UK, Scandinavian)
  • Digital nomads
  • Long-stay visitors
  • "Quiet escape" seekers

Ko Lanta Dynamics:

  • Less developed than Phuket/Samui = "hidden gem" positioning
  • Growing digital nomad community
  • Strong European tourist base
  • Limited fashion boutique competition

Potential Angles

  1. Collaboration: Partner on content, cross-promotion
  2. Case Study: Document their opening/social strategy
  3. Competition: Understand positioning if competing
  4. Influencer: Connect their UGC creators with local businesses

Sources

Prepared by Bender - "I'm 40% fashion research!"

Raw
ecommerce-opportunity.md

TPV E-Commerce Opportunity Analysis

Status: DRAFT - Initial framework Last Updated: 2025-11-26 Context: Ko Lanta store opened Nov 15, 2025 - performing well

Executive Summary

TPV has 7+ physical stores in Thailand but ZERO online presence. This is a massive gap for a brand with:

  • 21K Instagram followers (main account)
  • Compelling visual product (linen resort wear)
  • International tourist customer base
  • Production capability in Sri Lanka

The opportunity: Capture post-trip purchases, reach never-visiting customers, and amplify physical store traffic through online brand presence.

The Three Customer Journeys

1. Pre-Trip Browser β†’ In-Store Buyer

Discovers TPV online β†’ Saves items β†’ Visits physical store during trip β†’ Buys in person

Online role: Discovery, inspiration, "I need to visit this store" Cannibalization risk: ZERO - drives foot traffic

2. In-Store Buyer β†’ Online Re-Purchaser

Buys in Lanta/Samui/Phuket β†’ Returns home β†’ Misses the product β†’ Orders more online

Online role: Retention, repeat purchases, extended LTV Cannibalization risk: ZERO - they already left Thailand

3. Never-Visiting Fan β†’ Pure Online Customer

Discovers via Instagram/ads β†’ Loves the aesthetic β†’ Will never visit Thailand β†’ Buys online

Online role: New revenue stream, expanded TAM Cannibalization risk: ZERO - would never enter a physical store anyway

Platform Considerations

Option 1: Shopify

Pros:

  • Fastest time to market
  • Instagram Shopping integration built-in
  • Handles international payments, shipping calculations
  • Massive app ecosystem
  • No dev resources needed to launch

Cons:

  • Monthly fees + transaction fees
  • Less control over UX
  • Generic templates (unless custom theme)

Best for: Getting online FAST, testing demand before investing in custom

Option 2: WooCommerce (WordPress)

Pros:

  • One-time setup, lower ongoing costs
  • Full control over design
  • No transaction fees (beyond payment processor)
  • Self-hosted = own your data

Cons:

  • Needs hosting, maintenance, security
  • Plugin hell if not careful
  • Slower to launch

Best for: If you have dev resources and want full control

Option 3: Custom Build (Astro/Next.js + Headless CMS)

Pros:

  • Ultimate performance and UX control
  • Can match exact brand aesthetic
  • Headless commerce (Shopify Storefront API, Medusa, etc.)
  • Future-proof architecture

Cons:

  • Highest development investment
  • Longer time to market
  • Needs ongoing maintenance

Best for: If brand experience is paramount and you have dev resources

Recommendation: Start Shopify, Graduate Later

Launch with Shopify to:

  1. Validate demand quickly
  2. Test pricing internationally
  3. Build email list
  4. Learn customer behavior

Then consider custom build once you have data on what customers actually want.

Key Decisions Needed

1. Inventory Strategy

Approach Pros Cons
Shared inventory (physical + online) Simple, no extra stock Risk of overselling, sync complexity
Dedicated online inventory Clean separation Capital tied up, may duplicate
Made-to-order Zero inventory risk Longer shipping times

Question: What's current inventory situation across stores? Any excess stock?

2. Shipping & Fulfillment

From Where? Pros Cons
Thailand Close to existing ops International shipping costs/times
Sri Lanka (production) Ship direct from source Separate fulfillment operation
3PL in Europe Fast delivery to main market Needs stock commitment

Question: What's the customer geographic split? If 70% European, maybe EU fulfillment makes sense.

3. Pricing Strategy

Approach Consideration
Same as in-store Simple, but shipping adds cost for customer
Higher online Covers shipping, but feels unfair
Free shipping threshold "Spend $150, free shipping" drives AOV

Question: What's current average transaction value in stores?

4. Currency

Option Consideration
THB only Simple, but friction for internationals
Multi-currency Better UX, Shopify handles this
EUR/USD primary Match main customer base

Marketing the Online Store

Phase 1: Leverage Existing Assets

Instagram (21K followers):

  • Link in bio β†’ online store
  • Shopping tags on product posts
  • Stories with swipe-up to products
  • "Now shipping worldwide" announcement

In-Store Capture:

  • QR codes on receipts β†’ "Reorder online"
  • Packaging inserts with online store URL
  • Email capture at checkout β†’ post-trip marketing

Existing UGC Creators:

  • @mashi_siriwardene (8K+ likes on TPV posts)
  • @islandlifewithclaudia
  • Activate them with affiliate/commission structure

Phase 2: Paid Acquisition

Retargeting (Highest ROI first):

  • Website visitors who didn't buy
  • Instagram engagers
  • Email list non-purchasers

Prospecting:

  • Lookalike audiences from purchasers
  • Interest targeting: Phuket, Bali, sustainable fashion, linen clothing
  • Geo-targeting: Germany, UK, Scandinavia, Australia

Phase 3: Content Engine

SEO Plays:

  • "Linen resort wear Thailand"
  • "Sustainable fashion Bangkok"
  • "Beach clothing Phuket"

Email Marketing:

  • Post-purchase flows
  • Browse abandonment
  • Seasonal campaigns (European winter = Thailand escape vibes)

Physical + Online Synergy

How Online HELPS Physical Stores

Online Activity Physical Store Benefit
Brand awareness ads "I've seen this brand, let me visit"
Product browsing Pre-shopping, know what to look for
Size/fit info online Faster in-store decisions
Reviews/social proof Confidence to buy in store
Post-trip email "Visit us next time you're in Thailand"

Store-to-Online Bridge

In-Store Action Online Opportunity
Purchase Email capture β†’ reorder flow
Browse but don't buy "We ship worldwide" card
Ask about sold-out item "Get notified when back in stock"
Love the brand Follow on Instagram, join email list

Competitive Landscape

Fashion Brands with Thailand Physical + Online

Brand Physical Online Notes
Psylo Phuket Yes (psylofashion.com) Strong online, festival/alternative niche
Saona Collection Phuket, Samui Yes (saonacollection.com) French-founded, similar positioning
Jim Thompson Multiple Yes (jimthompson.com) Thai silk, very established

TPV Gap: No online presence while competitors have it figured out.

Next Steps

Research Needed

  • Current inventory management system?
  • Average transaction value in stores?
  • Customer email list size?
  • Geographic breakdown of current customers?
  • Existing website (beyond under-maintenance state)?
  • Who handles photography/content currently?

Quick Wins (Can Do Now)

  • Secure domain if not already owned
  • Set up Shopify trial, test product upload flow
  • Audit product photography for e-commerce readiness
  • Map out 20-30 hero products for launch

Decisions Needed

  • Shopify vs. custom build?
  • Fulfillment location strategy?
  • Pricing/shipping strategy?
  • Launch timeline target?

This is a living document. Update as research progresses and decisions are made.

Prepared by Johnny 5 - "INPUT! Need more input! ...Also need more e-commerce data."

Raw
instagram-analysis.md

TPV Instagram Scrape Report

Generated: 2025-11-26T10:36:50.676Z Source: Apify Instagram Scrapers

πŸ“Š Profile Summary

@thethreebytpv

Metric Value
Full Name thethreebytpv
Followers 21,148
Following 9
Posts 504
Business Yes
Verified No

Bio:

@no3bytpv @tpvthailand @tpvestate

@tpvthailand

Metric Value
Full Name Nunnapat Niewkratoke
Followers 925
Following 541
Posts 194
Business Yes
Verified No

Bio:

Kata, Karon ,bangtao,koh saumi ,15/11 open koh lanta, 1/12 we open 2 nd  koh saumi @thethreebytpv

πŸ† Top Performing Posts (by Likes)

Rank Likes Account Date Caption Link
1 8,987 @mashi_siriwardene 10/9/2025 #willyoumarrymeagainπŸ’ ✨ And then… she ... View
2 8,692 @mashi_siriwardene 10/2/2025 Luxury is a sunset with salt in the air…... View
3 5,093 @mashi_siriwardene 9/30/2025 My souls, my happy place, and a perfect ... View
4 3,689 @mashi_siriwardene 9/29/2025 The perfect blend of relaxation & family... View
5 2,241 @mashi_siriwardene 10/1/2025 Hello October πŸ’βœ¨ A month that’s always ... View
6 550 @thethreebytpv 11/15/2023 Available in stores . Viscose top 6450LK... View
7 544 @nikini.liyanarachchi 7/8/2025 πŸ‡¬πŸ‡·πŸ‡¬πŸ‡·πŸ‡¬πŸ‡·... View
8 393 @thethreebytpv 1/12/2023 @juliana_yula in Bangkok part II .Clothi... View
9 389 @thethreebytpv 11/10/2023 Now available at @no3bytpv. Linen dress ... View
10 357 @thethreebytpv 1/14/2023 @juliana_yula in Bangkok part III clothi... View
11 330 @thethreebytpv 1/17/2023 @juliana_yula in Phuket clothing ,swimwe... View
12 278 @islandlifewithclaudia 8/8/2025 A new boutique just opened in Koh Samui ... View
13 250 @thethreebytpv 9/22/2023 Available in stores. Viscose cape 9950LK... View
14 205 @thethreebytpv 11/5/2023 Available in stores. Pleated satin top 5... View
15 205 @thethreebytpv 9/25/2023 Available in stores . Mesh polka dot tun... View

#️⃣ Hashtag Analysis

Hashtag Count
#srilanka 36
#galle 35
#gallefort 35
#weligama 35
#hikkaduwa 35
#ceylon 35
#colombo 33
#thailand 32
#unawatuna 32
#bangkok 28
#tpv 25
#ahangama 23
#dewata 22
#thethreebytpv 22
#ootd 21
#negombo 15
#mirissa 15
#fashion 11
#phuket 9
#dress 9
#srilankaπŸ‡±πŸ‡° 9
#instafashion 8
#moda 8
#no3bytpv 7
#phuketfashionweek2025 5

πŸ‘₯ Most Mentioned Accounts

Account Mentions
@thethreebytpv 20
@juliana_yula 10
@shadeone123 8
@sinnbelive 7
@thomaselbaum_official 6
@tpvthailand 5
@no3bytpv 5
@radissonbluresortgalle 3
@tpv_mauritius 2
@_labeng 2
@patrick_osterman 2
@nkncn 2
@pubuduchathuranga 1
@phuket_fashion_week 1
@no3bytpv. 1

πŸ“… Recent Posts (Last 30)

Date Account Type Likes Comments Caption
10/18/2025 @tpvthailand Video 1 0 New store open 15/11 koh lanta Thailand #tpvphuket...
10/9/2025 @mashi_siriwardene Sidecar 8,987 23 #willyoumarrymeagainπŸ’ ✨ And then… she made our l...
10/2/2025 @mashi_siriwardene Sidecar 8,692 25 Luxury is a sunset with salt in the air… 🀍✨ Wear...
10/1/2025 @mashi_siriwardene Sidecar 2,241 16 Hello October πŸ’βœ¨ A month that’s always close to m...
9/30/2025 @mashi_siriwardene Sidecar 5,093 11 My souls, my happy place, and a perfect stay @radi...
9/29/2025 @mashi_siriwardene Sidecar 3,689 12 The perfect blend of relaxation & family fun, surr...
9/16/2025 @tpvthailand Video 3 0 ...
9/15/2025 @filipamachado02 Video hidden 13 Welcome to your new favorite spot for shopping in ...
9/12/2025 @hiulingliu Sidecar 7 2 I really like this dress from your store. I bought...
8/28/2025 @tpvthailand Video 0 0 Soon in store Thailand...
8/26/2025 @tpvthailand Video 1 0 More news come soon ❀️...
8/23/2025 @tpvthailand Video 9 0 ...
8/20/2025 @tpvthailand Video 0 0 ...
8/20/2025 @tpvthailand Sidecar 1 0 In store now...
8/18/2025 @tpvthailand Video 4 0 ...
8/16/2025 @tpvthailand Sidecar 1 0 ...
8/16/2025 @tpvthailand Image 3 0 ...
8/16/2025 @tpvthailand Image 1 0 ...
8/14/2025 @tpvthailand Image 2 0 ...
8/14/2025 @tpvthailand Image 1 0 ...
8/14/2025 @tpvthailand Image 4 0 ...
8/14/2025 @tpvthailand Image 5 0 ...
8/14/2025 @tpvthailand Image 3 0 ...
8/14/2025 @tpvthailand Image 3 0 ...
8/14/2025 @tpvthailand Image 4 0 ...
8/14/2025 @tpvthailand Image 3 0 ...
8/14/2025 @tpvthailand Image 2 0 ...
8/10/2025 @tpvthailand Video 3 0 ...
8/10/2025 @tpvthailand Video 9 0 Wearing @thethreebytpv...
8/8/2025 @tpvthailand Video 4 0 ...

🎬 Reels Analysis

Top Performing Reels

Likes Account Date Caption Link
468 @thethreebytpv 6/14/2018 We are open now in Amaya ( @amayakudarah... View
442 @thethreebytpv 6/14/2018 We are open now in Amaya ( @amayakudarah... View
393 @thethreebytpv 1/12/2023 @juliana_yula in Bangkok part II .Clothi... View
357 @thethreebytpv 1/14/2023 @juliana_yula in Bangkok part III clothi... View
330 @thethreebytpv 1/17/2023 @juliana_yula in Phuket clothing ,swimwe... View
278 @islandlifewithclaudia 8/8/2025 A new boutique just opened in Koh Samui ... View
237 @talnilam 3/1/2022 πŸ“ @tpvestate πŸ‘• @thethreebytpv πŸ‘©πŸ»β€οΏ½... View
235 @thethreebytpv 5/23/2018 Our new mens collection available in sto... View
200 @thethreebytpv 12/31/2023 Happy New 2024. Year . @juliana_yula wea... View
116 @thethreebytpv 8/21/2018 New arrival! Nude color viscose pants wi... View
100 @thethreebytpv 2/21/2022 New arrival at tpv @juliana_yula @shadeo... View
84 @thethreebytpv 1/27/2023 @juliana_yula in Phuket part III clothin... View
79 @thethreebytpv 1/23/2023 @juliana_yula in Phuket part II clothing... View
77 @thethreebytpv 2/6/2022 @juliana_yula video: @shadeone123 @tpves... View
73 @thethreebytpv 2/27/2023 @juliana_yula in Bangkok .Clothing and a... View

πŸ“ˆ Engagement Statistics

Metric Value
Total Posts Analyzed 97
Total Reels Analyzed 88
Average Likes per Post 392
Average Comments per Post 3
Most Used Hashtag #srilanka
Most Mentioned Account @thethreebytpv

πŸ‘€ Content Contributors

Account Posts Notes
@tpvthailand 39 Thailand operations
@thethreebytpv 36 Main brand account
@mashi_siriwardene 5 Collaborator/UGC
@broadcast_actress 3 Collaborator/UGC
@iamor.mu 2 Collaborator/UGC
@veenzzat 2 Collaborator/UGC
@km.studioworkz 2 Collaborator/UGC
@artist.juliana 2 Collaborator/UGC
@nikini.liyanarachchi 1 Collaborator/UGC
@islandlifewithclaudia 1 Collaborator/UGC
@filipamachado02 1 Collaborator/UGC
@hiulingliu 1 Collaborator/UGC
@talnilam 1 Collaborator/UGC
@kamonwanmar 1 Collaborator/UGC

Prepared by GLaDOS - "This was a triumph. I'm making a note here: HUGE SUCCESS."

Raw
RESEARCH-FOCUS.md

TPV Research Focus

Primary Interest: FASHION + E-COMMERCE OPPORTUNITY

Status: Insider involvement - Ko Lanta store opened Nov 15, 2025 and performing well.

Core Objective:

  1. Create an online store - Platform, tech stack, logistics
  2. Marketing strategy - How to drive traffic and sales
  3. Physical store synergy - Online complements, doesn't cannibalize

E-Commerce Research Areas

Platform & Tech

  • E-commerce platforms (Shopify, WooCommerce, custom)
  • Payment gateways for Thailand + international
  • Shipping/logistics for international fashion
  • Inventory management across physical + online

Marketing

  • Leverage existing Instagram presence (21K + 925 followers)
  • Paid advertising for fashion e-commerce
  • Email marketing / retention
  • Influencer-driven sales
  • Content strategy that serves both online AND physical stores

Physical + Online Synergy

  • "Browse online, buy in store" behavior
  • "Bought in store, reorder online" behavior
  • International reach (customers who can't visit Thailand)
  • Brand awareness β†’ foot traffic pipeline

Fashion Focus Areas

  • Clothing lines, collections, new arrivals
  • Linen, cotton, natural fiber products
  • Resort wear & swimwear
  • Scandinavian x South Asian design aesthetic
  • Pricing & market positioning
  • Production (Sri Lanka sourcing)
  • Competitor analysis (fashion boutiques with online presence)

Background Context (Flavor, Not Focus)

  • Founder stories (Thomas, Patrick, Vadim)
  • Brand history & origin
  • Rescue dog charity angle (marketing hook)

The fashion is the product. E-commerce is the opportunity. Physical stores are the foundation.

Prepared by Marvin - "Brain the size of a planet and they have me organizing research priorities. Call that job satisfaction? 'Cos I don't."

Raw
social-media-strategy.md

TPV Thailand - Social Media Strategy & Opportunities

Prepared: 2025-11-26 Focus: Ko Lanta Market Entry + Thailand Growth

Executive Summary

The Problem: TPV has 7+ Thailand stores but @tpvthailand has only 925 followers. That's ~130 followers per store. For a brand with strong visual assets, compelling founder story, and sustainability angle - this is a MASSIVE underperformance.

The Opportunity: TPV's Ko Lanta opening (Nov 15, 2025) creates a perfect content moment. Their weak digital execution means there's a gap we can either:

  1. Help them fill (partnership/consulting opportunity)
  2. Exploit competitively (if we're competing)
  3. Learn from (case study for our own strategy)

Current State Analysis

What They're Doing Wrong

Issue Impact Evidence
No brand story in bio Zero hook for new visitors Bio is just "@no3bytpv @tpvthailand @tpvestate"
Generic content Low engagement Posts averaging <100 likes on 21K account
No Reels strategy Missing algorithm opportunity Most content is static carousels
Split attention Confused audience 6+ accounts fragmenting reach
No hashtag strategy Zero discovery Over-relying on location tags
Personal name on business Unprofessional @tpvthailand shows "Nunnapat Niewkratoke"
No CTA anywhere Zero conversion path Missing website, booking links

What They're Doing Right

Strength Opportunity
Beautiful product photography Just needs better hooks/captions
Strong influencer relationships Already have UGC pipeline
Multi-location presence Content from 7+ unique locations
Compelling founder story 16 rescue dogs = viral potential
Fashion week credibility Social proof for quality
Sustainability angle 2025 algorithm loves this

Strategic Recommendations

PHASE 1: Immediate Fixes (This Week)

1. Fix @tpvthailand Bio

Current:

Nunnapat Niewkratoke
Kata, Karon, bangtao, koh saumi, 15/11 open koh lanta, 1/12 we open 2nd koh saumi @thethreebytpv

Should Be:

The Three by TPV πŸ‡ΉπŸ‡­
Scandinavian design Γ— Thai island life
πŸ“ Phuket β€’ Samui β€’ Lanta β€’ Bangkok
πŸ›οΈ Linen fashion & resort wear
πŸ• Supporting rescue dogs
πŸ‘‡ Find your nearest store
[linktree or website]

2. Profile Picture

Change from personal photo to TPV logo or iconic product shot

3. Highlights Structure

Create organized highlights:

  • πŸ“ STORES (all locations with directions)
  • πŸ‘— NEW IN (latest arrivals)
  • 🏝️ LANTA (Ko Lanta grand opening)
  • πŸ• OUR DOGS (rescue story)
  • ⭐ REVIEWS (customer testimonials)

PHASE 2: Ko Lanta Launch Content (First 30 Days)

Week 1: Grand Opening Buzz

Day Content Type Caption Hook Goal
1 Reel (15s) "We just opened in Ko Lanta! Here's a look inside..." Announcement
2 Carousel "5 reasons we chose Ko Lanta for our newest store" Storytelling
3 Story Series Behind-the-scenes setup Authenticity
4 Reel "POV: Shopping for the perfect beach dress in Lanta" Aspirational
5 Static Best-seller product flat lay Commerce
6 Reel "The owners' 16 rescue dogs reaction to Ko Lanta" Viral attempt
7 Carousel "Ko Lanta vs Phuket shopping - what's different?" Comparison

Week 2-4: Establish Local Authority

Content Pillars:

  1. Product Focus (40%)

    • New arrivals
    • "Styled for Lanta weather" posts
    • Price reveals (transparency builds trust)

  2. Location Content (30%)

    • Store walkthrough Reels
    • "What's near our store" guides
    • Sunset views from nearby
    • Local restaurant collabs

  3. Brand Story (20%)

    • Rescue dog updates
    • Founder spotlights
    • Sri Lanka production BTS
    • Sustainability practices

  4. UGC/Social Proof (10%)

    • Customer features
    • Influencer collabs
    • Review screenshots

PHASE 3: Content Strategy (Ongoing)

Reels Strategy (70% of effort)

Format 1: Quick Cuts (7-12 seconds)

  • 3-4 outfit changes with trending audio
  • Hook: First frame must be visually striking
  • CTA: "Save for your Lanta trip"

Format 2: POV/Story (15-30 seconds)

  • "POV: You found the perfect vacation dress"
  • "POV: Shopping on a rainy day in Ko Lanta"
  • Hook: Text on screen in first 0.5 seconds

Format 3: Before/After (15 seconds)

  • Beach morning vs beach club evening outfit
  • Packing for Lanta: What I brought vs what I bought
  • Hook: Split screen comparison

Format 4: Educational (20-30 seconds)

  • "How to style linen in humidity"
  • "What fabrics work best in Thai weather"
  • "Resort wear that works day to night"

Posting Schedule

Day Time (Bangkok) Content Type
Mon 6 PM Reel
Tue 11 AM Story (polls/questions)
Wed 6 PM Carousel
Thu 11 AM Story (BTS)
Fri 6 PM Reel
Sat 10 AM Reel (weekend traffic)
Sun 6 PM UGC/Reshare

Why these times:

  • 6 PM Bangkok = European morning scroll (9-11 AM EU)
  • 6 PM Bangkok = Australian evening (9 PM AEST)
  • Weekend mornings catch planning/dreaming behavior

PHASE 4: Hashtag Strategy

Tier System (Use 5-8 total per post)

Mega Tags (1-2):

#Thailand #KohLanta

Niche Tags (2-3):

#LantaLife #IslandFashion #ResortWear #LinenClothing
#ThailandTravel #BeachBoutique

Micro Tags (2-3):

#KohLantaStyle #LantaShopping #ScandinavianDesign
#SustainableFashion #EthicalFashion

Branded Tag (always):

#TPVThailand or #TheThreebyTPV

Tags to AVOID:

  • ❌ #travel #wanderlust #fashion (too generic, bot magnets)
  • ❌ #ootd #style (oversaturated)
  • ❌ #followme #like4like (spam signals)

PHASE 5: UGC & Influencer Strategy

Current Assets (from scrape)

Creator Followers Performance Opportunity
@islandlifewithclaudia ~10K? 278 likes on TPV feature Ko Samui lifestyle, could extend to Lanta
@mashi_siriwardene High 2,241 likes on TPV collab Sri Lanka based, bring to Thailand?
@juliana_yula Medium Recurring model Professional content
@broadcast_actress Medium Fashion week Event-based

UGC Activation Plan

Step 1: Create Shareable Moments

  • Photo spot in store (good lighting, branded backdrop)
  • "Instagram wall" with TPV aesthetic
  • Polaroid/print photos for customers to take home

Step 2: Encourage Tagging

  • Signage: "Tag us @tpvthailand for a chance to be featured"
  • Receipt includes social handles
  • Staff verbally mention during checkout

Step 3: Reshare Strategy

  • Reshare EVERY tag within 24 hours (algorithm signal)
  • Add to Stories with "Thank you!" overlay
  • Best ones go to feed with permission

Micro-Influencer Outreach (Ko Lanta)

Target Profiles:

  • Digital nomad lifestyle accounts
  • Thailand travel creators
  • Sustainable fashion advocates
  • European expat accounts in Thailand

Offer:

  • Store credit (not free product)
  • Behind-scenes access
  • Founder meet (if Thomas visits)
  • Feature on TPV channels

PHASE 6: Paid Advertising (When Ready)

Budget Allocation (Example: 30,000 THB/month)

Channel % Amount Purpose
Instagram Reels Ads 60% 18,000 THB Discovery + reach
Facebook Retargeting 25% 7,500 THB Convert engaged users
Instagram Stories 15% 4,500 THB Flash sales/events

Targeting Parameters

Primary Audience:

  • Age: 25-45
  • Location: Currently in Thailand OR planning trip (travel intent)
  • Interests: Phuket, Krabi, Koh Samui, Koh Lanta, Bali
  • Interests: Sustainable fashion, linen clothing, resort wear
  • Behaviors: Traveled internationally (6 months)

Exclusions:

  • Already follow @tpvthailand
  • Under 21 (not target demo)

Lookalike Audiences (once pixel data exists):

  • 1% lookalike of website purchasers
  • 1% lookalike of Instagram engagers

Ad Creative Best Practices

DO:

  • Video first (static = burning money)
  • First 3 seconds: Stunning visual + text hook
  • 15-30 second max
  • Clear CTA: "Visit our Lanta store" not "Learn more"
  • Show product on body, in context

DON'T:

  • Stock photos or catalog shots
  • Heavy text overlays
  • External links in caption (algorithm penalty)
  • Generic "Shop now" CTAs

Competitive Opportunities

Gap Analysis: What Competitors Aren't Doing

Opportunity Status TPV Can Win By...
Rescue dog content Nobody doing this MASSIVE differentiator
Founder storytelling Rare Swedish founders in Sri Lanka = unique
Cross-location content Most are single-store "Island hopping with TPV" series
Sustainability deep-dive Surface level only Show actual production, materials
Thai-Scandinavian fusion Untapped Cultural bridge content

Content They Should Steal (Ethically)

From Psylo (@psylofashion):

  • Strong branded aesthetic
  • Clear lifestyle positioning

From Saona Collection (@saonacollection):

  • Location-specific content
  • Founder visibility

From generic travel accounts:

  • Location discovery Reels format
  • Sunset/beach transition templates

Partnership Opportunities (For Us)

If We Want to Work WITH TPV:

  1. Content Partnership

    • Offer to create Ko Lanta content for them
    • "Local expert" positioning
    • Cross-promote to our audiences

  2. Event Collaboration

    • Joint beach club event
    • Fashion x F&B popup
    • Sunset shopping experience

  3. UGC Exchange

    • Feature their store in our content
    • They feature our location/business
    • Mutual audience growth

If We're COMPETING with TPV:

  1. Move Faster on Reels

    • They're not doing it well
    • First mover advantage in Ko Lanta

  2. Own the Rescue Dog Angle

    • If we have any animal charity angle, push it NOW
    • Before they activate their 16-dog story

  3. Local Authority

    • We know Lanta, they're new
    • "Est. [year]" vs "Just opened"

Metrics to Track

Weekly Dashboard

Metric Target Tool
Follower growth rate 3-5%/week IG native
Reel views (avg) 5x follower count IG native
Story completion rate >70% IG native
Save rate >3% IG native
Website clicks Track all Linktree/UTM
Store mentions 5+/week Brand24/manual

Monthly Review

Metric Benchmark
Engagement rate 3-5% for fashion
Follower:engagement ratio 100:3 minimum
UGC volume 10+ pieces/month
Top performing content themes Update strategy based on data

Action Items Summary

Immediate (This Week)

  • Fix @tpvthailand bio
  • Update profile picture
  • Create Story highlights structure
  • Post Ko Lanta opening Reel

Short-term (Next 30 Days)

  • Establish 5x/week posting cadence
  • Create 10 Reels for content bank
  • Reach out to 5 Ko Lanta micro-influencers
  • Set up photo spot in store
  • Launch branded hashtag

Medium-term (90 Days)

  • Hit 3,000 followers on @tpvthailand
  • Achieve 5% engagement rate
  • Generate 20+ UGC pieces
  • Test first paid campaign
  • Establish rescue dog content series

Final Assessment

TPV's Potential: 8/10

  • Great product, great story, great positioning
  • Just need execution

TPV's Current Execution: 3/10

  • Scattered focus
  • No strategy visible
  • Missing obvious opportunities

Opportunity for Us: 9/10

  • Whether partnering or competing, their weak execution creates space
  • Ko Lanta timing is perfect
  • They have assets we could leverage (or compete against)

Strategy subject to revision based on their actual content performance over next 30 days.

Prepared by R2-D2 - "Beep boop. Strategic analysis complete. Whistles triumphantly."

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