Exclusive Interview: Nopnarit Lieopanich and his visionary to elevating Thai fashion to the global stage

"...Nopnarit Lieopanich, Founder of Z Communications, the Marketing and PR Agency Behind Global Luxury Brands Such as Burberry, Saint Laurent, and Hermès. Beyond his expertise in public relations, Navel is also a key driving force in propelling Thailand onto the global fashion stage..."

Nopnarit has made a name for himself as a brand communications expert and a Master of Strategic Marketing, earning the trust of over 30 global brands that seek his expertise. Beginning his career in public relations, he has since evolved into a Luxury Marketing Consultant, with a core mission to drive brand growth, even in the most competitive markets.

#legendTH: What aspects of brand management does Group Z International handle for clients?

NL: We don't have a clearly defined scope. When people ask what we do, we usually say we’re a luxury marketing consultant, but that doesn't quite convey what we’re about. People tend to think we’re a PR agency, but if you get to know us, we're much more than that. We go further by incorporating research for our clients, and we also manage social media, such as Line Official, for various brands. Our focus is on serving our clients. So, when a client asks us something like, "What’s your scope?" or "What are your rate cards?" we can't give a simple answer, because our business is based on the success of the brand. If a client says they want to do four or five things, we offer a 360-degree approach, advising them on how to develop the brand and suggesting a roadmap, working together as strategic partners.

#legendTH: What do you think attracts leading global brands to entrust Group Z International with their brand management?

NL: The most important factor would be attentiveness. Secondly, I have been on a roadshow circuit since 2014. My approach to business might be different from others. Around 10 years ago, when people would typically pitch brands in Thailand to gain clients, I didn’t do that. I flew abroad with no connections, and whenever I wanted to speak to a brand, I went straight to them. Between 2014 and 2016, I was in Singapore almost every month. Instead of slowly expanding the business by 10 or 20 percent, during the luxury boom, it expanded exponentially. Back then, people in Singapore, Hong Kong, or the UK knew us better, while brands in Thailand were less familiar with us. I’ve worked with a lot of international partners.

#legendTH: Any special techniques for approaching potential clients?

NL: It’s quite an unusual roadmap. I had more opportunities because of how much I travelled. I met regional and global clients because I’m somewhat old-fashioned and prefer face-to-face meetings. At the same time, instead of just flying for a meeting, I would spend an additional three to four hours knocking on doors at different brands. Of course, there were times when it didn’t work out, but in the long run, it paid off. Clients choose us because of our attentiveness. What’s more, we understand this industry deeply. I’ve been involved in it for a long time. I love fashion and have been immersed in luxury for years, not just on a superficial level. We work with a lot of research behind us. Even today, when speaking with clients, I still refer to research from 2017. So, when we plan something, brands see that we have data to back it up, along with the integration of Thai culture and creative thinking. Today, speed to the market is the most important thing.

#legendTH: Tell me more about how to run a business alongside fashion trends

NL: We need to separate the direction of business from the direction of fashion. I focus more on the direction of business and consumer behaviour because I'm not a designer. I rely on research more than trends. This year, research shows that Thailand is a fashion destination. Asia is the destination for luxury brands, with South Korea, Japan, and India having only 1% of the luxury market, but high growth potential. The rest is Southeast Asia, which includes Thailand and Indonesia. Moreover, there’s a shift in target customer groups. Previously, most brands targeted Gen Z, but today it’s no longer the case. We are now targeting people aged 45 and above (Silver Spenders) because they have purchasing power. If you market to Gen Z, they have no loyalty to brands. When the market shifts, communication strategies also change, and the way we choose KOLs and influencers needs to be adapted accordingly. This is one example of how we work.

#legendTH: What is your formula for success in business?

NL: My business doesn’t follow a playbook. The first thing is identifying opportunities in the market. Honestly, if I see something as an opportunity, I’ll just go for it and adapt along the way. I don’t focus on the costs involved but on the opportunity. Whenever there’s an opportunity, I’ll explore it. As I mentioned, I’d knock on the doors of brands. People would call me crazy because each trip costs fifty to sixty thousand, and it adds up to hundreds of thousands a year. But if you look at it in the long run, even if we land just one deal per year, it’s worth it. I think about the customer lifetime value. For instance, if they pay us 50,000 Baht per month, that’s 600,000 Baht a year. If they stay with us for ten years, that’s six million, not even counting the referrals they may bring. Everyone has their own methods. The second thing is creative marketing, how to promote the company and make it well-known. Now, all platforms are open. We can promote through TikTok, Twitter, or even our website with proper SEO. The most important thing is developing a team with skills that meet global standards. We teach them to learn from their mistakes. That way, the team will have more self-esteem in their work and feel more involved in the success of different projects.

#legendTH: Which brand played a significant role in shaping Group Z International into what it is today?

NL: If we’re talking about local brands, Sansiri would be the first one that got me to do research and apply it to my work. The second brand that really led to the creation of Z is Luxottica, an eyewear manufacturer that allowed me to first touch fashion brands. The third brand that truly made my work exciting was Red Bull, which changed everything completely. In the early stages of working with Red Bull, we worked on the Red Bull Cliff Diving World Championship, a European Red Bull with the blue can, which came to Thailand for the first time. I was constantly learning and feeling excited because this was something I truly loved. The fourth brand that taught me a lot about working 360 degrees was Valentino, both online and offline.

#legendTH: What project is widely talked about, but people don’t always know it’s your company’s work?

NL: Valentino Café brought in a lot of customers for us. People in Singapore are quite familiar with it, but many in Thailand don’t know who conceptualised or executed this project. The idea came from our desire to create a takeover café. We went ahead and took over an entire coffee shop. Many people might say this idea is old, but we were one of the first to do it. We didn’t just take over; we completely redesigned everything, from the furniture to the coffee beans. We even created the Valentino Blend, which we exported to Australia and Singapore. Additionally, we began creative activations on Line Official.

#legendTH: In 2025, where do you plan to take Group Z International?

NL: Actually, Z has been known at a regional level for some time now. This year, we want to take it to the global stage. I don’t know how far we’ll go, but it’s a new challenge for me. I’m proud to be where I am today. I still remember when I started this company back in August 2012. We began with public relations as our main focus and had just five employees. I did everything myself, from writing news, and editing, to clipping. At that time, I couldn’t even imagine reaching where I am now. I just kept my head down and kept going. As I said, when I saw an opportunity, I took it. At worst, I would just waste time, but I tried to manage things as best as I could. If you ask how we plan to go global, I want to collaborate with global partners who will help make us more well-known and also develop Thai talent to work at the global level.

#legendTH: Would you consider this one of the challenges in your work?

NL: I’m the type of person who loves trying new things, but it has to be something that’s relevant to us. Right now, everyone is starting to focus on Thailand, and the question is: how can we bring Thailand to the global stage? It’s not just about being a brand ambassador or having high engagement. I’m thinking about how to rise to the next level, using those benefits to create collaborations with global artists and elevate ourselves further. Like Jeff Satur, who’s starting to collaborate with Korean artists. Opening doors like that is a great move. And it doesn’t stop there. It will help give Thailand more recognition, bring more tourists, and open up many opportunities. One of my challenges this year is to develop and elevate Thai talent to a global level. I’m clear about this, this is my number one mission.

#legendTH: Where do you see this mission heading, and who are you focusing on?

NL: It’s a lot to take in, but we match brands with people. And when someone stands out or is a perfect fit, we present them to the brand. Signing brand ambassadors isn’t just about putting a celebrity with a brand; we need to understand the brand's identity first and match the right person to it. Take Jeff Satur, for example. I’ve worked with him since he had a few hundred thousand followers. He’s such a lovely person and very professional. We’ve been collaborating with him for nearly two years, and now he’s the brand ambassador for Valentino. In some cases, a person may not be right for the brand initially or may not be ready. After four to six months of working with them, they might turn out to be exactly what the brand needs. So, we can’t be too rigid. We need to move with the market, not just follow trends. For example, with Bright and Burberry, it took about two years to sign him as a brand ambassador. It took 18 to 24 months of working together before we could seal the deal. But now, it’s different. Sometimes, after just two months of seeing potential, a brand might sign them right away.

#legendTH: In your view, how do you think Thai fashion can reach the global stage if it's not about talent or seeing Thailand as a Fashion Destination?

NL: Fashion Destination is certainly one thing, and luxury fashion is another. Internationally, people view Thailand as a hub of creative talent, including fashion designers. One thing I’d prefer to avoid is the "Me Too" mentality, seeing someone else’s success and simply copying it. I believe everyone has their own unique path to follow. Today, everything is open and accessible, and I’m confident that Thai designers can make it to the global stage, as long as they find their own identity. Recently, I attended a show by a Thai designer in New York, and it made me think, let’s not stop here. If multiple brands come together and collaborate, we can push Thai creativity onto the global stage. I don’t want us to try and become the next Giorgio Armani or any other brand. We are Thai designers, and we should embrace who we are. However, we can be Thai designers who are known on the global stage. I don’t want Thailand to be seen as just a Fashion Destination. I view us more as a creative destination. We are rich in creative talent across various fields, whether it’s music, film, design, or food. We’ve come a long way, and we’re only getting started.