Mc Group, Thailand’s No. 1 apparel and lifestyle brand, is stepping confidently into its 51st year with continued resilience and growth despite economic challenges. The company has announced a comprehensive strategy to integrate Artificial Intelligence (AI) across its operations from in-store customer analytics and membership data management to virtual try-on experiences and accelerated online expansion, reinforcing its long-term sustainable growth strategy.
Mr. Matthew Kichodhan, Chief Executive Officer of MC Group Public Company Limited (SET: MC), the fashion and lifestyle retail operator behind the Mc JEANS brand, stated that over the past five decades the company has continuously evolved in every aspect of its operations, including design, manufacturing processes, inventory management, and distribution channels across both offline and online platforms. In today’s digital era, AI serves as a critical mechanism in elevating business performance and enhancing competitiveness.
The company has implemented In-store customer analysis using AI technology to optimize sales efficiency. Initially deployed in four flagship stores: Fashion Island, Central Westgate, Mega Bangna, and Future Park Rangsit. The system analyzes customer behavior and in-store traffic patterns to refine store layouts and empower staff with actionable insights. Within six months of implementation, customer traffic at these stores more than doubled. When supported by well-timed and personalized product recommendations from sales staff, conversion rates improved significantly. AI systems are currently operating in 41 branches nationwide, with plans to expand coverage to 100 branches by 2026
On the customer engagement front, Mc Group leverages AI-Driven Precision CRM to manage and analyze data from approximately 1.8 million members. This enables highly personalized marketing communications and product recommendations tailored to individual preferences.
As of FY2026 to date, CRM-driven sales contribute approximately 60% of the company’s total revenue, a significant increase from 40% in FY2025. This growth reflects the effectiveness of the company’s AI-powered data analytics in deepening customer engagement, increasing purchase frequency, and strengthening long-term brand loyalty.
The company is also preparing to introduce Virtual Try-On technology for its members, allowing them to redeem loyalty points to access an online fitting model. Initially, customers will be able to try two items such as a top and jeans with plans to expand to total look styling in the future. The initiative is expected to attract new members while encouraging more confident and accurate purchase decisions.
Mr. Nopadol Tangdenchai, Chief Technology Officer of Mc Group Public Company Limited, added that Virtual Try-On (VTO) represents a key trend in modern fashion retail. The technology enables customers to visualize how apparel particularly jeans and tops fits their body shape in real time via a smartphone web application, offering a near-physical fitting experience before making a purchase decision.
Mc Group expects VTO to enhance purchase confidence, reduce return rates, accelerate production and distribution cycles, optimize inventory management, and deliver truly personalized shopping experiences at scale. In its initial phase, the service will be available to Mc’s 1.8 million members, who can redeem loyalty points to try selected items such as tops, jeans, or skirts, before expanding to full “Total Look” styling in the future, Mr. Nopadol added.
AI integration has also become a key growth driver for the company’s e-commerce business. By combining Virtual Try-On, AI-Driven Precision CRM, and advanced online behavioral analytics, Mc Group has significantly improved product targeting accuracy, strengthened purchasing decisions, and enhanced personalized customer experiences.
Mr. Piya Oranriksuphak, Chief Financial Officer of MC Group Public Company Limited, reported that in the first half of 2026, the company recorded total sales revenue of THB 2,393 million, representing an increase of THB 215 million or approximately 10% compared with the same period last year. In the second quarter alone, total revenue reached THB 1,492 million, up THB 156 million or approximately 12% year-on-year.
Building on this strong financial performance, Mr. Matthew stated that the company has strategically enhanced its e-commerce and overall online channel performance by deploying AI to recruit and track high-performing influencers aligned with its target audience. Through data-driven selection and real-time performance monitoring, the company is able to optimize marketing efficiency and maximize return on investment across digital campaigns.
Advanced analytics enable precise measurement of sales impact, customer acquisition cost, and conversion rates, while AI-powered marketing automation streamlines campaign execution, personalized content delivery, and customer journey management across platforms. Collectively, these initiatives have strengthened digital traffic quality, improved conversion efficiency, and accelerated revenue growth, reinforcing Mc Group’s scalable and data-driven online growth model.
The company’s performance reflects the strategic integration of AI into store management, merchandise planning, and membership expansion. Customers can now access Mc Jeans products more conveniently, select items that match their body shape and lifestyle, and enjoy a genuinely personalized shopping experience.
