Inside Central Chidlom’s luxury makeover in Bangkok

Words used for praise in marketing have a tendency to get overused to the point of being meaningless, thus requiring replacement every couple of years. So it is with words like ‘redefining’ and ‘reimagining’, which are now wheeled out so frequently that the listener just glazes over. And as for ‘innovative’, well, that’s just so 2022. No one even remembers what the superlative du jour was before that. So when Natira Boonsri, CEO of Thailand’s Central Department Store Group, gushe

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