Tuesday, October 21, 2008 Manila fashion brand hits Cebu; 2nd store eyed
THE Cebu market’s “chic” fashion sense did not escape the attention of a Manila-based local retail brand, which recently expanded its franchise network to the city.
Wade was established in 2001 with a P1.5-million investment.
It opened its first franchise in Cebu last week at Ayala Center Cebu. Another franchise store is expected to open in SM City Cebu next month.
“Cebu clients are fashionable. We are targeting young professionals who are always on the lookout for what is chic and stylish because they will be wearing such (footwear and accessories) every day,” said Lourdes Lee, Wade managing and finance director.
Lee and business partner Ronald Pineda, who is also president of local clothing company Folded & Hung, are the owners of Wade.
Monthly
Wade designs its monthly collection of footwear for men and women, belts, and bags; and then has these manufactured in Hong Kong and Malaysia.
The collections are distributed to its more than 10 company-owned outlets in Metro Manila as well as to its franchised outlets outside the country’s capital city.
Its new outlet in Ayala Center Cebu already displayed the company’s November and December footwear collection.
Wade is targeting P3 million worth of sales from the Ayala store before the year ends.
“We already anticipate the trends, so we don’t repeat our designs for our products, like shoes for men and women, even if a particular design is favored well in the market. Also, there will only be a few pairs for each style,” Lee said.
Advantage
She added that apart from the designs, they also consider their “affordable” prices as an advantage over other lifestyle concept shops being brought to or established in Cebu.
Wade is eyeing the opening of franchised outlets in Davao, Iloilo and Bacolod, as well as five more company-owned stores in Metro Manila in the next two years. (NRC)
