Even fashion can now be franchised — and successfully at that, as proven by several fashion retailers who will be participating in the Franchise 2008, the 16th Philippine International Franchise Conference and Expo (PIFCE), slated on July 9 to 11, at the Renaissance Hotel in Makati City, and co-presented by PLDT Business Solutions and Seaoil.
For the avid fashionista, a clothes franchise is one of the best ways to break into the fashion industry. Whether it’s clothes, bags, shoes, or accessories, there is a wide selection of franchise opportunities in the fashion world.
In the Philippines, franchising has experienced phenomenal growth, proving itself as a resilient and adaptable business strategy since its introduction in the 80’s. Homegrown franchises have paid off for hundreds of Filipino entrepreneurs, including Filipino fashion brands, such as Bench and Maldita.
For over 20 years now, Bench has consistently been a trailblazer of fashion marketing, starting out in 1987 as a small store selling men’s T-shirts.
Operated by the Suyen Corp., Bench grew at an unparalleled rate as its successfully established itself as a fashion brand in the local retail industry offering premium quality products at affordable prices, including a ladies’ line, underwear, fragrances, and a wide array of other lifestyle products.
Bench has also become an industry leader as it pioneered the use of celebrity endorsers, television commercials, and giant billboards, as well as special events such as the highly anticipated biennial denim and underwear fashion show.
To date, Bench has 336 boutiques and department store concessionaires locally, and further expanded abroad, with 14 in the Middle East (Dubai, Oman, Kuwait, Saudi Arabia, Bahrain, and Qatar), three in the US, and almost 50 outlets in major cities of China, as well as numerous wholesalers in Singapore, Brunei, Hong Kong, Japan, India, Lebanon, Palau, Canada, New Zealand and Australia.
Maldita, a boutique for the modern Filipina, has also come a long way since 1999, with its current roster of 23 stores at Ayala, Robinsons and SM malls nationwide.
In keeping with the growing needs and demands of the market, Maldita has launched several sub-labels under its wing: Black Sheep by Maldita, a younger, more playful line and features statement and graphic tees, bags and accessories with an attitude; Maldita Man, tailored but easy-to-wear pieces for the modern Filipino man; and O.U. Little Maldita is for the even younger set, for the Maldita in the making.
Franchising makes it easier to break into the fashion industry, especially for those interested in fashion but do not have previous business experience.
“The franchisor provides the initial training, ongoing support and consulting, national and local advertising programs, ongoing research and development, and even site selection. And then the franchisee becomes his or her boss,” states Froilan Manotok, business and franchise development head and conference chairman of Franchise 2008.
Technology is also an added plus, as it has changed the face of franchising by providing more efficient business systems with computerized inventories, extranets to communicate with franchisees, alternative means of advertising, and an avenue to the global market.