Attitudes Apparel strengthens presence in RP fashion industry

MANILA, Philippines - In the volatile Philippine fashion industry, few survive as many new big and small enterprises enter and exit this particular industry. Some make it big for a while and disappear like a bubble. Others enjoy the limelight while the stage and its audience are enchanted by the glitter of trendy silhouettes that soon fade and falter in the real world.

Haute couture was prominent in the 50s to the 70s. The glitterati’s crème de la crème patronized and revolved around a few mega couturiers who dominated the fashion circles for decades. Not to be outdone, even the hoi poloi had their own popular neighborhood seamstresses or “costureras”. But all this crumbled when RTW emerged as a retail marketing strategy in the 70s in the Philippines, a carryover from the USA. Filipino consumers welcomed this trend as it “democratized” economic classes and made fashion accessible to the masses. This development was also the start of the battle of the brands. All kinds of brands were introduced in the market for ladies, men’s wear, teens, children, sportswear. Niche marketing became a strategic tool in the garments retail business. Competition then was keen and remains to be so here and now.

One brand that has survived the fashion cycles as well as the economic and political upheavals that rocked the Philippines is attitudes of Attitudes Apparel Inc.

attitudes competes in the high quality, premium-priced segment of the apparel industry. It has focused on this segment since the 70s, especially on the high-end career crowd, the professionals, business executives, managers and employees. These are the attitudes customers who are willing to explore new trends but who generally lean on the classic fashion designs that do not go out of style.

Fashion, after all, is a very personal statement. It involves a person’s attitudes towards colors and shapes and fabrics and how these affect the moods and passions and personalities of people. Fashion, and the attitudes it triggers, should be positive influences that enhance an individual’s image and aura.

Attitudes Apparel Inc., almost three decades in the business, seems to be in the right track. The company brings its men’s and ladies’ products to customers through reliable, sought-after distribution channels—the big chain department stores of SM Shoemart nationwide, Landmark, Ever, Crossings, Cinderella Gaisano, Robinsons Dept. Stores and Victoria Dept.

attitudes is right there in the mainstream of the market. Its ladies apparel consists of dresses, skirts, sleeveless blouses and shirts with long and short sleeves. Dressy/casual/Capri pants, shorts, blazers, jackets, sportswear. Mix and match any of these and accessorize for casual career and formal attire. Report for work in a stylish blazer and dressy slim fit pants ensemble in the morning, and prepare to dash for a concert or a cocktail reception in the evening by just replacing the blazer with a striking fuchsia silk blouse, accessorized with a string of black pearls and 5-inch stiletto heeled satin shiny black shoes.

attitudes men caters to the male executives who demand exclusivity, premium quality, comfort and affordability from their favorite apparel brand.

Men’s attitudes line is comprised of woven shorts and shirts with long sleeves, knitted shirts with short and long sleeves, cotton chino jackets, micro fiber jackets, cotton chino pants, dressy pants, knitted vest, neckties, shorts, golfwear.

attitudes men has added the Barong line and the Bamboo suits which business executives find quite affordable, stylish and comfortable.

With 54 outlets nationwide, Attitudes Apparel Inc. is bent on opening more outlets in 2009. Since 1975, it has been catering to corporate executives, business people and professionals. It certainly has its pulse on the market and is exploring ways of now reaching even the low-end sectors.

There is no doubt attitudes will stay on. It continues to innovate while enhancing its classical lines and silhouettes. History repeats itself as the fashion cycle merges the past, the present and the future. As fashion in the Philippines triggers positive attitudes towards the apparel industry, attitudes strengthens its brand, its image and its market share.