Fisher Mall enters retail fashion industry

MANILA, Philippines - As if building their own mall wasn’t risky enough, the owner of Fisher Mall went the extra mile by going into retail fashion.  

Unlike most malls that only incorporate their own brands after years in operation, Fisher Fashion Store chose a bold and new path — introduce not one, not two but 21 in-house brands in their store. 

 Aileenette Moleen Perez del Rosario, president and CEO of Clothers Asia, the firm behind Fisher Fashion Store, agrees that introducing new house brands this early in the game is a risk, but is worth taking because by making a bold move, Fisher Fashion Store can offer a lot more to its shoppers. 

 â€œOpening a mall, the Fisher Mall itself, is new to us because we were in a different industry so it was a big risk already, but since we’re here, we might as well go all the way for our customers,” enthuses Moleen, the dermatologist who is obviously not just an expert in beauty and skin care but also in curing fashion heartache as well.  

 Fisher Fashion Store, which houses four floors of the eight-floor Fisher Mall, advocates the message, “Look your best and spend much less.” It has something for everyone, from kids to adults.  It carries updated classic fashion for the different fashion looks and mood of the modern-day men and women at value for money and competitive prices.

Some of the in-house brands in Fisher Fashion Store include Felicity, Sway, Disguise, Flaunt, Roberto, Cotton Colony, Sabio, Simon and Juliana, Fisher Basics and Tradisyon, just to name a few. 

 Felicity features ladies wear needed in every woman’s closet. The brand includes classic and comfortable corporate and casual wear.   It fittingly complements Sway, another in-house brand that features denim wear for all shapes and sizes. 

One of the other exciting section in Fisher Fashion Store is a dedicated section for the girls and boys Teenswear – featuring different style that will suit any mood a young girl or boy has – from Rock and Glam, Preppy, Patterns & Prints, Sweet & Sassy to Checks and Prints. Disguise is the in-house brand that offers these different styles.

Flaunt, on the other hand, features beach wear or resort and lounge wear.  The brand includes bikinis, sarongs, cover-ups, caftans, board shorts and similar items. Its counterpart is Sedros for men featuring cotton and linen wears. 

For men, the in-house brand is Roberto, named after the Del Rosario patriarch who made the mall possible.  It features classic executive wear for men. Cotton Colony is the men’s more casual or weekend get-up featuring bright-colored, classic casual chinos, shirts and cotton polos.

For sportswear, they also have Spruce. Interesting pieces are also available for men in their  Sabio collection of trendier detailing on jackets, shirts and pants.

Moleen’s husband, fishing magnate Roberto Simeon “Bobby” del Rosario is the chairman of Irma Fishing and Trading – the country’s biggest commercial fishing firm which supplies fresh catch to local and international market, and chairman of Mallers Management Corp. (MMC) which operates Fisher Mall.   Her stepsons- Paul Gerard del Rosario is the president and CEO of Nautilus II Shipyard and Repair Inc; Roberto Alfonso ‘Obby’ del Rosario is the president and CEO of Fisher Supermarket and Robert Raymond del Rosario is the president and CEO of Fisher Mall.

 The store has also a special brand  for the trendy and active kids, Simon, named after Moleen’s  nine year old son who she devotedly sends to school herself everyday, unmindful if she has slept or not the night before, at the Children’s section which features Happy Nest. Juliana, on the other hand, caters likewise to little girls who are adventurous, independent and expressive.

Fisher Fashion Store is also proud of its in-house Filipiniana section, Tradisyon.  The brand, which can be found lumped with other household items in the Fisher Home Basics, features traditional Filipino crafts and indigenous materials.  

Retail doctor

 Apart from the in-house brands, Fisher Fashion Store also offers fashion and interior decorating services to help customers make the most of their purchases in the store – like a Retail Doctor.  

Moleen explains that if a customer is looking for, say furniture to match existing house decorations, he/she can ask the help of the attendants at the home and house wares department to find the perfect style of furniture or decor that will match what they have at home.  

When shopping for clothes, she adds, customers can also seek the help of their department store attendants to find the clothing and apparel that will best suit their budget and their sense of style. 

 â€œEveryone here is welcome, whether you’re a mom, an office worker, a  student, a business owner, so we pretty much have everything here at the Fisher Fashion Store,” Moleen  assures.  

“For homes, we don’t just sell’ we do home styling.  You can say ‘we need stuff for our bedroom’ and then they’ll suggest items which are not really sets but coordinates which can be put together with what you have at home. This is on top of our fashion consultancy services,” she continues.  

The store also offers custom printing services for shirts, bags, mugs, and all other clothing and apparel. 

 Moleen considers fashion services as a unique aspect of Fisher Fashion Store.  Befitting Fisher Fashion Store’s head, a dermatologist turned retail practitioner.

The fashionable Moleen, who studied BS Medical Technology at the University of Sto. Tomas and finished  her  doctor of medicine at St. Luke’s William H. Quasha College of Medicine, also took up a special course on fashion merchandising at the Fashion Institute of the Philippines.   

 After a few years of medical practice, Moleen — who owns and runs her own Skin and Slimming Center — Dermastrasse, has found her niche in the retailing industry.  She now combines the value of service and love for retail in the fashion and interior decorating services of Fisher Fashion Store. 

 Moleen emphasizes, “retail therapy and some fashion consulting on the side will cure any fashion heartache any day.” 

 The Fisher Fashion Store will shortly present weekly fashion shows starting this March to showcase its latest collections as well as those of the other clothing and apparel brands they now have.   

The department store will also offer free styling and fashion clinics that can help shoppers decide which clothes and make-up will best match their body shape and complexion.  

These service features are aligned with what Fisher Mall — now the newest, hippest and most exciting shopping and dining destination in the heart of Quezon City  hopes to offer its customers — affordability, quality, and proximity.  

If retail therapy is what you really need to cure your fashion heartache, then Dr. Moleen’s Fisher Fashion Store is the place to be.