Loalde sub-brand targets younger consumer base

CEBU, Philippines – Despite the entry of foreign brands in the garment retail industry in the Philippines, Cebu-based Loalde Group announced the expansion of its market reach towards the younger and trendier or the hip consumer-base.

Loalde, which has successfully carved its name in the Philippine high-end clothing brand market in 34 years, has introduced its first subsidiary brand called "Fish 18."

Headed by young couple Chris and Nia Aldeguer, Fish 18, is the latest lifestyle brand of the Loalde Group, a flagship project of the company, which is planning to launch more sub-brands in the future.

Loalde Group president Chris P. Aldeguer said that based on the double-digit growth of Loalde brand in the last few years, while the economy was facing hard times, the company is bullish on the branded-clothing market in the Philippines.

While its mother-brand Loalde has successfully positioned itself as a classic clothing brand, Fish 18 on the other hand, targets the trendy and more dynamic market, whose fashion preferences are more into intricate, unique, adventurous, yet modern designs.

Loalde, which is part of the garment retail giant Aldeguer Group, that also operates the Island Souvenirs Inc., and other companies, is one of the successful garment/apparel retail players in the Philippines.

Fish 18 brand, has been on the market for its testing period for one-year, being made available in selected Loalde stores nationwide, had successfully gained interested from the hip consumers, he said.

"We are not about mass production. We aim to create novelty pieces. For example, some of our pieces use recycled vintage fabrics from the 70s and 80s, which we found in the Loalde archives. We also play with mix media treatments, incorporating appliqués, customized buttons, patchworks, pins, etc. into our pieces. There is a unique touch to each of our products," said Nia Aldeguer, the company's creative director.

This time, the company is opening the Fish 18 flagship store at the SM Northwing. Similar stores will also be opened in selected shopping malls such as in SM North Edsa's "The Block", in the next few months.

Aldeguer said the interest of the local market for locally-produced brands has remained active although there is already a number of foreign clothing brands entered in the Philippines.

Loalde for instance which has a total of 12 stores nationwide, registered an average growth of 15 percent to 18 percent year-on-year.

Aldeguer said the rich supply of creative people in Cebu, re-enforced the company's appetite to launch "Fish 18" brand, which will emphasized the creativity in fashion and style.

"What's good now, is the younger consumers are giving attention, and put more premiums to local industry," Aldeguer said explaining that the new generation of consumers is now patronizing locally-made or the Philippine-brands compared to buying imported names.

Carrying the tag-line-Fashion-Graphics-Culture, Fish 18 is a retail concept store that provides stylish and current fashion apparel, accessories, gift ideas, and novelty items for both men and women.

Aldeguer further bared the Group's long term plan to also introduce another sub-brands for Loalde, exploring on the possibilities of making Loalde-Kids, among others. (FREEMAN)