Red Logo marks first year in direct selling
MANILA, Philippines - “Prospects for direct selling in the country today and in the future are very bright. In a difficult economic environment, this industry thrives because people look for additional sources of income,” says Ricky Sy, Red Logo chief operating officer.
Proof was a better-than-planned first year for Red Logo, the direct-selling company backed by Golden ABC, the same company behind the phenomenal successes of homegrown brands like Penshoppe, ForMe, Oxygen, Memo and the newly acquired Regatta. “We exceeded our target by 20 percent,” he enthuses.
Red Logo was launched in April 2008, aiming to tap a portion of the 2.5 million direct sellers in the Philippines and penetrating the fashion-conscious market with stylish clothes that are easy on the pocket.
When the company started its operations last year, two house brands were introduced to the public: Fuel (everyday casual fashion for college-age teens and young adults) and Agenda (office wear tailor-fit to the style-savvy professional). Early this year, they launched their casual luxe line, the Truth Collection. Accessories were also created. True to its “style without splurging” battle cry, Red Logo features looks that are right off the runway, minus the exorbitant cost that the latest fashion items entail.
Sy attributes Red Logo’s success to several factors. “First, we are proud of our products because they are of the highest quality. Also, every design is well thought of,” he explains. The company banks on a very good multi-level marketing plan that attracts and rewards both experienced and new networkers and direct sellers. To date, a significant number of students and young professionals have joined a dealers’ circle that now comprises close to 600 business directors and business managers and over 20,000 registered dealers.
Red Logo also took direct selling a notch higher through the selling tool “magalogue,” a polished, fashion-forward book that reads and looks like a top-selling glossy. “This style bible gave our direct sellers a definite sales advantage,” he adds.
Sy likewise acknowledges their associates who have provided excellent service and have rendered very strong orientation to make every dealer successful in their Red Logo businesses and to the dedicated management team, senior managers who are highly experienced direct selling and fashion retailing.
New Brand: Hush Intimate Apparel
Red Logo marks its first year of successful direct selling by launching a new brand called Hush, a line of ladies’ intimate apparel. “Basically, we want women to feel sexy, confident, and desirable without really trying. We are also careful, however, not to come across as too provocative,” says Jeffrey Bascon, Red Logo marketing director.
More Product Lines Coming Soon
Looking forward, Red Logo expects more product lines and offerings. Plans are afoot to penetrate other regions and locations, with Batangas and Cebu outlets opening soon. There are more exciting sales incentive programs including international trips for the 2009 top performers. The company will also make optimum use of technology by utilizing mobile phones and the Internet to help dealers drive their businesses.
Overall, the future looks bright for Red Logo. “Direct selling is the right direction to take because it requires a very minimal investment — P60 is all you need to buy a Red Logo magalogue and start earning for every order that you get,” Sy says.
Red Logo’s four branches are located at Sherwood Place, 2264 Taft Ave., Manila (tel. 536-5474); Waltermart, North EDSA, Quezon City (332-1232, 332-1235); Starmall, Shaw Blvd., Mandaluyong City (721-0645) and Starmall, Alabang, Muntinlupa City (807-7621, 807-7591).
