MANILA, Philippines - The entry of foreign brands has taken its toll on many local shoemakers. But instead of backing down from pressures brought about by fierce competition, Rusty Lopez faced this predicament with courage and passion that enabled it to not only survive those difficult times, but also to grow its business during the last 34 years.
“Stiff competition in the domestic footwear market comes from imports, especially those coming from China, which are priced more cheaply,” says Lito Lopez, president/CEO of the Lopez Group of Companies (which includes flagship brand, Rusty Lopez, and its sister companies Centropelle, Russ, Bags Unlimited, Walkover, Maritalia and Azaleia Boutiques).
Daughter Nicole Lopez, marketing officer, concurs, “Aside from imported shoes that are readily available in malls, we should not forget the Internet — especially social networking sites —where different brands are being sold.”
Rusty Lopez’s craftsmanship and pricing has enabled the company to remain competitive. It has also responded today’s needs present times by creating fresh and innovative styles and designs that fit the tastes and lifestyles of its target market, the modern family. The formula for its success is simple: the right quality and price, without sacrificing comfort and style.
Lito comes from a family of shoemakers in Marikina City, the shoe capital of the Philippines, where he (and his wife Lily Cheng Lopez) put up a shoe factory. That was the start of their “shoe biz” story. After over three decades, the company now employs more than 1,000 people and has over 150 stores nationwide, excluding the shops and segments inside major department stores.
Through the years, the Lopezes invested in technology. Its factory boasts the same modules that are being used in Italy. The styles and technology are Italian but the craftsmanship is truly Filipino. An estimated 500 to 3,000 pairs of shoes can be produced daily. Aside from this, the company also has other suppliers to meet customer demands. The production depends on the season.
“School opening, for instance, are peak months for us. And there are instances where we get bulk orders from hospitals, companies and other institutions,” Lito explains.
Realizing that changing times have altered consumers’ choices, Rusty Lopez evolves and innovates so that the brand continues to be relevant. While its basic black or brown shoes and classic pumps continue to enjoy leadership in this category, the company has added new styles based on fashion trends for men, women and kids.
“We have developed new technology that gives our customers the perfect fit when it comes to price, design, quality and style,” Lito says.
The brand marked the debut of its trendier designs during two seasons of Philippine Fashion Week. The public’s response was very enthusiastic and “Generation-Now” continues to patronize these edgier styles. Sales continue to grow, especially in the provinces.
The next year holds a lot of promise for footwear fashionistas because Rusty Lopez has lined up quite a number of customer-based offerings. More store openings and refurbishments are underway. Branches will sport a more lifestyle-ish ambience and opening in April this year is a flagship store in Glorietta 1.
E-commerce is being explored in order to bring the brand to tech-savvy shoppers who can order online. Launched recently was its “magalog,” a magazine catalog that features its extensive selection, as well as helpful tips to choose the right footwear and care for the feet.
Rusty Lopez will introduce the Customer Loyalty Award Plus! Card (CLAP) which can be availed of for free with a minimum P3,000 purchase. This will entitle customers to discounts and other perks. Plans to hold mall-based fashion shows in Metro Manila and major cities like Cebu and Bacolod are also afoot in order to be in touch with customers.
This year’s direction will be based on colors and lifestyle — at home. “Since we are a family brand, people will see a relaxed and casual but colorful collection,” Nicole adds.