The influx of high-end fashion retail brands, coupled with the increasing number of homegrown labels and designers, may prove to be more than just challenging to any newcomer who wants to make a permanent mark in the local retail wear industry.
After all, given this vast array of choices in the market, it would be a huge struggle for any new brand to still pique the interest of clients and sustain that at economically viable levels, amid this cutthroat business.
Local firm Real Time Retail Wear (RTRW) Inc., however, is meeting this challenge head on, believing that it can still carve a niche in this highly competitive business by going “in between.”
“There is always a room for new players in the local fashion industry, given the right packaging and marketing and the Charlie brand can carve a niche with a style and price that are ’in between’ international and local brands,” explains RTRW chief executive officer Eric Enrico Dee Jr.
Founded early in 2010, RTRW is a retail apparel company committed to creating affordable fashion. According to the 23-year old Dee, the inception began when there was a significant need to “shift to thrift.”
“Affluence was stopped by the unexpected recession and consequently, people started looking for affordable stylish clothing,” he says.
“Charlie’’ brand
RTRW houses the brand “Charlie,” which the company described as a “contemporary local fashion brand which will be (given) an international look.” Charlie targets to cater to men and women who need easy-to-wear, everyday clothes.
The main come-on, officials explain, was that the Charlie brand offers the style similar to those found in high-end brands, but at prices that are highly affordable. For one, prices of the apparel would hover between P199 to P999, while shoes are priced at around P899.
RTRW opened its first Charlie store only last April at a 49-sq.m. block at SM North Edsa. Sales for this store, Dee says, had been “overwhelming,” and even beyond the breakeven point. On the average, the store sells around 1,700 to 2,000 pieces a month.
The demand, RTRW officials further say, was so overwhelming that they now target to come up with five styles every two weeks for the returning customers. With this move, RTRW is hoping to build a loyal clientele that would sustain its business over the long term.
With the initial success of its first store, RTRW is looking to ambitiously expand its retail network not only in Metro Manila, but overseas as well.
Dee discloses that the company was investing roughly P10 million for this year alone, to build a total of four retail stores, along with an in-house factory that will take care of the production for the more delicate clothing like chiffon, as well as address any additional demands for particular styles that have already been put out. Production for other garments are subcontracted while shoes and accessories are largely sourced from China.
The three other stores set to open this year will be located in SM San Lazaro (September); SM Fairview (October)l and SM Manila (November).
By next year, RTRW targets to put up another five to six Charlie stores within Metro Manila.
Biggest challenge
The biggest challenge for RTRW so far, according to officials, was not so much about how to break into the local retail fashion industry, but was more of finding a suitable space for the Charlie stores. Given a choice, RTRW wanted a bigger space where it can spread out its line of clothing, shoes and accessories.
As early as 2013, the company is ambitiously batting to already go international with its first store likely to be put up in Malaysia.
Dee believes that the Charlie brand was primed for international expansion as they have prepared to have the company’s styles be attuned to foreign markets.
He explains that one of the reasons why some local brands did not fare well overseas was because they weren’t prepared to do so. It was only when they realized that there was a potential market that they begin making adjustments, he adds.