Pinoy clothing retailers need to develop branding plan

MANILA, Philippines - Filipino clothing retailers need to develop a branding program to expand their franchise business abroad with more international brands entering the local market, a top franchising official said.

“They’ve got to know what is their market, what do they stand for, they cannot sell a garment or fashion for all ages. Obviously, teaching them franchising (is needed) because that’s the best entry strategy,” Philippine Franchise Association (PFA) chairman emeritus Samie Lim said in a statement.

He said part of developing a brand is improving the packaging of the products to make it more appealing to the international market.

While several foreign brands are entering the local market, he said only about 20 out of 1,400 franchises in the country have started going global.

Some 60 international brands of food and retail products are expected to take part in the PFA’s Franchise Asia Philippines 2014 show to be held on July 16 to 20. 

Lim said among the local brands considered as export winners are Bench, Kamiseta, Penshoppe and Plains and Prints.

“We are now the leader in terms of number of franchise brands, but we are not a leader yet in export,” he said.  

“The Philippines has all the ingredients for the franchise to establish itself,” he added.

As such, Filipino clothing franchisors should look at Southeast Asian countries especially as the region gears up for economic integration.

The Association of Southeast Asian Nations (ASEAN) Economic Community, to be established by the end of 2015, will allow free flow of goods, services, skilled labor, investments and capital within the region.

It is seen to open opportunities for local businesses given the region’s population of 600 million.