Shop talk

To the disdainful few who think Philippine retail is going nowhere: you’ve clearly been living under a rock. In the annals of mall records, Bayo, the girly-girl brand known for their trendy sportswear with a feminine touch, should take the cake: it was crammed full of shoppers during the last Midnight Madness sale. More closely resembling the mad dash that occurs at international sample sales than the slow-paced, shopper’s shuffle often recognizable at local retail centers, the customers at Bayo were almost hysterical with joy at the sight of embellished shirts and tank tops clocking in at less than P300.

With most of the merchandise half off, girls were running for the dressing rooms hoping to fit their new finds while their male companions waited – sighing quietly – on the store’s plush, floral-upholstered divans. I know – I was there. The line at the cashier roped through several racks of brightly-colored frocks, while the sales people guzzled Gatorade to keep their energy. And as the clock struck midnight – or 11 p.m. (I have a faulty memory) – a few stragglers remained, hoping to grab a few more items of clothing before the guard would have to drag them out.

What’s behind the blind, almost slavish, adulation to such a young label? The answer could be their polo shirts, cut to just the right length. Not quite too short so it shows the belly or too long so it cuts your height, the slim-fit polo hits a point a little above the hip – a length shirt connoisseurs know is the most flattering for most body types. And the emblem sewn nattily on the chest, a doe resembling Bambi’s next of kin, doesn’t hurt.

Or it could be their latest range of dresses, some in the form of stretchy day frocks in day-glo hues, a summer sendoff that had many fans sporting them at the beach; or their cute T-shirt dresses in the same fabric as their polo shirts, with the hem at a more modest close-to-the-knee length for practical daywear.

Perhaps the label’s attention to trends, paying homage to the latest fad without losing its identity, is what keeps it top of mind when girls shop. Their latest foray into seasonal fashion has Bayo going nautical, which means sweaters in navy or red stripes, shipshape deck shorts in a hardy cotton blend, cropped jackets in khaki, navy deck shoes and loafers in the nattiest color combinations (think ocelot-print suede on pink leather), tank tops edged in lace, and chunky seaworthy sweaters in loose crochet (meant to be worn loose over a bikini or shirt).

Note the arrival of pieces in a kitschy orange print, prominently used in shorts and capris, which herald the label’s affinity for girly pieces but often with a smart twist. A Japanese-inspired pattern of turquoise and red florals stamped on tangerine fabric provide a distinct pop against racks of monochromatic basics.

These days, the world of local retail is a much brighter place thanks to the likes of Bayo.

Shoppers will be happy to hear that Bayo owners Corcor Bitong and Lynn Agustin plan on lowering their prices, a grateful tribute to the legions of consumers who always look to the label when keeping their closet stocked.

Now if there’s one thing everyone can count on, it’s that the people behind Bayo hardly ever miss a sartorial step.

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Bayo is located at Glorietta, Alabang Town Center, SM Malls and Robinsons Malls. Tickets at Star City go for P190, P150 and P40. Park hours are 4-12 p.m. on Fridays and 1-12 p.m. on Saturdays and Sundays.