The Spanish fashion takeover continues
Cortefiel to open 20 stores in the Philippines in 5 years
Spain is once again conquering the Philippines. But this time, it’s a fun and fashionable takeover as many Spanish accessories and apparel brands have landed on our soil, while several more are following suit.
Recently joining the long list of Spanish fashion labels operating in our country is Cortefiel of Grupo Cortefiel brand, whose portfolio also includes casual fashion label Springfield and swimwear and underwear retailer women’s secret.
While a new entrant in the Philippine market, Cortefiel is not a newbie in the fashion industry. Being the flagship label of the apparel retailer group, it has been selling men’s suits in 1946 in Europe. But it wasn’t until 2007 that the Group felt the brand was ready to venture out internationally. “Because Cortefiel at that time, in the ‘80 to ‘90s, was not ready because the brand is a very classic, very Spanish fashion brand,” explains Ignacio Orusco, franchise director for Grupo Cortefiel’s labels.
And when they saw the potential of the brand in Asia, they thought it was best to introduce it in the Philippines first – owing to the long and rich connection between the two nations. “We decided to start first in a country which is close to Spain in terms of history and culture. It means the customers are more or less similar with ours,” shares Orusco, adding that before expanding to the Eastern market, they had to make some adjustments in terms of sizing.
The first Philippine branch opened late last year. Today, Cortefiel has outlets at Glorietta 3 in Makati, at Estancia Mall in Capitol Commons, and more recently at Bonifacio High Street’s Central Square in Taguig.
According to Orusco, the fourth Cortefiel branch, which will also be the brand’s flagship store, will open at Shangri-La Mall in Mandaluyong in December. “The idea is to open around 15 to 20 stores in five years in the Philippines,” he says.
With a number of Spanish fashion labels available in the country, how would Cortefiel fare against others? Orusco gives three ways how. “We have 100 percent Spanish designs, we have the best quality in the market, and we are one of the brands with the most competitive prices.”
Offering trendy and upgraded classic accessories and apparel for men and women, Cortefiel believes that it is a brand “for the customer who wants to create his/her own style” through a wide range of garments on offer.
“We have the must-haves (basics that are not as basic as basics) and fashion items,” says Orusco. Each piece, he concludes, best represents the colorful culture, youthful vibe and flamboyant style of Spain.