Manila calling: The ongoing success of British brands in the Philippines

At the recent kick-off of Manila’s first ever British Fashion Month, much was made of how UK brands have been doing well in the Philippines, from the unmistakably British Marks & Spencer to the unexpectedly English Speedo.

In touting the success of these brands, UK Ambassador to Manila Asif Ahmad said that Filipinos have taken to British fashion very well, noting the style of one of the guests, Trina Davies—who as it happens has been recognized for her efforts in ensuring the success of UK brands in the Philippines.

"She was given an Order of the British Empire by the Queen for helping British businesses succeed over here," said Asif. "And on her dress you will see her OBE [medal]. But what she wears [uses] Filipino material cut to a British [style]...it looks quite regal. It's in Filipino fabric, but the design is unmistakably British."

Ahmad added that he has seen this embracing of UK fashions elsewhere in the country. "It's striking no matter where I go," he said. "I've been up to Vigan, just after Christmas. I'm walking up and down there and clearly [people are] wearing British clothes…The Union Jack is one that you see a lot, and in many, many manifestations."

An exciting future for UK fashion in the Philippines

Ahmad pointed out that the Philippine market is a strong one that is ideal for British businesses—because Pinoys love to shop.

"It's a population that is consumer-oriented," he said. "People like shopping. Right across the range. I'm not talking about just in the big, high-end malls. Shopping is a pastime here. And that will always attract businesses."

One British brand that hopes to make its mark here is "affordable luxury shirting brand" T.M. Lewin, which opened in Manila last May 2013. It may not have the same name recognition as Speedo and Marks & Spencer, but it offers quality and affordability with its recently launched "slim fit for Asians" style and short-sleeved shirts. It also offers something that cost-conscious shoppers might like: a multi-buy offer, which gives a P1,000-per shirt discount if you buy two or more shirts in a single transaction.

"When we opened in the country, we invited the outgoing British Ambassador Stephen Lillie to grace our event. And he was saying what an honor it was for them to know that this brand is now in the Philippines, and that every Filipino businessman and ordinary man can now experience the British fashion and tailoring of T.M. Lewin,” said Vicki Abary of local retailer Vogue Concepts, Inc., which brought the label to the Philippines.

As a matter of national pride, Ahmad would like more people to know that these quality brands doing well in the Philippines are British. 

“I think if you ask anybody in the high street over here, “What is Lee Cooper?” I suspect they'll think it's American. But it's not," he said.

A guest at the launch, Mylene Abiva, shared her suggestion on how the Embassy can bring British fashion into the limelight.

"I have been involved with the British Embassy for the past four or five years and I've been asking the ambassadors to build the brand equity of Britain [here] because people don't know that Body Shop is British," she said. "We just found out that Speedo is British. I just found out that Clarks is British! So I even recommended, 'Why don't you have a Queen's Birthday Sale, like the Independence Day Sale or Thanksgiving Sale that's done in the US?' so that the public can be aware [that these brands are British]."

With the success of British brands here, Ahmad said, "I feel like the consumer story in the Philippines is a big and a growing one. My prediction is you will see a big British investment here." — BM, GMA News

British Fashion Month is part of This Is GREAT Britain, the British Embassy's five-month-long celebration of “all that is best about Great Britain and its partnership with the Philippines.” It features a roving exhibition, promotions, and contests from many well-loved UK clothing brands.

For more information about British Fashion Month and This Is GREAT Britain, visit the British Embassy Manila’s official website.