DETAILShopping for Insights, Not Merchandise

•Went ninja because security didn’t allow taking pictures•All homegrown Philippines stores•All 6 shops are inside SM Megamall

Six Shops

bench•clothing store•has celebrity endorsers (see Adam Levine)•Philippine original, branched outside

Notes:• Massive collection of clothes and everything else• Center cashier - haven’t seen anything like this• Only found two big mirrors inside that are not in fitting room• Unpacked items in large plastic bags in plain sight at the back • Saw bicycle parts - rims and tires as decor

Insights:• Despite big space, there is hardly room to maneuver especially when plenty of customers• Staff everywhere.• Plenty of good stuff but too much of everything• “chaotic” and “overwhelming”• Store highlight is ‘no highlight’ which seems to say that all items are great - except kid’s stuff placed at back

penshoppe•clothing store - followed ‘bench’ lead•has international celebrity endorsers•Philippine original, too

Notes:• Red isle separates men and women section • Sophisticated LED display at back of cashier• Color -coordinated display• Everything is tidy and clean. • Sells ‘carrot-fit’ pants?•Couple of mother-son pairs shopping inside

Insights:• Differentiating from ‘bench’ by being ‘neat’• Store tries to look and feel like UK’s ‘topshop’• ‘Muted’ and has museum-feel that you don’t want to make mistake of messing things up.

oxygen

•clothing store - for the ‘hip’ crowd•Same owners as ‘penshoppe’

Notes:• Gray is the look and feel of the store - metallic• Mirror-filled fitting room- walls covered with mirrors• Smaller line of items• Star-decors hanging from ceiling and spotlights • 3-staffed store

Insights:• Not for the late 30s and above• Truly sticks to ‘hip’ tag - casuals you can wear to parties• Evokes ‘disco’ feel

wade

•Hip shoe store•Local brand - items are China imports

Notes:• Store at 2nd floor is a bit out of the way of foot traffic• Out of place building column is masked by mirrors• Bags placed on top shelves• Leather couch for 3 at center of room • Techno music on playlist• Eco-bags for sold items• Sale items placed at back shelves

Insights:• Shoe line is copied from fashion magazines as branded alternative• Niche target, staff knows and engages the few customers - even heard ‘facebook’ page like• Comfortable with place in market, not over-reaching

bakeshop

•SM grocery store bakeshop, generic•Mall’s own bread store

Notes:• Open area near grocery store offering quick bites• Bread, cookies and other items at eye level• There’s ciabatta and pita but no french bread!• Traditional Filipino ‘‘pan-de-sal’ seems the fastest because these are displayed in great supply• Small corner space for oven and bread table• ‘Baker’ uniform for staff

Insights:• Neighborhood bakery inside mall• Trying to integrate local bread items with pastries and foreign baked goods• Sells itself as the ‘affordable’ alternative to other bakeshops found in the mall• Filipinos love eating bread (not just rice anymore)

Surplus shop•Brand names, export over-runs•Known for selling jackets - odd because we’re in a tropical country• Always on ‘sale’

Notes:• Only one with small ‘grocery cart’ inside• Playing ‘Christmas’ songs in the background• Crates as display! Rummage if you want!• Sweaters, jackets and winter clothes• Cloth tags are cut as mark that these are over-runs• Yellow shirts for staff• There is an actual security guard inside store

Insights:• Screams ‘USA’ - Images and Items but made with local labor• Not only over-runs but over-sized items, too. (plus sizes)• Great deals for those looking for clothes and leaving for US or Europe

More surplus shop photos!(while guard was busy)