Retailer reports increase in Sinulog shirt revenues

CEBU, Philippines - Islands Souvenirs Inc. posted an increase in its Sinulog Festival t-shirts sales, despite the reported drop in tourist arrivals brought about by cancelled flights during the festival week.

ISI president Jay Aldeguer told The Freeman yesterday that the company's outlets in Cebu reported increased sales performance compared to last year, an indication of higher purchasing power of Filipinos.

The company saw an increase of 28 percent sales volume in Sinulog related merchandize, due to more locals buying, said Aldeguer.

ISI started its campaign called "Cut & Style" three years ago, promoting fashion and wearing the right costume during festivities like Sinulog, pioneering the "design your own" Sinulog shirts right in the store.

Although, this has been followed by other customized t-shirt makers, Sinulog revelers continue to patronize the ISI brand because of its quality, innovative and chic designs, among others.

Aldeguer said aside from the increasing purchasing power of Filipinos, the heightened awareness in being "fashionable" in events like Sinulog also pushed the company's sales in the last three years.

On the other hand, the weather disturbance during the Sinulog week, which brought about flight cancellations from all destinations going to Cebu, including sea-based transportation, slightly affected the sales of "pasalubong" items, as Islands Group of Companies' pasabulong arm--Islands Pasalubong stores around Metro Cebu only registered minimal sales increase of 17 percent this year.

Aldeguer attributed the relatively small growth of pasalubong products, compared to t-shirt sales, due to cancelled flights from expected visitors coming from Luzon or Manila. (FREEMAN)