A house of style

Maybe it’s in the color, fit or cut that some celebrities have come to patronize such brands as Banana Republic, Old Navy, Gap or Lilly Pulitzer. For one, Star in a Million winner and now host of the same show, Erik Santos is a rabid patron of Banana Republic. The young singer says he loves Banana Republic because of its comfort.

"It can be worn anytime of day at any weather," he says.

Mariel Rodriguez, Aga Muhlach’s new girl in OK Fine Whatever, and one of the hosts of the upcoming ABS CBN reality show Big Brother and pal Bianca Gonzales of MUP and YSpeak also of ABS CBN, subscribe to Old Navy. Bianca, who admittedly is most comfortable in T-shirts, jeans and flipflops, loves the Old Navy tsinelas.

"They’re so comfortable," she says.

It’s the Old Navy jeans for Mariel, because Old Navy enhances her figure.

Even Comedy Concert Queen Ai Ai de las Alas hoards Old Navy jeans and shirts. In her last trip to the US, Ai Ai went on a shopping spree for Old Navy stuff. For lovebirds Rufa Mae Quinto and Rudy Hathfield, it’s Banana Republic and Gap. Rufa wears Banana Republic T-shirts and Rudy, Gap perfume.

Old Navy and Banana Republic are world-famous brands and are almost found everywhere. Thus, whenever someone comes home from a local bazaar or tiangge, chances are that person would have bought something from a booth that sells export overruns of The Gap, Banana Republic, Old Navy or some other imported US brand. But are they really overruns? Are they fake? Whether they are overruns or fakes, customers continue to buy them. And if you look closely enough, you’ll notice that the quality and workmanship aren’t up to par with high quality standards.

Enter, In Style, the store that carries such world-class, famous brands like Lilly Pulitzer, The Gap, Banana Republic and Old Navy. In Style opened its first store in Glorietta, Makati. Since then, it has opened two more stores – one in Shangri-La Plaza Mall and the other in Robinsons Place Manila – which have been doing brisk business. Trust the Filipino’s demand for high-quality, hip, casual clothing to make In Style, a House of Style.

For starters, every single piece of clothing that comes from an In Style brand like Gap, Banana Republic and Old Navy has gone through a rigid process from start to finish before going on display and landing in a customers’ hands.

Designers and mechants start off by visiting the world’s fashion and cultural capitals – New York, Paris, London, Milan and Tokyo. They watch fashion shows intently, shop in new stores and observe the everyday fashion of people on the street. Then they translate their ideas into drawings, patterns, swatches and color palettes.

Once designs are set and an assortment has been chosen, merchandisers decide how many pieces of each new style to order and to which stores they should be sent. A plan is created for each style. With these plans in hand, manufacturers are chosen who can answer the company’s production needs – and which comply with the company’s Code of Vendor Conduct.

But what’s the difference between one brand name from another?

Gap is about fresh, casual American style. It has provided customers with clothing and accessories that enhance personal style, providing great value and service. It focuses on assortments for going to work, going out and enjoying the weekend. Gap also offers a range of options from fashion apparel and accessories, to wardrobe staples such as denim, khakis and T-shirt for men and women. What began as one brand has grown to include Gap, GapKids, babyGap and GapBody. Today, Gap has become one of the world’s most recognized brands.

Banana Republic is an affordable luxury brand, offering high-quality apparel and accessories for men and women. Delivering exquisite designs and luxurious clothing at approachable prices, Banana Republic has helped make runways styles more accessible to millions of customers. The brand’s products include sophisticated collections of shoe accessories, personal care products, intimate apparel and gifts for the home fit for a variety of occasions, from work, to casual weekends, to going out. Old Navy brings fun, fashion and value for the whole family. It continues to deliver great fashion at great prices for adults, kids and babies. Old Navy is famous for the best in denim, graphic tees and cargos, performance fleece and more – all in an unexpectedly fun shopping atmosphere.

Finally, Lilly Pulitzer, best known for her bright, colorful outfits and attention to detail, are sure to enliven any scene. What started as a juice stand has grown into a million-dollar enterprise. Lilly’s clothes have had the unique distinction of being considered the unofficial uniform of the affluent in the US. Today, it continues to churn out delightfully colorful outfits and whimsical accessories women love to wear.