Thousands line up for Cotton On

MANILA, Philippines - When Cotton On opened in SM Mall of Asia last Friday, thousands flocked to the stores to welcome the Australian casual label by queueing in the early morning till well past 9:30 pm.

Last Thursday, the Bench group, the company responsible for bringing in Cotton On, heralded the label’s long-awaited launch with a fashion show across the store’s space, which is conveniently located close to the mall skating rink. (So layering in Cotton On’s warm knits looks much more convincing.) 

Front-row fixtures like Karylle, Lucy Torres-Gomez and The STAR’s Mons Romulo lined the runway, while Ben Chan and Bryan Lim looked on.

COLLEGIATE CLASSICS

Known for their preppy take on the basics, and a compellingly affordable range of separates, Cotton On presented gear on youthful models — many of whom were still in school. For boys, abbreviated denim shorts, just above the knee, chinos, colorful cotton shorts, college sweaters. On the more casual front, printed shirts (often with a wispy vacation-esque shot inscribed with a pithy caption in hip font of the moment), zip-up hoods and checked shirts peppered the runway.

For girls, there were colored denim, printed leggings, lace skirts, denim button-downs and a host of trendy hits: peplum blouses, electric-print thigh-skimming skater dresses, leather bottoms and sheer separates.

THE SHOPPER SPEAKS

During the exclusive pre-opening event, VIPs consisting of bold-faced names, society figures and showbiz folks as well as a healthy helping of fashion and beauty industry insiders (designer Francis Libiran was present, while hairstylist Henri Calayag shopped for peppy separates). A whole crew of teens sporting jackets emblazoned with the words “Artista Academy” sped through the store, power shopping and schmoozing like nobody’s business. “My daughter is here somewhere,” Tweety de Leon said, perusing the crowd.

On opening day, Cotton On brand manager Bobeck Burias reported that best sellers included the Carla shirt, Simba blazer, River peplum top and Ritchie skinny leg jeans for women and Oxford shirt and the Mexico tee for men.

“This is a fashion-forward, trendy brand that really speaks to teenagers,” Burias informed The STAR in the middle of the crowded retail space. With weekly shipments of merchandise coming in, teens can replace their wardrobe staples faster than you can say “peer pressure.”

“We were overwhelmed with the response,” Bryan Lim, the new business development manager, says of the store’s gangbusters opening weekend. “Our principals share the same sentiments. We exceeded their targets. They were impressed with the results.”

“We plan to match the merchandise mix of other Cotton On stores abroad, so you won’t have to travel to get your fix,” Burias assures The STAR.

For those unfamiliar with the label, Cotton On straddles the line between H&M and Topshop. Less Brit high street, more basic, more comfy, more young casual pieces. “You can consider it fast fashion already,” Lim says of the label. “Its range of merchandise, the speed with which we deliver and update stocks, are all part of what makes this brand what it is today.”

Its strength lies particularly in its pricing. “Look at this,” Lim says, pointing to a sweater retailing for less than P1,500. “If you compute the original price in Australian dollars,” he says, while I mentally do the math, “the actual price in pesos is still cheaper.”

Not a bad deal. And for a retail chain that enjoys heaping discounts and two-for-one deals (the day I visited, two shirts were price at P799 for the pair), getting bang for the reputed buck? Easy as pie.

FIRST THE WORLD, NOW MANILA

“Cotton On is the fastest-growing retailer in the world,” Burias declares. “It just opened in Thailand, has a presence in Singapore and Hong Kong as well as Europe and the US.”

Lim announced at the pre-opening event that they intend to roll out close to a dozen stores before the year ends. And by next year? Maybe another dozen.

“We’re confident that with a strong brand like Cotton On,” Lim responds, “the market will continue to be receptive as we open more locations.”

The brand will soon open its doors at Bonifacio High Street, Greenbelt Mall, Lucky Chinatown, Robinsons Ermita, Robinsons Magnolia, SM Megamall, and SM North Edsa.