Tuesday, May 16, 2006

new fashion haunt: independent lifestyles, part 2

what's wrong with power plant's independent lifestyles section? this oddly shaped part of the mall is so shaped because it was supposed to be the "anchor" department store, which every mall should have. (now, power plant's "anchors" are zara and mango.) before the mall opened, rockwell used to tell would-be tenants that japanese department store sogo was supposed to be their anchor, but the political crisis or economic crisis or fill-in-your-crisis-of-choice forced them to back out. then rumor was rustan's was going to take over. then nothing... for a long time, the area was filled with furniture peddlers. when independent lifestyles launched in 2004, it excited shoppers because the open-market-style section featured unique brands with one-of-a-kind items that you don't usually find in big malls, like marion godart, hot pink, mimi and solea. then nothing... unfortunately, the section had no legs, shoppers seemed to forget it was there, or just didn't feel like walking that way. so what's wrong with power plant's independent lifestyles section? where do we begin... let's start with the entryway.
an installation like this, which features assorted merchandise from the independent lifestyles (which we will refer to as IL henceforth) tenants may be helpful—but only if it's set up in the right place. this was set up by the IL entry, a place that's kind of dark and dreary and not very welcoming. we would put this installation in a heavy-traffic area of the mall, where everyone can see it and wonder, what's that? ooh cute stuff! where are they available? oh at independent lifestyles, where's that, let's go! and speaking of dark and dreary, the entryway is dark and dreary. like, there's probably nothing back there. and since IL is situated "back there," it shouldn't be treated like an afterthought or as a place where inferior or lesser brands or clearance items are positioned. light it up! add music! (but not too loud, please, our ears are always put to the test every time we enter a mall.) and be strict about the zoning! first thing we would get rid of is that furniture store by the corner. power plant shoppers who were familiar with the original IL set-up will see that store and associate it with that long-gone but still very powerful memory. then we would move those kids' stores out. in their place, we would put the popular girly brands, like bayo, kamiseta, kashieca, topshop, esprit, et. al., which shoppers will go to anyway no matter where they are in the mall. shoppers' feet will easily take them from there into some more girly stores inside IL. so you see, there's a flow. oh, and one more thing: we've said it before about glorietta, and we'll say it again about power plant—the mall is no place to hold mass!! simply put, it's a turn-off. as in, you want to go that way, but you're blocked by mass-goers who give you the evil eye as you walk by to shop. the nerve! tuloy you feel guilty and end up making an about face. and hey, it's not just us, we get these same comments from other people too. wait, we just had an idea: why don't mall owners build a separate, enclosed area where in to hold mass? or better yet, why not attend mass in an actual church!? and so, students, that concludes our merchandising strategies class today.

ANYWAY! let's just go shopping! as promised, we would like to introduce you to the other new tenant at IL...
pilar has pretty printed shirtdresses and sleeveless shells...

funky platforms and wedges...

and for for your inner alexis, vintage 80s baubles by mickey see...


opening soon: marni's room and a stall with YDG designers LZ punzalan, patty eustaquio, yvonne quisumbing-romulo and reain mata. can't wait!

2 comments:

izzy said...

I agree with you about holding mass in the mall. people should just go to church. The mall is for shopping.

Amina said...

The IL installation was first planned to be set up in the south court (fountain area outside Zara) but I don't know what happened why it ended up back there which defeats its purpose. They actually do play music in the area already. Admittedly, traffic flow is very slow even when the rest of the mall is bustling!!! Mall management though is trying to address this problem. So were keeping our fingers crossed! :)