Monday, July 14, 2008

adora in wwd

we just got home and did what we always do when we get home: sit in front of the computer. why do we torture ourselves this way, why?? we spend the entire day at the office sitting in front of one, pag-uwi, computer na naman. so we check our facebook (yes, we have succumbed...), go lurking in other people's blogs, and it's funny how we had just read bryanboy's rant-cum-rave of adora, when we checked our e-mail and got this from wwd.com:

Something for Everyone at Adora

Monday, July 14, 2008

By Sharon Edelson

Adora has a dual personality.

The 25,000-square-foot store opening in Manila in the fall has all the trappings of a luxury retailer — limestone floors, velvet draperies and modernist furniture designed by Bill Sofield — but the product assortment is a mix of high and low.


then we get this:

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ngek. can anyone send us the rest of this article please??

UPDATE, 1:13am, tue, jul 15 (thank you, bambina writes, for sending the complete article!):

Published: Monday, July 14, 2008

Something for Everyone at Adora

By Sharon Edelson

Adora has a dual personality.

The 25,000-square-foot store opening in Manila in the fall has all the trappings of a luxury retailer — limestone floors, velvet draperies and modernist furniture designed by Bill Sofield — but the product assortment is a mix of high and low.

Eman Pineda, Adora's founder, witnessed Filipinos' enthusiasm for cross-shopping at his three stores for Tyler, the fast-fashion label he started in 2001.

"They aren't interested in wearing one designer from head to toe," he said. "We see a modern consumer who spends on high-end fashion and fast fashion. The typical customer tries on a pair of Marni pants, shops for a Tyler blouse and Chloé handbag. The mix is what we're after."

Adora's fashion roster features Jil Sander, Etro, Narciso Rodriguez, Marni and Missoni, as well as Tyler, which is priced from $50 to $120. The shoe and handbag department follows the same high-low philosophy with brands such as Manolo Blahnik, Marni, Missoni, Dolce & Gabbana, Pedro Garcia and the more affordable Bella Luna from China.

Adora's target customers, 25- to 50-year-old career-oriented men and women, "have access to many brands," Pineda said. "They travel to Hong Kong and Singapore. With that in mind, we narrowed the brand lineup."

Adora, which had a soft opening this month, strives to differentiate its presentation and assortments. In the denim department, jeans are arranged by fit and style rather than brand. James, Superfine and Paige are among the staples. The travel department features a little-known luggage brand from Germany called Rimowa that Pineda claims makes the lightest and most indestructable suitcases in the world. Adora's flower shop sells lush arrangements decorated with unusual materials such as tree bark.

The watch and diamond department features an Italian watchmaker discovered by Pineda, Meccaniche Veloci, whose watches have four distinct faces for tracking time in four time zones, each with its own Swiss mechanical movement. The Quattro Valvole model is $5,500.

H. Stern opened its first Asian outpost in Adora, offering signature pieces and Diane von Furstenberg's H. Stern collection.

Adora's artisan department is another point of difference. Minaudières and clutches made of snakeskin and mother-of-pearl are examples of the locally made products. "It sets us apart from other department stores in the world," Pineda said. "I'm surprised Lane Bryant [in Hong Kong] doesn't have a department for local wares. The products don't need to look ethnic and Filipino, but they have to look beautiful and stylish."

Pineda's idea of a seamless shopping experience is presenting customers with a single bill for all their purchases throughout the store while they're having a bite in the cafe or relaxing at the bar. The packages are then carried by employees to customers' cars.

Inspiration for Adora came not from other stores, but from "service companies such as the Four Seasons George V in Paris for its consistency of service, Aman Resorts and Singapore Airlines," Pineda said.

Winkreative, an advertising and marketing agency with offices in Zurich and London, was involved in coming up with the store's name, brand identity and packaging.

"Eman wanted something that implies a bespoke expertise, evokes a fashion feel and has international appeal," said Nicoletta Saunier, who headed the project for Winkreative.

For Adora's packaging, Saunier chose a combination of pistachio and black, which she called "elegant and modern." Winkreative even developed an in-house mantra for the Adora team: "Everyday wonders."

"It's an inspiration to remind everyone to never get tired of looking for new products and brands," she said.

A robust economy lifted property values in the Philippines and boosted consumer confidence. Luxury residential prices rose 15 percent in 2007, on top of an 11 percent increase in 2005 and 10 percent in 2006, according to Colliers International.

"There's a significant amount of people with strong purchasing power in the Philippines," Pineda said.

Pineda has a strong retail pedigree. His great grandparents, Gliceria and Bienvenido Tantoco Sr., founded Rustan's department store in 1952. Today, the empire includes supermarkets, boutiques and department stores with in-store shops for Cartier, Mikimoto, Tiffany, Nina Ricci, Sonia Rykiel and Estée Lauder.

"I was fortunate to be born into a retail family," he said. "I grew up in an environment of retail. It just so happens that I love it. I could never join the family business or a big group because the ideas in my mind are quite different from what everyone is doing. For a small project [like Adora] to go through a whole bureaucracy wouldn't have been good."

Adora is owned by Republic Retailers, which also owns Tyler. There are two minority stakeholders, one from Madrid, and the other from China.

Pineda is considering expanding his retail horizons beyond the Philippines.

"I believe Tyler will eventually land in another city," he said. "It will be accepted internationally. Its styling is quite unique and international. In the near future, it will definitely go somewhere in the region." As for Adora, he said, "Early on, I was asked if I envision this as a single-door retailer or one that is pan-regional. I am not closed to the fact that it could be pan-regional. Not in Hong Kong or Japan, but somewhere else in the region."

12 comments:

Mrs. C said...

i have a friend who works in adora, she says this is exactly what they're planning to do: get international press to notice them first before finally marketing themselves here. on their list too are foreign magazines. i love the store, it's just so chic!

Bryanboy said...

amazing! yay adora!

now if only they drop their prices... hahaha

maybe it's just me but i've been to adora god knows how many times and i feel like i'm the only person there!

the fash pack said...

we heard the same thing, mrs. C. and we also heard that their advertising and promotions are being handled by winkreative. hello, tyler brule!

we know what you mean, BB. when we're there, we're greeted good morning every five seconds. which is nice. in the beginning. at some point, you get tired of saying good morning back, it's like, aarrgghhleavemealoneijustwannalookaround!!!

but we have to say we love love love the rimowa luggage :-)

Anonymous said...

its been a nice place to browse and blow a few pesos on mens pants. staff are cheery and nice (not snobbish) pretty much like theodore. got my self a few pairs of pants since early this year (though im waiting for the earnest sewn jeans for markdown)

the only needs improvement is the cafe. having eaten in all the restos in gb5 (some more favorite than others), their cafe (powered by BIZU) is a ladies who lunch affair.. but please stay clear of the shitake mushroom truffle oil pasta number (it made me say...anu ba ito? pastang haalaan?haha)

but other than that... adora is a great temple of retail

chris

Anonymous said...

its fabulous. i shop regularly. even order flowers ther. staff know me on first name basis. and i wasnt invited to the opening party. maybe i'm not international-level. lol

d

bambinawrites said...

thanks for the link, fashpack. lane bryant in hk? I think they meant lane crawford!

creative-alvin said...

Hi,

Adora has hired two companies: one for global and the other for local PR.

I can confirm that their winkreative is doing their advertising collaterals and Mr. Tyler Brule has a hand in the creative direction and design of the store, as well as its policies.

I used to dislike the staff for being very friendly, but I appreciated them when I super needed help buying something and was split between two items.

Nice blog, btw. Found you via dailynagali :)

the fash pack said...

d, adora had an opening party?? obviously we weren't invited either...

thanks, creative-alan :-) i guess the average filipino shopper is not used to sales staff who are overly friendly and who greet you every step of the way. unfortunately, we're used to staff who are usually unattentive or worse uninformed about their product. we were once browsing in the luggage section and one inquiry about rimowa resulted in a whole demonstration by the sales associate about the suitcase. we were convinced. more stores should train their staff to be knowledgeable about the stuff they sell instead of always saying, "out op i-stack." (i.e., out of stock!!!)

the fash pack said...

oops, we meant creative-alvin. sorry! :-)

Anonymous said...

ang tsismis, galit ang ibang tantoco grandchildren sa pineda/tantoco branch dahil parang kakalabanin pa ang mga brands ng store specialists. you have to realise that adora is not under store specialists but under a totally diff company. i smell internal fight within the tantocos. the mom of eman who is a tantoco of course is siding with her creative and talented son.

creative-alvin said...

Hi,

No worries :)

I agree with you, we Filipinos should learn to demand better service from the establishments we visit. Sadly, most of us are afraid of using the "customer is always right" defense... not in unreasonable cases, though, but in cases where we should demand for what we deserve and what we paid for.

Cheers!

Anonymous said...

I think "Bella Luna" should be "Stella Luna"