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The Star Online: Lifestyle: Arts & Fashion

Posted: 07 Jul 2011 03:32 AM PDT

Spanish fashion houses prove they have what it takes to triumph in Malaysia.

AS far as ready-to-wear is concerned, fashionistas are probably more familiar with brands from the United States, Britain, France, Italy and various parts of Asia.

However, fashion labels from Spain are fast gaining popularity as they seem to offer that quirky something which conventional commercial brands seem to lack. Even department stores such as Parkson offer Spanish brands Adolfo Dominguez, Rebeca Sanver, Paco Herrero, Armand Basi and Unisa.

In fact, you could be dolled up in an ensemble from a Spanish label right now and not know it. Do the names Zara, Bimba & Lola, Massimo Dutti and MNG ring a bell?

So, who are these players? And, how do they ensure a continuing Ole (yes) from shoppers?

What the retailers say

Zara, which appears to be the perennial favourite for local shoppers – first appeared in Malaysia in May, 2003.

Founded in 1975 by Amancio Ortega and Rosalia Mera, Zara's philosophy is about offering quality clothes at affordable prices. The brand carries women's, men's and children's clothing.

Its approach to design is closely linked to its customers as the brand tracks customers' preferences throughout the years. Considered a fashion-forward line, the brand is backed by a 200-strong creative team.

The brand is in 77 countries worldwide and in Malaysia, there are six Zara stores, with one more planned in 2011, and another one for next year.

Angelina Chue, general manager of Zara Malaysia, says the response towards the brand has been encouraging from the beginning and it's grown throughout the years.

What's more amazing is that this is a brand that doesn't rely solely on advertising.

"We depend on customers' word of mouth and our website as well as selective advertising to announce a new store opening," says Chue. "Zara in Malaysia has always had stable growth, especially when compared to other countries in the region. Comparatively, the buying pattern for Zara Malaysia is not disrupted as much by natural disasters, political turmoil or financial crisis as in other nearby countries.

"Customers here used to be more basic and less fashionable, comprising tourists and the working population with a strong mix of races. This has evolved into fashionistas looking for trendy items as they are now more fashion conscious and well-informed. We have also added teenagers to our customer base.

"Zara continues to be popular here as clothes are trendy, wearable and affordable. The apparel come in so many varieties that you are bound to like something while browsing through the store," she adds.

Since Zara has trends coming out every week, it encourages shoppers to constantly stop by to see what's new. And really, that's what the brand is all about, fashion on the move.

Another brand that comes under the same company is Massimo Dutti. Founded in November 1985, it was originally created as a line of fashionable men's clothing. As it became successful, the company expanded to include women's wear 10 years later.

Massimo Dutti is owned by the Inditex group, which has close to 100 companies in different countries. Currently, Massimo Dutti has more than 500 stores worldwide and it reached Malaysian shores in 2007.

The stores are designed for the perfect shopping experience, with plenty of open space and personalised attention to customers. Its look is timeless classic, so the brand features pieces that complement one's existing wardrobe as well as fashionable items to keep it current.

MNG (or Mango) opened its first store in Barcelona's Paseo de Gracia in 1984. Targetting women aged 18 to 40, the brand now has a presence in 100 countries with around 1,500 stores worldwide. Locally, the first MNG standalone store opened in 1999.

The look of the brand is very fashion-forward and clothes often come in vibrant colours. Affordable and trendy, no wonder the brand is a big hit. In line with its red-hot status, MNG features Hollywood actress Scarlett Johansson as its campaign model.

The new kid on the block is Bimba & Lola, which opened its first store in 2006. Designing apparel and accessories solely for women, the brand founded by Spanish sisters Maria and Uxia Dominguez, reflect a fresh and feminine spirit.

The brand's philosophy is fashion with a personal touch, and accessories are its strong selling point.

According to Diana Koon, marketing director of Bimba & Lola Malaysia, when the brand made its debut in Malaysia in 2008, the market was slightly slow in the beginning. There has since been a tremendous response in recent years due to the interesting products offered.

"The brand has been expanding and we are confident that almost everyone in the Klang Valley knows about us. In Malaysia, our customer base is mostly Chinese. Our customers are daring and stylish, and this is reflected in the design of accessories worn by them."

Customers' choice

So what is it about these Spanish labels that make them such a hit with shoppers?

Brenda Saria, 28, is a fan of Spanish brands, and wears Zara, MNG and Massimo Dutti.

"I like Zara for office wear ... the brand has well-tailored shirts and suits. My husband is also a big fan of Zara, and buys the shirts and jackets. I also love the brand's current casual wear collection; it's very floral!" says Brenda, a doctor. "In regards to MNG, I prefer its T-shirts. I never buy the pants, somehow they don't fit well and are more suitable for tall people. I like Massimo Dutti the most, although I find their clothes a bit more expensive.

"But generally, their whole collection is always more wearable compared with other labels. Their designs are classy but laidback. I also love jewellery and handbags from Spanish brand Tous!"

Rusnita Noor, a lawyer in her 40s, says she likes Zara for its plain cotton shirts, particularly the white ones as they have a lot of details like pleats, pin tucks and unique sleeves.

"When it comes to MNG, it's the basics range, staples like plain shirts, T-shirts and cardigans that are most attractive. I find their tailored trousers well cut. I also got my daughter a pair of skinny jeans from MNG."

Aida Suhaimi, 37, a stay-at-home mother, prefers Zara as it features easy-to-wear pieces. "They've got really chic designs and prices are reasonable too. The quality is quite good as well and they've got an extensive range."

Lisa Yan 32, an accounts manager and mother of two boys, says she prefers Zara and MNG.

"Only their tops though as their pants are too long for me. I actually like Zara Kids more than Zara Women. I normally get stuff in the kids section because they're so cute! The boys' collection is alright I guess but the girls stuff are quite nice! Quality wise, they're quite durable and Zara has interesting designs," explains Yan, who adds that the sizes are more Asian-friendly.

"I like MNG staples such as its coats. The only problem is almost everyone wears clothes from MNG and sometimes, I bump into two people wearing the same thing in one day!"

Author-columnist Dina Zaman, 42, is a big fan of Massimo Dutti. "I love Massimo Dutti because it's fabulous for women in their 40s who work and want to be stylish. Also, their clothes are great for my field work! I am not really into Zara and MNG, it's too young though the odd basic is nice. I can't figure out Bimba & Lola, it's not really my style."

Elly Ahmad, a 28-year-old executive, is a fan of Bimba & Lola though she finds prices a little higher.

"They have some nice dresses and I really like their bags, which are quite affordable, but the clothes are a little pricey. I spend more at Zara. It's quite addictive as you can just be browsing and find five things you like!

"In comparison with labels from other countries, I like the bright colours of Spanish brands. It's boring when everything is black, white, cream and grey."

Annie Martin, 29, a sales manager, says she really likes Massimo Dutti. "But the prices are quite high for me, so I normally wait for their sales. The quality is really good so it's worth it. I don't mind Zara, but I feel as if everyone in KL wears Zara. The same goes for MNG. I don't want to bump into someone else wearing the same outfit."

Judging from the responses to these Spanish brands, it certainly looks like they are here to stay. Thanks to their trendy and oft times whimsical styles, they will continue to ride the Spanish wave. At the end of the day, what's more important is that a design catches the customer's eye and for the right price, can be owned.

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Kredit: www.thestar.com.my

Khamis, 7 Julai 2011