The famous fashion designer-turned-entrepreneur launches the first brick-and-mortar store of the homegrown clothing brand Casa
Being creative comes naturally to fashion designers. However, getting their minds to focus on the numbers and other aspects of the business is quite challenging. For a clothing brand to thrive, fashion designers and entrepreneurs must not only keep an eye on the latest trends and promising sources of inspiration, but also the buying attitude of their market. Understanding consumer wants and needs and giving them an artistic touch is key to turning a humble fashion brand into a business champion.
That’s the formula celebrity fashion designer-turned-entrepreneur Chynna Mamawal follows when it comes to her brand. She believes that her background and background in retail played an important role in her journey in the local fashion scene. With his passion for design and entrepreneurship, he has dressed many of the most stylish personalities in the Philippines. But when the pandemic hit the country, it shifted gears by not only producing tailored garments, but also offering everyday wear to Filipinos, a testament to its mastery in understanding consumer behavior.
“I grew up in a family where everyone is business-minded. It just so happened that I love fashion,” Chynna tells Manila Bulletin Lifestyle. “I notice that when I started fashion school, my classmates are all creative. They are so good. We have many artists with great talent. The fact is that they are forgetting that it is still a business. They keep creating super cute clothes, but they don’t think about who’s going to wear them, whether people will buy them and how much they’re willing to pay for them.”
During the pandemic, Chynna put on her retail specialist cap and launched her ready-to-wear line called Casa. Offering casual clothing made by Filipinos for Filipinos, the brand was their response to the challenges that COVID-19 brought to the local fashion industry, a time when many brands and designers were forced to scale back their business. After being successful online, Casa is now exploring physical retail with the opening of its first store in Isetann Recto.
According to Chynna, Casa’s target markets are Gen Z and young professionals, and opening a store along the University Belt will be a plus for the brand as it explores brick-and-mortar retail. She describes the creation of the brand’s pieces as a collaboration with its consumers.
“When I design, the process is always 50 percent listening and observing the market and the other 50 percent with the feeling and my design aesthetic,” reflects the designer. “It’s a collaboration between the market and me. I design something that, I think, they need and want.”
“I think that’s what separates me from other fashion designers. I have a very strong business background,” Chynna continues. “For me, design and business go hand in hand in fashion. At the end of the day, you have all these utilities that you have to maintain. So it’s really important to balance both.”
To further celebrate Filipino fashion, Chynna dreams of bringing the wonders of Casa nationwide with the goal of building 60 stores in the next four years. Part of her goal is also to share her accessible pieces internationally to further showcase her unparalleled talents. kababayans.
“I think it’s about time Filipinos appreciate products made in the Philippines,” she says. “I want my work to be defined by my ability to conquer what could be and my desire to create, no matter what the canvas is or what it looks like.”
Discover more everyday pieces from Casa at Isetann Recto in the city of Manila.
Hello, readers! Have a story you’d like us to feature? Send us a message to Facebook, Instagram, Tik Toke Twitter and let’s talk about it.
SUBSCRIBE TO THE DAILY NEWSLETTER
CLICK HERE TO REGISTER