Couple sees future in Isis brand
A couple’s dream to have a business that could sustain their family when they get married and settle down led them to the retail clothing business where they made their own clothing line brand – Isis.
Micheal and Christine Quezon started their first business into the retail clothing 1998 franchising Anonymous brand of clothing in Cebu.
“We have always been in love with fashion and we love to dress up so we thought that a business into clothing is the best for us,” Michael Quezon said.
Three years into the business, the couple however found it difficult to market the brand here so they thought of just growing their own brand.
In 2002 the brand Isis was created and they opened their first outlet in Ayala Center Cebu.
The couple had to shell out at least P1 million in investment for the business.
“We conceptualized the brand as an apparel and accessories line for him and her that’s fashionable and hip,” said Quezon.
They started with four people to help them in the operations back then. Both of them were also still very much hands on especially with choosing their selections of clothing.
They usually shop abroad for their clothing supply and they always consider the latest trends when they shop.
“We always take note of what are the latest offerings in the market and what are those that the market want,” he said.
Being fashion lovers themselves, shopping for their collection is more fun than a job for them.
The couple travels four to five times a year to shop and just look at what the market abroad looks like.
“Because we also like to be the first to offer new styles, we always look at the start-up trends abroad then start to introduce them in few limited selections,” he said.
For the last three years, Quezon said that the market in Cebu has grown so much in terms of the number of brands and the awareness of the people about fashion and clothing.
“The entrance of new brands has made the people more informed and more inclined to fashion,” he said.
People now know what they want and they have more options. According to Quezon this makes for a more competitive landscape for the clothing brands.
The stiffer competition has forced most local brands to improve their standards which, Quezon said, is good for the industry.
“In today’s modern age of information technology, people are more demanding so local brands have to step up to get hold of their own market niche.”
For their brand, Quezon said they were happy to be among those well preferred by Cebuano shoppers especially with their well designed and laid out boutiques.
“We are architecture and engineering graduates and somehow we are still able to use that to our advantage by designing out shops and creating that certain feel that shoppers like when they hunt for clothing,” he said.
The couple said the trend was moving towards more colors and prints.
“We see a lot of color, style, softer and lighter materials and a lot of prints will be the trend in the coming months,” he said.
The couple’s business has since grown as they added two more outlets – one in Abrizza Mall in Davao and another in SM City Cebu.
Their manpower has also increased to 15.
Quezon said they were planning to expand to Cagayan de Oro in 2012 and perhaps another outlet at the planned SM mall at the South Road Properties in 2013.
