Its rapid growth in the region, noted Oliver Solomon, international visual merchandising coordinator of Miss Selfridge, can be attributed to the brand’s offering of a petite range, a perfect fit for most Asians.
It’s assumed the brand wants to replicate the kind of success experienced by its sister brand, Topshop, here in the country when it first offered its petite range.
Topshop and Miss Selfridge are both under the same mother group, Arcadia, with Miss Selfridge the feminine, trendy, more outgoing child.
“Someone who wears the brand,” said Mr. Solomon, “is young spirited, very feminine, girly, and considers shopping as a social activity. She’s very flirty and very sexy.”
Sasa Domingo, brand manager of Miss Selfridge, said “the brand is more outgoing than Topshop. Topshop is edgier, while Selfridge is more going out, smart, fashion forward, and very on trend.”
Miss Selfridge is anything but a new brand.
It began as the young fashion section of London’s Selfridges department store in 1966 -- “The swinging ’60s,” Mr. Solomon pointed out. “The time when fashion became popular and accessible to everyone.”
“[The reason the brand has lasted as long as it has is because] It’s always been at the forefront of young people’s fashion,” he said.
“The dresses are amazing. We dont have really have basics, it’s all fashion, embellishments, studding, panelling... and all designs... are [by] in-house [designers], and are unique to the brand.”
According to Ms. Domingo, prices start at P595 for its basic line to P7,195 for its premium line. Its going-out dresses start at P3,995.
“Filipinos like affordable prices. The pieces might be pretty pricey but fans know they’re paying for brand exclusivity, exclusive prints, and pieces exclusively made for Miss Selfridge,” she said.
One more store will be opening this year, said Ms. Domingo, who did not reveal its exact location but said it would be at one of the newer Robinsons malls.
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