Part II

Key Players
Introduction
In this part of the study, the proponents would discuss the key players on the emergence

of global brand influx in the local clothing industry namely; Philippine Franchise Association,

Department of Trade and Industry, SM Retail Group, Golden ABC Inc. and Bench Holdings.

A. Philippine Franchise Association

The Philippine Franchise Association (PFA) is the voluntary self-regulating governing

body for franchising in the Philippines. It is the country’s pioneer and largest franchise

association with members ranging from micro to large, both homegrown and international

involved in food, retail, services and other types of businesses. They envision to make the

Philippines as the “Center for Franchise Development in Asia” by providing the gateway to the

entry and export of world class-quality brands, products and services from Asia to the rest of the

world. They are also committed to create programs that will open opportunities for the expansion

of Philippine franchises domestically and overseas by providing assistance to the micro, small

and medium enterprises (MSMEs). Some of the key objectives of PFA is to promote and sustain

growth of franchising as a tool for development, to professionalize and educate people in the

franchise sector through seminars, training programs and overseas cooperation, to empower and

professionalize small businesses to be able to meet global competition in preparation for

borderless trade, to bring in the best franchising formats all over the world, to benchmark best

global practices in franchising, to liaise with government agencies on matters concerning

franchising to promote the growth and development of the sector, to provide a forum for Filipino

franchisors, franchisees and suppliers to network, exchange ideas and explore areas of

cooperation, to establish and maintain affiliations and/or cooperation with relevant organizations

locally and globally and to actively promote Filipino franchises internationally (PFA, 2013).

B. Department of Trade and Industry

The DTI is responsible for realizing the country's goal of globally

competitive and innovative industry and services sector that contribute to

inclusive growth and employment generation. They are tasked to expand Philippine

trade, industries and investments as the means to generate jobs and raise incomes for Filipinos. It

acts as catalyst for intensified private sector activity in order to accelerate and sustain economic

growth through comprehensive industrial growth strategy, progressive and socially responsible

trade liberalization and deregulation programs and policymaking designed for the expansion and

diversification of Philippine trade - both domestic and foreign. Pursuant to Philippine

Development Plan (PDP) 2011-2016, they endeavor to improve the business

environment, increase productivity and efficiency, and enhance consumer welfare.

DTI has set three goals in which they set to achieved by 2016, improve country's

competitiveness. Land in the top one-third ranking (for country's competitive

environment for the firms) in major international surveys, g enerate 4.6M

employment from industry and services sector, 2M of which shall come from

MSME sector and increase the level of awareness of consumers on their rights and

responsibilities from 50% to 80% (DTI, 2014).

 C. SM Retail Group

SM Retail group is the country's leading retailer with its chain of department stores, as

well as retail affiliates that complement traditional store lines. The group focus on the home, toy,

stationery, and infants sections of the department stores, while others are free-standing

superstores. After successfully bringing in two of the biggest retail brands in the world: Forever

21 and Uniqlo during the past 2 years, SM scored yet another big hit after successfully bringing

in H&M into the country. After being dominated by Rustan’s Store Specialist Inc., the Philippine

Fashion Retail Industry is in for a major shakeup as SM slowly brings in more and more

international brands into the country (Aguilar, 2014).

D. Golden ABC Inc.

GOLDEN ABC, Inc. was established in Cebu, Philippines in 1986. Fueled by the vision

of being the most admired Asian fashion brands company, GOLDEN ABC, Inc. creates and sells

its own ready-to-wear clothing and accessory lines. Under the name of GOLDEN ABC are

products such as: PENSHOPPE, OXYGEN, FORME, MEMO, REGATTA, TYLER and its

direct selling subsidiary RED LOGO. GOLDEN ABC, Inc. is a recognized pioneer in the

Philippine fashion retail scene, leveraging the latest business innovations to grow all areas of its

business, from operations and sales to design and partnerships. GOLDEN ABC, Inc. introduced

and enforced top-of-the-line product and distribution control with its concessionaires,

transforming the way retailers do their business. GOLDEN ABC, Inc. has grown into a

formidable retail force. It has built a strong presence, with more than 500 stores across the

Philippine archipelago and has expanded beyond Asia by opening stores in the Middle East.
GOLDEN ABC, Inc. is regarded by both consumers and the industry as one of the most

successful fashion retail brand builders in the country today (GoldenABC, 2011).

E. Bench Holdings

BENCH/ began in 1987 as a small store selling men’s t-shirts. Then, it grew at an

unparalleled rate becoming the pioneer in the use of celebrity endorsers, television, and giant

billboards to propel a fashion brand that offers premium quality products at affordable prices.

From being the number one store of men’s apparel, BENCH/ has grown to include a

ladies’ line, underwear, fragrances, housewares, snacks, and a wide array of other lifestyle

products. Throughout the years, BENCH/ has achieved the distinction of being present virtually

in every retail space in the Philippines, and has built a worldwide network of stores and outlets,

reaching as far as the United States, the Middle East, and China (Suyen Corporation, 2013).

Bench is a subsidiary of Suyen Corporation in which since 1990’s has been aggressively

expanding its portfolio with one vision in mind -- to build a network of partnerships with the

most exciting brands from all around the world. Under Suyen Corporation are other products

namely; ALDO, HUMAN, Kashieca, Dimensione, Cotton On, American Eagle Oufitters and

Charles and Keith (Suyen Corporation, 2013).

Bibliography
Aguilar, J. (2014). What does the opening of H&M in the Philippines really mean for the local fashion
industry? Retrieved April 22, 2015, from Think Again
http://johanaguilar.com/post/100577311801/what-does-the-opening-of-h-m-in-the-philippines

Department of Trade and Industry. (2014). About DTI. Retrieved April 22,2015, from
http://www.dti.gov.ph/dti/index.php/about/vision-mission

Golden ABC Inc. (2011) About Us (Golden ABC Inc.). Retrieved April 22, 2015, from
http://www.goldenabc.com/pages/about-us.php

Philippine Franchising Association. (2013). About PFA. Retrieved April 22,2015, from
http://www.pfa.org.ph/index.php?option=com_content&view=article&id=4&Itemid=2#keyobje
ctives

Suyen Corporation. (2013). About Us (BENCH). Retrieved April 22, 2015, from
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