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SM PARISIAN, SHOEMART?S ICONIC HOUSE SHOE brand, had a grand relaunch recently at the 2009 Philippine Fashion Week.
The relaunch was simultaneous with the SM Department Store?s gala show for Fashion Week 2009, highlighting the Holiday collection that ranged from streetwear and cocktail outfits to resort wear and office wear.
SM unveiled the new look of its Parisian shoe line at the show?s finale. Gladiators and platform designs had eye-catching details such as studs and grommets in strappy styles. Booties came in rich colors like gray, mocha, plum, choco brown and royal blue, with cutout/lace-up designs or sexy peep-toes.
According to Felanie Lim, assistant division manager for shoes, ?We saw the vast opportunity in the Parisian, being SM?s house brand since its inception, and we want to retain our edge in market share by selling shoes that are of high quality and great style.?
Meanwhile, Jessica Abundo, merchandising manager for ladies shoes, added, ?SM, having the most number of stores nationwide, has the promise to help women be up to date with global fashion looks through its Parisian shoes. We decided to up the ante, not just with pricing?yes, we still have the P299 entry-level Parisian shoes?but with the newer models now priced competitively at P999 upward to be able to compete with fashionable brands outside our department stores.?
