It has an Italian name, but Vero Moda, one of the latest ready-to-wear brands for women in Manila, originates in Denmark.
Ben Chan, chair of Suyen Corp. and the marketing whiz responsible for bringing such foreign brands as Aldo, Charles & Keith, American Eagle Outfitters, Pedro and Cotton On, has long wanted to bring in Vero Moda since he set foot in one of its flagship stores in Europe five years ago.
Chan finally got his wish. Vero Moda opened its first store in the Philippines on the first level of the newly opened Mega Fashion Hall at SM Megamall.
“The brand is quite popular in Europe and China,” said Chan. “I’m not surprised because Vero Moda’s quality and price points are good.”
Vero Moda, which means “true fashion” in Italian, has nearly 4,000 stores in China and 3,000 stores in Europe, said Danish Christian Lüneberg, a representative of Bestseller, the
family-owned Danish clothing and accessories company behind the brand. The brand was born in Denmark in 1994.
“The brand’s DNA is definitely Scandinavian, and that character is reflected in its designs,” said Lüneberg.
Vero Moda’s designers are based in Denmark, but they travel around the globe to draw ideas and inspirations from emerging trends.
Chic, no-frills
Its collection of dresses, separates, denim jeans and accessories is grouped under “entry prices, mid prices and end prices,” said Lüneberg.
Prices range from P1,700 to P4,200 for dresses, P1,700 to P2,500 for jackets and overlays, and, depending on their washes, P2,000 to P3,200 for denim jeans.
In keeping with its Scandinavian heritage, Vero Moda’s designs are generally simple, chic and almost no-frills. The color palette is confined to neutral colors such as black, white, gray and gold.
The SM Megamall store also carries faux leather bags, belts and costume jewelry like statement bracelets, bangles and chokers. Most of the items are made in China, India, Bangladesh and Turkey.
A fashion show, which preceded the opening, showcased the brand’s much cheaper separates of oversized printed tees, cropped tops, shorts and mini skirts.
Printed dresses and tops in red and white punctuated an otherwise sedate collection of neutrals. Silhouettes were generally close to the body.
High hopes
“I have high hopes for the brand,” said Chan, who has more than 20 brands, including homegrown names such as Bench and Human. “Vero Moda is big, and is bound to get bigger. I believe it’s poised to evolve and become another COS.”
COS, a Scandinavian label from Sweden, is a successful mid-range brand from the company that has turned H&M into one of the most successful fast-fashion brands.
“The locations of our next set of Vero Moda stores would depend on the availability of good space,” said Chan. “That has always been the problem. Even if we make a business plan, we often end up not being able to follow it because of lack of mall space.”
Lüneberg is looking forward to more Vero Moda outlets.
“We have a range of quality, wearable and fashion-forward clothes,” he said. “At the same time, the market here is ready. Women here love to look fashionable. They readily embrace fashion.”