The rise of e-commerce in the Philippines has coincided with the popularity of pop-up stores. These short-term retail outlets are a cost-effective way for online entrepreneurs to promote public awareness of their brands by interacting with customers.
Events organizer and entrepreneur Karen Grupp Elizalde and business partner Rana Talaia are tapping over two dozen online entrepreneurs to participate in Souq, a weekend fashion and home accessories pop-up bazaar, at SM Aura Premier on Sept. 15-16.
“I love fashion and I follow a lot of these brands on Instagram,” Elizalde said. “I saw the need to share their wonderful products with a bigger market.”
Souq’s objective is to give the online vendors the chance to establish a physical presence for their brands without them having to worry about inventory storage, expensive rentals and overhead expenses.
Moreover, the competitive retail scene demands a multichannel approach in which customers must be engaged in both online and brick-and-mortar environments. Through face-to-face encounter, shoppers can learn more about products and their vendor and, consequently, develop brand loyalty.
Last year, Harvard Business Review conducted a study which revealed that multichannel transactions maintain 73 percent of customers. They also tend to spend more.
Another study by online service Readycloud said 88 percent of customers would rather browse on the internet then shop in a store.
From friends
Elizalde started with brands from friends. Island Style is a resort collection from Indonesia, owned by Dearsy Webb. The line is popular for trendy rattan bags, earrings for the beach, cover-ups and tunics.
Marta Araneta’s Soaperstars features artisanal soaps, some of them shaped like donuts and pastries that look good enough to eat.
Elizalde has restaurant businesses with her husband in Boracay. She is frequently on the island, using colorful totes by Via Jecito. It has splash kits for smaller accessories and to organize and protect the tote’s contents.
Curated by Vault by Gianna Kessler is a selection of beautiful objects ranging from sculptural planters to T’boli-inspired trays, cheese boards, handcrafted clutches and glass crystal stone bangles. Kris Aquino toted Vault’s minaudiere inscribed with the word “Love” during the premiere of “Crazy Rich Asians.”
Casa de Japan transforms vintage kimonos and obi sashes into functional pieces such as pouches, pen cases, tapestries and runners.
Made Finas produces statement earrings made from colorful beads. Negrita Swimwear by Mari Ong offers sexy maillots for all figure types.
Gouache Bags, bags for men, are made of waxed canvas for durability and style.
The newest vendor is Palamuti Home, which produces nesting trays, desktop book racks and other accessories crafted from native materials.
Incentives
Although pop-up bazaars are a dime a dozen, Elizalde sets Souq apart through incentives. She is inviting netizens to like the Facebook page Souq_MNL and get a chance to win prizes: leather slides from Egypt by Dukan Crafts, a rattan bag from Island Style, a tray by Curated by Vault, a gold bracelet by Pineapple Studio Manila, beaded bracelets by My Journey PH, backpack and room spray by ByhandPh, a dotted skirt by Style.Ana.Ph, and red earrings by Chawas.
During the Souq pop-up, shoppers can join a raffle and win door prizes such as Aluna handbags made from Yakan fabrics and other accessories.
Crafts make the perfect resort look.
Business-minded
Elizalde has always been business-minded. While studying at Sta. Clara University in California, she took up Psychology with minors in German Studies (she’s half German) and Business. Her first job was as a marketing intern in a Boston finance company. Coming home, she worked for a communications company, then ventured into events planning.
She went to Indonesia to follow her then fiancée and now husband Freddie Elizalde, who was simultaneously starting a boat charter business and writing, illustrating and publishing children’s books. Meanwhile, she worked as a wedding events planner.
The couple returned to the Philippines and got married. Freddie handles the family real estate business and D’Mall in Boracay and also holds painting exhibits.
Elizalde’s fondness for fashion and penchant for organizing led her to hold trunk shows in Manila. Some of her successful trunk shows were held at Arya Residences. Word got to SM Aura Premier about the success of her events, and she was invited to organize her Souq.
She describes Souq’s shoppers as “style seekers” looking for unique and practical pieces.
For online brands, Souq not only provides new business opportunities but also gives entrepreneurs a better grip on the market and target new customers.—CONTRIBUTED
Souq will be held on Sept. 15-16 at 3/L SM Aura Premier, in front of Power Mac and Crate and Barrel.