In order to survive the challenges of the pandemic, many fashion brands, designers, and retailers shifted their operations online. This digital exodus allowed them to keep their businesses afloat, create and discover new worlds for their customers, and, in a way, bring a sense of normalcy to the chaos of the past years. But as we open a new chapter of the pandemic-new normal milieu this time, shoppers are more than ready to let go of their online carts and visit stores to get the full retail experience. And it looks like online shopping platforms are listening.
Among the recent ones to offer a physical experience is Singapore’s omnichannel womenswear brand Love, Bonito. Last year, it introduced to the Philippines its first-ever mobile store. This month, the brand elevates its physical presence with its roaming pop-up where shoppers, or its Filipino LBCommunity, can try on its pieces and purchase them right on the spot.
Love, Bonito Summerhouse at Greenbelt 5
Dubbed Love, Bonito Summerhouse, the pop-up will last the whole month of May and will be visiting key areas in Manila. It presents its shopper’s favorite “Staples” collection, as well as its spring/summer collections featuring colors that have been carefully handpicked by Love, Bonito’s in-house designers to ensure they flatter the Asian skin tone.
“We have a team of designers and developers. The designers think about bringing value to life while the developers are the engineers of the clothing so they think about the measurement and other technical aspects,” Love, Bonito’s VP of Design and Development Tingzhi Liu tells Manila Bulletin Lifestyle. “We do look at the runways and moments that are happening out there. We also look at World Global Style Network (WGSN) trend reports about what the consumers are moving toward, what the mood is coming out of COVID-19, and shopping behavior changes. We also check feedback based on our previous collections. Then we go through brainstorming sessions, sketching, and finalizing the collection.”
A closer look at the brand's featured pieces; Love, Bonito's CEO Dione Song and VP of Design and Development Tingzhi Liu with Filipina host Janeena Chan
According to Liu, the design and development team considers a lot in crafting the brand’s collections. First is the look of the garment. When it comes to Love, Bonito’s style, it is always about understated elegance and sophistication. Fit is also important for the brand. Garments should give comfort to their wearers and help boost their confidence. The team also ensures to add a sense of practicality to their pieces through functional design elements. Last is the pricing. “It is the most important out of the four,” Liu says. “We don't want to make something that is functional and beautiful but people can't afford it.”
While it is easy to navigate Love, Bonito’s online space, many of what they consider during the design process are hard to reflect digitally, from how flattering the pieces are to the unique fabrication they are made of. This is where the brand’s physical presence comes to play.
“At the end of the day, clothing is very personal. You have to try it on,” Liu muses. “Since we focus so much on the fit, it is quite hard to show online. We have a model, but everyone looks different. This is why having the offline experience is so valuable. People may find something online that they don't like, but when they see it and discover how it makes them feel, it gives them a new experience.”
Love, Bonito Summerhouse just ended its time at Greenbelt 5, but you can still catch it at UP Town Center Activity Center A in Quezon City (May 12-14), Power Plant Mall in Makati City (May 19-21), and Uptown Mall in BGC Taguig City (May 26-28). To more about it, visit @lovebonitophon Instagram.
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