by PIO-Marikina Posted: 4/18/2004
The Philippine Footwear Federation Incorporated (PFFI) recently joined in the Asia Pacific Leather Fair (APLF) in Hong Kong wherein seven footwear and seven bag companies participated namely: Bristol Shoes, Figlia Shoes, Gibi Shoes, Marquina, Monseigneur Shoes, Rusty Lopez and Unita International Inc. Blue Grass, Enzio Ferrera, Fino Leatherware, G. Designare, Larone Crafts, Martinique and Talimaya. The event, which was a three day affair, was done in collaboration with the Association of the Philippine Leathergoods Exports & Manufacturers (APLEM) in cooperation with the Marikina City Government and the Canadian International Development Agency.
For its theme, the PFFI has chosen the lifestyle concept. As Roger Py, director general of the PFFI explains it, In footwear, we cover men?s, women's and children?s shoes and even dancing shoes, while the APLEM features bags and some complementary garments and accessories as well. Any display from the Philippines is always distinguished by the delightful design and the use of casual bags and shoes with a summery, tropical feel as well as more formal genuine leather shoes of good quality and a whimsical range of children's shoes with fairytale motifs. In addition, the exhibitors got a positive response from the market and according to Joey Enriquez, president of the MCFashion, the footwear products were quite impressive considering we are only seven footwear companies. I believe we have a market to be tapped in the global setting and the Philippines should develop brand marketing. The total negotiated sale from the footwear sector is around $39,613.24.
Mayor Marides Fernando expresses her support as she says, this exhibit is a good start to boost our local shoe industry and at the same time prove that we can be globally competitive. It is also a way to attract local and foreign investors in our city especially now with our thrust being 2004 is Invest in Marikina Year.
Link:
http://news.marikina.gov.ph/pages/newsarch.asp?n=4-2004-c
Thursday, December 13, 2007
Shoe History of Marikina
Marikina is not the shoe capital of the Philippines for nothing. For the greater part of the 20th century, Marikina was the biggest manufacturer of quality shoes. There was a time, between 1978 and 1982, when Marikina’s women’s shoes and handbags made of snakeskin were the rave on Fifth Avenue, New York City. As early as 1935, Marikina already had 139 shops producing 260,078 pairs of ladies shoes and 86,692 pairs of men shoes worth P762,896.00. And as may as 2,450 inhabitants were directly engaged in the industry either as shoemakers or uppermakers. By 1983, Marikina produced 70 percent of the shoe production of the Philippines which was estimated at 30 million pairs. (Source:The Role of the Municipal Government in the Planning and Development of Local Industries: The Case of the Marikina Shoe Industry, by Mayor Osmundo de Guzman, De La Salle University, 1983)
Even in those days, shoemaking thrived in such distant places as Cebu, Pangasinan, Iloilo and Ilocos Norte. But Marikina was recognized for its superior craftsmanship, and its proximity to Manila gave it a decided advantage.
Florinio de la Paz, who traveled to Asian countries with a group of local manufacturers in 1968, noted that Marikina Shoes was unmatched in design in the region and second only to Japan in quality.
Marikina’s shoe industry started one afternoon in 1887, at the residence of Don Laureano Guevara, known to this day as Kapitan Moy. Slippers and wooden clogs were already being made at a basement shop. But one day, Tiburcio Eustaquio, assisted by Ambrocio Sta. Ines and Gervacio Carlos, was working on the town’s first pair of shoes – a men’s shoes – while their proprietor, Kapitan Moy, watched expectantly.
Kapitan Moy, highborn and a community leader, had bought himself a pair of imported shoes, during one of his trips to Manila. He used this pair of shoes as an example for his workers to examine and duplicate; they dissected its various parts and, by trial and error, learned how to put them back together.
On this particular day, Kapitan Moy and his shoemakers had their onlookers. All the while, a group of young boys had been craning their necks to watch the whole episode through a grilled window. Kapitan Moy, bothered by their presence, decided that they had had enough to tell their parents -- or their children. One of the boys, Pablo de la Paz, would recount the episode to his children, claiming that it happened in 1888 when he was 14.
Kapitan Moy saw to it that other Marikeños were taught the new skill at once, for he intended it to be a source of livelihood for a town that subsisted largely on fishing and farming. For this, he will be honored as the "Father of the Shoe Industry". Marikeños would build him and Tiburcio Eustaquio a statue that now stands in front of his house.
His residence would become a public elementary school in 1912 and a venue of many social functions during the genteel prewar years. In 1968, the town council and the National Historical Commission declared it a national shrine. And in 1995, Mayor Bayani F. Fernando restored it to its former glory and declared it the city's "Sentrong Pangkultura".
Marikina would become famous for its shoes and other leather products. They were much sought after in many a country churchyard, during town fiestas. Andres Bonifacio, a story goes, had a friend from Marikina make him a leather holster during his many visits to Marikina.
Manila, however, was the prized market, and for a share of it, Marikeños had to deal with the Chinese merchants, who held fort in Gandara, Nueva and other parts of Chinatown. Marikeños, with their craftsmanship and little shops, had no choice but to enter into this partnership with the Chinese who had their stores and bundles of raw materials. It is a partnership that will endure for generations -- and a very unequal partnership it would be.
Since they could dictate the price of finished shoes as well as of raw materials, it was not past the Chinese to take advantage of the Marikeños, and so there was much friction between them. One day in 1936, Marikeños lost their patience. Through "Oras Na" a worker's union organized by Mayor Wenceslao de la Paz, they struck to prevent the delivery of shoes to Chinese stores in Manila. They also prevented shoes from the neighboring town of San Mateo from being delivered to Chinese middlemen.
Though the strikers had the sympathy of the local authorities, they could not outlast the moneyed Chinese merchants. Having made their statement for a better deal, the strikers struck tent and returned to work. It was not the last time the shoemakers would rise in protest against inequities. In the sixties, shoemakers, mostly from San Roque and Calumpang led by Rufino Rodriguez, left their “bonquillas” (work table) to demand higher pay from shoe manufacturers. And in 1994, a small group of manufacturers led by Barangay Captain Celso Mendoza marched to protest the high cost of raw materials. The protest fizzled out for lack of support from local authorities who had become friendly with the local Chinese chamber. In the meantime, the Chinese had relocated their shoe supply stores from Chinatown to Marikina. Operating side by side with shoe shops, the Chinese were able to preclude, by their superior financing, the possibility of Marikeños branching into shoe supply. By the sixties, the chamber had become so powerful that no aspiring politician dared fight with them, except Bayani Vergara, twice defeated candidate for congress who stood against them.
From the start, Marikeños dreamed of owning a store to do away with Chinese middlemen. The prewar years would see "Tindang Bayan", a cooperative organized by Tiburcio Eustaquio, open a shoe store on Gandara St., right at the lion's den. He would himself open another shoe store--Marikit--na--on R. Hidalgo St., Quiapo. The same store would be taken over and transferred to Avenida Rizal by Francisco Sta. Ana Sr. whose sons-- Jose, Mariano and Francisco Jr.--would later become pillars of the shoe industry. The Santos brothers--Herminigildo and Roman--would open H. Santos Shoe Store and Star shoes, respectively, to sell Marikina shoes, the former at the corner of Avenida Rizal and Plaza Goiti.
On 17 January 1940, local manufacturers gained the support of the national government. At a meeting with President Manuel A. Roxas, then secretary of finance and concurrently chairman of the National Economic Council, they organized the National Footwear Corporation. Present at the Kapitan Moy residence were two friends of the shoe industry: Vicente Sabalvarro, chairman of the National Development Corp. (NDC) and Bueneventura Lopez. Among the incorporators were Quirino Desiderio, Jose Guzman, Santiago Cruz, Francisco Sta. Ana, Sr., Francisco Cruz, Andres E. Paz, Fortunato Lazaro, Anastacio Manuel, Elpidio Valentino, Bartolome Mendoza, Andres U. de La Paz, Hugo Cruz, Paulino Santos, Castor de Leon and Florencio Santos.
Made a subsidiary of NDC, the corporation was capitalized at P500, 000 to help members buy shoe materials and machines. It held office at the NDC compound in Pureza St., Sta. Mesa. Pablo de la Paz from Sta. Elena served as one of its officers.
Like most other industries, the shoe industry ground almost to a halt during the Japanese Occupation as capital and raw materials became scarce and the market vanished. The people meanwhile survived on marginal fishing, farming and livestock raising.
The industry recovered slowly after the Japanese occupation, Marikeños losing no time picking up the pieces. The new mayor, Gil Fernando, organized the Philippine Shoe Manufacturing Corp. with a capital of P500,000 to help local manufacturers back at their feet, again with the support of newly-elected President Roxas. The postwar years saw Marikeños open stores and repair shops in Calle Raon, Evangelista, Carriedo and Plaza Sta. Cruz. Leading the way were Angel Santos (later elected Vice Mayor), Francisco Sta. Ana Sr., Francisco Josef, Esteban Guevara, Gervasio Santos, Andres U. de la Paz and Severino Samson. Samson, known as "Mang Bino" would find himself side by side in Carriedo with young Henry Sy, the future taipan.
Before long, Chinese merchants regained their dominance of the industry. Marikeños would retreat to their shops, their stores in Calle Raon and Evengelista which earlier showed promise folded one after another. Marikina was also starting to feel the competition from such towns as Biñan, Pateros, and Liliw, Laguna. Marikeños were largely responsible for teaching the trade to the people in those towns. Local shoemakers were prized working as "maestro" or foremen in those places. The emergence of these competitors meant that Chinese middlemen could now undermine Marikeños by placing their orders for cheaper shoes from Biñan. In later years, cheaper shoes coming from Biñan and other places were crowd out Marikina shoes from such outlets as Shoemart.
An event came to the rescue of the local shoe industry. It gave Marikeños the chance to be their own merchandisers. The Marikina Jaycees, headed by Benjamin "Nonong" Molina Jr., a general’s son and a descendant of Don Laureano Guevara and later Vice-Mayor, hit upon the idea of a shoe trade fair as their project for 1965.
The fair at the present Rodriguez Sports Center would be inaugurated by Gemma Cruz, reigning Miss International, in April 1965, and would last the whole summer, closed only upon the onset of rains. It gave participants a windfall in sales and voluminous orders. Marikina had reasserted her claim as the shoe capital of the nation as thousands flocked to the fair for the much-vaunted Marikina shoes.
The project won the Marikina Jaycees its first and, so far, only international community award, received in Sydney, Australia by Jaycee National President Angelo King. Molina shared credit with Dr. Antonio Tinio, project chairman, Engr. Cesar Mata, who supplied the initial construction materials, Jaycee Vice Presidents Cesar Santos and Rogelio Villareal, two men from Pepsi--Mar Santos of Tañong and Ramon Paguirigan--for free advertising, and Pacifico Enriquez of Calumpang for lining up many manufacturers behind the project.
The following year, a second trade fair was held at the Catholic churchyard to raise funds for the town fiesta. The sponsors were headed by Councilor Guillermo de Guzman. It was not as big and successful as the first one, but it kept the idea of the trade fair alive.
On March 5, 1967, Marikeños put together their experiences of the past two years to launch a bigger trade fair in front of the town hall. When President Marcos came to inaugurate the project, nobody could imagine it would last 14 years until it ceased to be viable after Marikeños chose to open stores and compete in Cubao, Caloocan, Pasay City and Makati.
The trade fair had the backing of the town government, which proceeded to create the Marikina Shoe Trade Commission to maintain and operate the fair. Mayor Osmundo de Guzman chaired the commission with Virginio Cruz as president, and Guillermo de la Paz as executive secretary. The commission collected a certain percentage of the sales for its avowed purpose of building a shoe museum.
A total of P85,000 would be and used to start construction of the shoe museum next to the Rodriguez Memorial Hospital, but the museum was never finished. A year into the operation of the fair, local manufacturers exported shoes to Guam. This operation was handled by the Marikina Shoe Marketing Corp. organized by the manufacturers. The Manufacturers went on several trade missions, to Asia, Europe and the U.S. Florinio de la Paz, Rodolfo Valentino (elected Mayor) and Mariano Sta. Ana, scions of pioneers of the shoe industry, took turns managing the corporation, sharing the same building with the Marikina Shoe Trade Commission.
Not content with the success of the shoe fair, many of the stallholders, led by Florinio de la Paz would occupy the New Marikina Shoe Fair on Tuason Avenue. It was initially a success. But it did not last long. After their negotiation for a lease purchase of the building with Filinvest fell through, the stallholders withdrew and joined the exodus to Cubao. One group led by Geronimo Santos (Jerome Shoes) opened the Marikina Shoe House on Aurora Blvd. in 1969. It closed down soon after it was destroyed by fire. Another group led by Pacifico Enriquez, opened Marikina Shoe Expo, across the street from Rustan's Cubao. Another group, led by Architect Tereso Pasco, opened the Marikina Shoe Emporium in Cartimar Market in Pasay City while another group opened Shoe Galaxy in Caloocan City.
The Marikina Shoe Trade Fair stayed on until 1979 when it was torn down by virtue of the agreement between the mayor and the storeholders. >From 1978 to 1982, the industry would cash in on the booming export of snakeskin shoes and handbags to the U.S. Much of this export was made through the Shoestring Trading Co. headed by Guillermo "Emong" de la Paz whose principal, Gerry Miller, an American Jew, was based in New York City.
The Mitsubishi group, headed by Franco Cruz, and the Tri-Star group were also into export. Marikina's productive capacity was stretched to the limit while local market went begging for supply, a demand which Marikina's competitor's from other towns were more than willing to fill. It was too good to last. Snakeskin became scarce and had to be imported from Indonesia and Malaysia. Then the rush to meet shipping deadlines resulted in rejects. Then shoestring New York itself suffered financial reverses resulting in losses for local manufacturers.
The political instability and economic contraction that resulted from the assassination of Senator Benigno Aquino on Aug. 21, 1983 did not spare the shoe industry. The export market dried-up and the local market remained stagnant until 1989.
Rodolfo Valentino, who was appointed officer-in-charge following the EDSA revolution sought to revive the fortunes of the industry. In fact, he would spend much of his time in office for this purpose keeping him away from his other tasks. His efforts for the shoe industry would take him to Germany, the Soviet Union and China. In Dusseldorf, he was able to get a big order for ladies shoes which was filled by a local consortium led by Joey Enriquez; Figlia Shoes. He went with Trade Secretary Jose Concepcion on a trade mission to Moscow in 1989. On his second trip to Moscow the following year, he was offered a contract to supply one million pairs, which Vietnam, a fellow socialist coasky, could not fill. But the Russians could pay only in rubles. In his trip to Wuhan, China Valentino explored the possibility by using rubles for raw materials.
Valentino took the risks of dealing with a socialist country. He had to deal not with businessmen but with government functionaries. When the Soviet Union collapsed in 1991, it was clear on his third visit to Moscow that his agreement with the communist regime could not be implemented.
Link:
http://city.marikina.gov.ph/PAGES/history2.htm
Spoiled for choice - Manila Bulletin article
Spoiled for choice
by Yonina Chan
THE excitement, the play, and the fun of footwear design is very much evident in the fabulous Shūbizz boutique full of glorious, glamorous rows of colorful, elegant footwear, from wide faux white leather strap pumps with oversized rivet details all the way down to the heel, to wedges wrapped in rich, red vintage paisley patterns with bead and sequin details, to the signature, soon-to-be-classic, pointed-toe stiletto sneaker boots that exploded in popularity when they first came into the fashion scene some time ago. The selection certainly reflects one thing about the designs: that when they were created, it was pure play, pure magic, and pure genius at work.
The Shūbizz boutique houses one of the trendiest local commercial footwear lines, Figliarina, which has been known for its amazingly trendy range of designs and shockingly—yes, that’s the right word—affordable prices. With styles that sometimes look like they’re straight off the catwalk, Shūbizz has made sure high fashion footwear for every season and reason is so accessible to everyone that the only deterrent left to looking fabulous and walking tall is taste.
The original line which Figliarina hails from is Figlia, which started in 1986, from the leather footwear business of the family of vice-president and line builder Joey Enriquez.
Years later, after several studies in entrepreneurship and economics, as well as a single, defining course in shoe design at Parson’s New York, Joey established the company as a new, trendy, very fashion forward brand, distributed in department stores at friendly prices. In 1998, Figlia eventually forged a partnership with Celine, establishing the company Charter International, under which three lines developed: the original Figlia which maintained classic, office footwear for more mature buyers; the avant-garde and more affordable Marie Nicole which found its way to shelves in several major department stores; and Figliarina the very trendy and extensive collection of footwear launched in the very first independent Shūbizz store in Greenhills in 2004.
Currently, Shūbizz is expanding into a line itself, to host all of the company’s sport-style shoes, including the sneaker-boot. Most of the items, however, will be focused on highly functional sports shoes which can be used for walking and trekking in comfort. The newest boutique Joey has formed in partnership with the Celine Group is the huge popular and even more price-friendly So Fab! (Try finding a deconstruct denim woven wedge with colorful button details or a vintage fabric-wrapped sandal for less than P700.)
Figlia, Marie Nicole and Figliarina shoes are available at Landmark and all major SM department stores, including the soon to open Mall of Asia. Shubizz is located at The Shops in Greenhills, Shangri-La Mall, SM Fairview Annex, and SM San Lazaro. So Fab! is located in Glorietta, SM San Lazaro, Crossings department store, and Ayala Center in Cebu.
Sunday June 11, 2006
Link:
http://www.mb.com.ph/issues/2006/06/11/I2006061166384.html
by Yonina Chan
Shūbizz pampers your feet with the widest range of fun styles.
THE excitement, the play, and the fun of footwear design is very much evident in the fabulous Shūbizz boutique full of glorious, glamorous rows of colorful, elegant footwear, from wide faux white leather strap pumps with oversized rivet details all the way down to the heel, to wedges wrapped in rich, red vintage paisley patterns with bead and sequin details, to the signature, soon-to-be-classic, pointed-toe stiletto sneaker boots that exploded in popularity when they first came into the fashion scene some time ago. The selection certainly reflects one thing about the designs: that when they were created, it was pure play, pure magic, and pure genius at work.
The Shūbizz boutique houses one of the trendiest local commercial footwear lines, Figliarina, which has been known for its amazingly trendy range of designs and shockingly—yes, that’s the right word—affordable prices. With styles that sometimes look like they’re straight off the catwalk, Shūbizz has made sure high fashion footwear for every season and reason is so accessible to everyone that the only deterrent left to looking fabulous and walking tall is taste.
The original line which Figliarina hails from is Figlia, which started in 1986, from the leather footwear business of the family of vice-president and line builder Joey Enriquez.
Years later, after several studies in entrepreneurship and economics, as well as a single, defining course in shoe design at Parson’s New York, Joey established the company as a new, trendy, very fashion forward brand, distributed in department stores at friendly prices. In 1998, Figlia eventually forged a partnership with Celine, establishing the company Charter International, under which three lines developed: the original Figlia which maintained classic, office footwear for more mature buyers; the avant-garde and more affordable Marie Nicole which found its way to shelves in several major department stores; and Figliarina the very trendy and extensive collection of footwear launched in the very first independent Shūbizz store in Greenhills in 2004.Currently, Shūbizz is expanding into a line itself, to host all of the company’s sport-style shoes, including the sneaker-boot. Most of the items, however, will be focused on highly functional sports shoes which can be used for walking and trekking in comfort. The newest boutique Joey has formed in partnership with the Celine Group is the huge popular and even more price-friendly So Fab! (Try finding a deconstruct denim woven wedge with colorful button details or a vintage fabric-wrapped sandal for less than P700.)
Figlia, Marie Nicole and Figliarina shoes are available at Landmark and all major SM department stores, including the soon to open Mall of Asia. Shubizz is located at The Shops in Greenhills, Shangri-La Mall, SM Fairview Annex, and SM San Lazaro. So Fab! is located in Glorietta, SM San Lazaro, Crossings department store, and Ayala Center in Cebu.
Sunday June 11, 2006
Link:
http://www.mb.com.ph/issues/2006/06/11/I2006061166384.html
Challenging Themselves to be Even More Better
Challenging Themselves to be Even More Better
By: Ella Mangabat
When Joey Enriquez of Figlia was asked whom they consider their biggest competitor as shoemakers, with all boldness and confidence, he shares, "We are our own biggest challenge, we have several brands in our company. We are competing within ourselves to do better."
Way back in 1955, his father, Ceferino Roxas Enriquez established a very popular ladies' shoe brand named, Meg's and at that time, his parents not just manufactured ladies' shoes, but men's and children's too. He started his brand, Ceferino et Figli, which means Ceferino & Sons and eventually focused on ladies footwear and later renamed it to Figlia, Latin word for daughter.
Learning Venues
His original company was a victim of the Asian crisis during the late 90's. He needed a partner and fate crossed his path with a visionary in the person of Mr. Chan Kok Bin, Celine Group of Companies' CEO and both of them share the same ideals and goals. They have been working together since 1998.
During the time of his company's inception prior to being part of Celine, his focus was on ladies' shoes.
"I feel I can be wildly creative with my designs on this line than making men's shoes. I was doing concessions store-in-store. I was expanding and creating my own presence by establishing my own boutique with the Marie Nicole brand while most got caught in the financial crash of 1997 in Asia," narrating how he has grown this big now.
With Charter International, the sister-company of Celine Marketing Corporation, they are realizing their goals doing their 4th SHUBIZZ store in Shangri-La Edsa Mall after opening in SM City Fairview Annex, Market! Market! Mall at the Global City and The Shops Greenhills.
His brands-Figlia, Marie Nicole and others are distributed in all SM and Robinson's malls, respectively. His shoe stores totals to 40+ nationwide.
He credits his success to the great possibilities of being focused to ladies foot wear since there are particular shoes for women for certain occasions, "Surely there are different shoes to wear on different occasions. Mood plays a major role in how any woman may dress up or down. For the office, a more traditional pump or sling may be appropriate for a tropical country such us ours. On a weekend, comfy sandals may be worn with skirts or a very high heeled mules with jeans. There is performance footwear for sports and an active lifestyle, but there are no more rules. Any woman may wear anything, which makes her feel confident about herself or makes her get noticed."
Going Global
Hawaiian islands, NY, California, Canada, Japan, Australia and UK are just among the places they have exported their products to, but Joey admits that Filipino's products have quite limited advantage over China's. Yet he is still confident because Filipinos are very creative and have sensibilities of both the East and the West and may utilize China's materials and production infrastructure in their unique design's execution.
What preparation are they doing to be at par with the global scene? Where do they get materials? How do they make shoe products distinctly Filipino?
With all pride, he says, "We travel a lot to attend shoe fairs and exhibitions all over the world. We get the latest color and design, trends, seasons ahead and this gives us planning leeway for our sourcing and buying.
"In the future we want to be global rather than being solely an ethnic Filipino brand that is why we continue to exhibit our shoes in trade fairs like the Manila FAME twice a year during April and October or the Asia Pacific Leather Fair in Hong Kong. Next year we plan to exhibit at the GDS Dusseldorf Germany Fair, the biggest shoe exhibition in the world."
What Filipinos can be proud about their products is the way they label it Made in the Philippines every time they export to any foreign country.
His Ascension to Making BIG
He literally had a shoe factory as a playground when he was in his growing years, or shoe making runs in their bloodlines. He grew up discovering how shoes were made and why they sell; sourcing, manufacturing and retail side of the business were among the things he acquired.
He earned a degree in Shoe Design in New York's Parsons School of Design. To date, he is the president of the Marikina Council of Fashion and a member of the Fashion Design Council of the Philippines.
He also credits his triumphs with Mr. Kok Bin's partnership, his years of experience in design, manufacture and retail has made him a seasoned shoe person. Celine continues to grow with new brands such as CMG, Traffic, Little Ones, Dots, "So! FAB", Salabianca and next year, there will be more things to come.
He concluded with a punch, "What I learned is when you fall, you pick yourself up and find opportunities with your mistakes. And as Celine's president Mrs. Vicky Chan would say, trust and HE will show you the way."
Charter International, Inc. has its corporate office situated at Suite 1801 Centerpoint Bldg, Julia Vargas Ave., Ortigas Center, Pasig City, Philippines with telephone number (632) 633-7691; facsimile number (632) 633-9777or visit their Web site at www.figlia.biz.
Link:
http://www.sme.com.ph/featured-sme-month/featured-sme-month.php?page=feature-figlia
By: Ella Mangabat
When Joey Enriquez of Figlia was asked whom they consider their biggest competitor as shoemakers, with all boldness and confidence, he shares, "We are our own biggest challenge, we have several brands in our company. We are competing within ourselves to do better."
Way back in 1955, his father, Ceferino Roxas Enriquez established a very popular ladies' shoe brand named, Meg's and at that time, his parents not just manufactured ladies' shoes, but men's and children's too. He started his brand, Ceferino et Figli, which means Ceferino & Sons and eventually focused on ladies footwear and later renamed it to Figlia, Latin word for daughter.
Learning Venues
His original company was a victim of the Asian crisis during the late 90's. He needed a partner and fate crossed his path with a visionary in the person of Mr. Chan Kok Bin, Celine Group of Companies' CEO and both of them share the same ideals and goals. They have been working together since 1998.
During the time of his company's inception prior to being part of Celine, his focus was on ladies' shoes.
"I feel I can be wildly creative with my designs on this line than making men's shoes. I was doing concessions store-in-store. I was expanding and creating my own presence by establishing my own boutique with the Marie Nicole brand while most got caught in the financial crash of 1997 in Asia," narrating how he has grown this big now.
With Charter International, the sister-company of Celine Marketing Corporation, they are realizing their goals doing their 4th SHUBIZZ store in Shangri-La Edsa Mall after opening in SM City Fairview Annex, Market! Market! Mall at the Global City and The Shops Greenhills.
His brands-Figlia, Marie Nicole and others are distributed in all SM and Robinson's malls, respectively. His shoe stores totals to 40+ nationwide.
He credits his success to the great possibilities of being focused to ladies foot wear since there are particular shoes for women for certain occasions, "Surely there are different shoes to wear on different occasions. Mood plays a major role in how any woman may dress up or down. For the office, a more traditional pump or sling may be appropriate for a tropical country such us ours. On a weekend, comfy sandals may be worn with skirts or a very high heeled mules with jeans. There is performance footwear for sports and an active lifestyle, but there are no more rules. Any woman may wear anything, which makes her feel confident about herself or makes her get noticed."
Going Global
Hawaiian islands, NY, California, Canada, Japan, Australia and UK are just among the places they have exported their products to, but Joey admits that Filipino's products have quite limited advantage over China's. Yet he is still confident because Filipinos are very creative and have sensibilities of both the East and the West and may utilize China's materials and production infrastructure in their unique design's execution.
What preparation are they doing to be at par with the global scene? Where do they get materials? How do they make shoe products distinctly Filipino?
With all pride, he says, "We travel a lot to attend shoe fairs and exhibitions all over the world. We get the latest color and design, trends, seasons ahead and this gives us planning leeway for our sourcing and buying.
"In the future we want to be global rather than being solely an ethnic Filipino brand that is why we continue to exhibit our shoes in trade fairs like the Manila FAME twice a year during April and October or the Asia Pacific Leather Fair in Hong Kong. Next year we plan to exhibit at the GDS Dusseldorf Germany Fair, the biggest shoe exhibition in the world."
What Filipinos can be proud about their products is the way they label it Made in the Philippines every time they export to any foreign country.
His Ascension to Making BIG
He literally had a shoe factory as a playground when he was in his growing years, or shoe making runs in their bloodlines. He grew up discovering how shoes were made and why they sell; sourcing, manufacturing and retail side of the business were among the things he acquired.
He earned a degree in Shoe Design in New York's Parsons School of Design. To date, he is the president of the Marikina Council of Fashion and a member of the Fashion Design Council of the Philippines.
He also credits his triumphs with Mr. Kok Bin's partnership, his years of experience in design, manufacture and retail has made him a seasoned shoe person. Celine continues to grow with new brands such as CMG, Traffic, Little Ones, Dots, "So! FAB", Salabianca and next year, there will be more things to come.
He concluded with a punch, "What I learned is when you fall, you pick yourself up and find opportunities with your mistakes. And as Celine's president Mrs. Vicky Chan would say, trust and HE will show you the way."
Charter International, Inc. has its corporate office situated at Suite 1801 Centerpoint Bldg, Julia Vargas Ave., Ortigas Center, Pasig City, Philippines with telephone number (632) 633-7691; facsimile number (632) 633-9777or visit their Web site at www.figlia.biz.
Link:
http://www.sme.com.ph/featured-sme-month/featured-sme-month.php?page=feature-figlia
Promoting Entrepreneurship: A Focus on 4 Industry Clusters
Promoting Entrepreneurship: A Focus on 4 Industry Clusters
Policy Center forum discusses policy issues and strategies in the tourism, furniture, fine jewelry, and footwear industries
By the AIM Policy Center
The Department of Trade and Industry (DTI) estimates that small and medium enterprises (SMEs) comprise over 90% of Philippine enterprises and are among the principal drivers of economic growth and development. Micro, small and medium scale enterprises (MSMSEs), on the other hand, comprise about 70% of the country’s labor force in both the formal and informal sectors.
Out of the registered Php1.8 trillion exports generated in 2000, approximately Php1 trillion came directly or indirectly from SMEs, translating to roughly 33% of total Gross Domestic Product (GDP). In addition, from 1988 to 1993, the board estimated that around 78% of yearly Board of Investments registrations were comprised of SMEs. Furthermore, SMEs constitute the backbone not only of the Philippine economy but of the Asia Pacific as well, accounting for over 90% of enterprises and 32-48% of employment.
In cognizance of the invaluable role that SMEs play, the AIM Policy Center organized the forum entitled Policies and Strategies to Promote Entrepreneurship and Enterprise Development: Focus on 4 Industry Clusters of Tourism, Furniture, Fine Jewelry, and Footwear at the AIM Conference Center Manila last January 26, 2005.
Dr. Eduardo Morató Jr., former dean of the AIM W. Sycip Graduate School of Business, presented his study on enterprise development and the promotion of entrepreneurship as a key government strategy in poverty alleviation and economic growth. His extensive study revolved around four industries: shoemaking in Marikina City, fine jewelry in Bulacan province, furniture in Pampanga province, and tourism in Mactan Island. Twenty-one case studies and a national survey of 180 entrepreneurs conducted in four high-growth and two low-growth regions in the country were consequently discussed.
Dr. Morató stressed that social and political stability would be crucial in spurring Philippine economic growth, promoting entrepreneurship, and developing new enterprises. Stability creates an economic environment conducive to the entry of new investors and the expansion of existing firms.
Dr. Morato’s presentation concluded with some powerful lessons. The concentration of skilled craftsmen creates an industry cluster that motivates more and more entrepreneurs to establish businesses based on their learned skills. As evident in the four industries, convenience of proximity and easy access between the market and the providers of goods and services must be made available. Government can assist through the provision of infrastructure and utilities that in turn will attract business entrants.
Clusters promote new business formation; enhance productivity and innovation; produce synergies in terms of cost competitiveness, market development, product complementation, and research and development; and increase access to institutions and public goods. In addition, the industry and case studies prove that industry clusters, industry chains, and industry convergence of government services are huge contributors to the promotion of entrepreneurship and the development of enterprises, which eventually lead to greater wealth generation, job creation, and, deductively, poverty alleviation.
Prof. Morato with Prof. Alejandrino Ferreria (left) of the AIM Asian Center for Entrepreneurship and Mr. Joey Enriquez, president of the Marikina Council of Fashion
Dr. Morato’s presentation was followed by reactions from the heads of the featured industry clusters. Mr. Joey Enriquez, president of the Marikina Council of Fashion, emphasized that the Philippine footwear industry in view of China’s vast manufacturing capabilities must concentrate and compete more in terms of quality and design as opposed to volume. On the other hand, Mrs. Cecilia Ramos, chairman of the Confederation of Philippine Jewellers, Inc. and the Meycauayan Fine Jewelry Industry Association, proposed for a more intensive review of RA 8502, possible tax amnesties, stricter quality control, continuous government support from DTI and Bureau of Treasury, availability of financing instruments, and the further exploration of Diwalwal in Southern Mindanao.
Mr. Joseph Pangilinan, vice president for Advocacy of the Chamber of Furniture Industries of the Philippines National Chapter, revealed that the country has an estimated 15,000 furniture companies, 95% of which are micro enterprises. The furniture industry, with annual exports amounting to US$300 million, generates employment for almost 500,000 direct workers and 1.3 million more in allied chain industries. However, he lamented that the industry has very few excellent players. Mr. Pangilinan suggested that firms should invest more in marketing campaigns and less in training due to rampant employee piracy in the industry.
The forum is in conjunction with the AIM Policy Center’s continued efforts to promote Philippine global competitiveness. Sponsored by the Konrad Adenauer Foundation, the forum was attended by members of the government, business, and academic sectors.
Link:
http://www.aim.edu/home/announcementc.asp?id=626
Policy Center forum discusses policy issues and strategies in the tourism, furniture, fine jewelry, and footwear industries
By the AIM Policy Center
The Department of Trade and Industry (DTI) estimates that small and medium enterprises (SMEs) comprise over 90% of Philippine enterprises and are among the principal drivers of economic growth and development. Micro, small and medium scale enterprises (MSMSEs), on the other hand, comprise about 70% of the country’s labor force in both the formal and informal sectors.
Out of the registered Php1.8 trillion exports generated in 2000, approximately Php1 trillion came directly or indirectly from SMEs, translating to roughly 33% of total Gross Domestic Product (GDP). In addition, from 1988 to 1993, the board estimated that around 78% of yearly Board of Investments registrations were comprised of SMEs. Furthermore, SMEs constitute the backbone not only of the Philippine economy but of the Asia Pacific as well, accounting for over 90% of enterprises and 32-48% of employment.
In cognizance of the invaluable role that SMEs play, the AIM Policy Center organized the forum entitled Policies and Strategies to Promote Entrepreneurship and Enterprise Development: Focus on 4 Industry Clusters of Tourism, Furniture, Fine Jewelry, and Footwear at the AIM Conference Center Manila last January 26, 2005.
Dr. Eduardo Morató Jr., former dean of the AIM W. Sycip Graduate School of Business, presented his study on enterprise development and the promotion of entrepreneurship as a key government strategy in poverty alleviation and economic growth. His extensive study revolved around four industries: shoemaking in Marikina City, fine jewelry in Bulacan province, furniture in Pampanga province, and tourism in Mactan Island. Twenty-one case studies and a national survey of 180 entrepreneurs conducted in four high-growth and two low-growth regions in the country were consequently discussed.
Dr. Morató stressed that social and political stability would be crucial in spurring Philippine economic growth, promoting entrepreneurship, and developing new enterprises. Stability creates an economic environment conducive to the entry of new investors and the expansion of existing firms.
Dr. Morato’s presentation concluded with some powerful lessons. The concentration of skilled craftsmen creates an industry cluster that motivates more and more entrepreneurs to establish businesses based on their learned skills. As evident in the four industries, convenience of proximity and easy access between the market and the providers of goods and services must be made available. Government can assist through the provision of infrastructure and utilities that in turn will attract business entrants.
Clusters promote new business formation; enhance productivity and innovation; produce synergies in terms of cost competitiveness, market development, product complementation, and research and development; and increase access to institutions and public goods. In addition, the industry and case studies prove that industry clusters, industry chains, and industry convergence of government services are huge contributors to the promotion of entrepreneurship and the development of enterprises, which eventually lead to greater wealth generation, job creation, and, deductively, poverty alleviation.
Prof. Morato with Prof. Alejandrino Ferreria (left) of the AIM Asian Center for Entrepreneurship and Mr. Joey Enriquez, president of the Marikina Council of Fashion
Dr. Morato’s presentation was followed by reactions from the heads of the featured industry clusters. Mr. Joey Enriquez, president of the Marikina Council of Fashion, emphasized that the Philippine footwear industry in view of China’s vast manufacturing capabilities must concentrate and compete more in terms of quality and design as opposed to volume. On the other hand, Mrs. Cecilia Ramos, chairman of the Confederation of Philippine Jewellers, Inc. and the Meycauayan Fine Jewelry Industry Association, proposed for a more intensive review of RA 8502, possible tax amnesties, stricter quality control, continuous government support from DTI and Bureau of Treasury, availability of financing instruments, and the further exploration of Diwalwal in Southern Mindanao.
Mr. Joseph Pangilinan, vice president for Advocacy of the Chamber of Furniture Industries of the Philippines National Chapter, revealed that the country has an estimated 15,000 furniture companies, 95% of which are micro enterprises. The furniture industry, with annual exports amounting to US$300 million, generates employment for almost 500,000 direct workers and 1.3 million more in allied chain industries. However, he lamented that the industry has very few excellent players. Mr. Pangilinan suggested that firms should invest more in marketing campaigns and less in training due to rampant employee piracy in the industry.
The forum is in conjunction with the AIM Policy Center’s continued efforts to promote Philippine global competitiveness. Sponsored by the Konrad Adenauer Foundation, the forum was attended by members of the government, business, and academic sectors.
Link:
http://www.aim.edu/home/announcementc.asp?id=626
BusinessWorld Philippines Article
corporate files.
Source: Asia Africa Intelligence WirePublication
Date: 19-AUG-03
(From BusinessWorld (Philippines))
Byline: Jeffrey O. Valisno
It was heartbreaking for Jose V. Enriquez to sell his brainchild Figlia Ladies' Fashion Footwear, Inc. to another company in 1998. Coming from a family of artisan shoemakers in Marikina City, he practically grew up in the industry.
"My father's shoe factory was my playground when I was a little boy. My uncles and aunts were all employees of my father so it was a family thing. I saw how passionate my father was in shoe making. He really loved shoes," Mr. Enriquez said in an interview with BusinessWorld.
After watching his father Ceferino steer his own shoe brand, "Meg's," to success in the 1950s, he came out with his own label "Figlia" - Latin word for "daughter" in 1986.
Mr. Enriquez was just 26 years old then.
"I was young and raring to go. I had the creative juices to make it without much capital. People in the industry knew the quality of work my father was able to make and that assured my customers of my products. I also knew my customers by heart. I would study their preferences and would design lines that would go with their collection," he said.
"I inherited some basic machinery for shoe manufacturing so I started with a very small capital basically with nothing but my father's existing suppliers who were willing to give me credit. All I had was some courage to make it on my own and some innate creativity, which I think I also got from my father," he added.
With hard work and sheer determination, it was not long until Figlia became a leading women's shoe brand in the country.
Figlia's popularity got a boost when it became one of the pioneer concessionaires in the SM chain of malls.
The triumph of Figlia led Mr. Enriquez to introduce another line of women's shoes called Marie Nicole in 1995.
Marie Nicole easily became the best-selling brand in Landmark, Gaisano and Robinsons department stores nationwide.
"The best years in my business have been the boom in 1995 to 1996. During this time I embarked [on] an expansion program of adding new branches in malls. However, the Asian financial crisis happened in 1997," he said.
Because of the crisis, Mr. Enriquez had to let go of his 50 employees and close down the shoe factory.
With the sudden free time, he decided to take up a course on shoe design at Parson's School of Design in New York City to update and build up his skills.
In 1998, he came back to the country and sold Figlia to Chan Kok Bin of Charter International, Inc., a renowned shoe businessman himself identified with the shoe labels "Celine," "CMG," "Little Ones," and "Traffic."
It was difficult at first to give up control of Figlia, but Mr. Enriquez sees the rewards of the merger.
"With the acquisition of Figlia and Marie Nicole by Charter International and its affiliation with Celine Marketing Corp., the company was able to broaden its local distribution network encompassing all market segments," he said.
"I was able to focus on my strength as a designer and concentrated on product development, raw material sourcing and marketing. I have a manufacturing background. I can actually make a shoe from scratch, from cutting, sewing to hand lasting. Mr. Chan has a Harvard business degree. Our fusion is a force to reckon with. That sets Figlia apart from our competitors," he added.
Figlia now has 13 branches in Metro Manila, Pampanga, Cavite and Davao. Three additional branches are coming up in Lucena, Baguio and Malolos, Bulacan, before yearend.
The company also exports Figlia shoes to Australia, Japan, France, Canada, and Hawaii, Los Angeles and New York in the US.
"I would say that our company is one of the market leaders in our industry. Our brands dominate the local shoe retail scene and our shoes are all well known for their excellent quality and innovative designs," Mr. Enriquez added.
As an industry trendsetter, the company recently launched "Figlia Couture," an upscale line of fashionable shoes using the finest materials and embellished with swarovski crystals, south sea pearls and the like.
"Initially this will be available via custom-made shoes for weddings, debut, soirees, or just for fun. You just go to our showroom, call us, or text us and we would gladly make a pair that is uniquely yours," Mr. Enriquez said.
The company will also launch in October "F2" or "figlia too - figliarina!" a trendy line of sandals, loafers and fashion sports collection for teenagers in SM stores. Figlia will also relaunch its website www.figlia.biz.
Asked about the secret to Figlia's success, Mr. Enriquez quickly attributes it to the work force.
"Our employees are highly motivated and very keen on facing challenges, we pay a lot of attention to detail in everything we produce. We carry different shoe brands within our company, we share a lot of information and technology although somehow the friendly competition within the company keeps us more on our toes, literally!" he said.
He said the company also keeps up to date about new manufacturing technologies and has hired a shoe expert who studied in India. It also sponsored a scholar in the newly opened Philippine Shoe Academy in Marikina City, the first footwear school in the Far East.
Figlia merchandisers also attend international shoe fairs at least twice yearly to keep abreast with design trends in Europe and Asia.
It also signed a design consultation agreement with a designer from England through the British Council to help Figlia build a collection for the international market.
"Our corporate culture may be embodied with the message being imparted by Dr. Spencer Johnson through his book Who Moved My Cheese? Change is something we must constantly face and enjoy," Mr. Enriquez.
http://www.accessmylibrary.com/coms2/summary_0286-24154757_ITM
Source: Asia Africa Intelligence WirePublication
Date: 19-AUG-03
(From BusinessWorld (Philippines))
Byline: Jeffrey O. Valisno
It was heartbreaking for Jose V. Enriquez to sell his brainchild Figlia Ladies' Fashion Footwear, Inc. to another company in 1998. Coming from a family of artisan shoemakers in Marikina City, he practically grew up in the industry.
"My father's shoe factory was my playground when I was a little boy. My uncles and aunts were all employees of my father so it was a family thing. I saw how passionate my father was in shoe making. He really loved shoes," Mr. Enriquez said in an interview with BusinessWorld.
After watching his father Ceferino steer his own shoe brand, "Meg's," to success in the 1950s, he came out with his own label "Figlia" - Latin word for "daughter" in 1986.
Mr. Enriquez was just 26 years old then.
"I was young and raring to go. I had the creative juices to make it without much capital. People in the industry knew the quality of work my father was able to make and that assured my customers of my products. I also knew my customers by heart. I would study their preferences and would design lines that would go with their collection," he said.
"I inherited some basic machinery for shoe manufacturing so I started with a very small capital basically with nothing but my father's existing suppliers who were willing to give me credit. All I had was some courage to make it on my own and some innate creativity, which I think I also got from my father," he added.
With hard work and sheer determination, it was not long until Figlia became a leading women's shoe brand in the country.
Figlia's popularity got a boost when it became one of the pioneer concessionaires in the SM chain of malls.
The triumph of Figlia led Mr. Enriquez to introduce another line of women's shoes called Marie Nicole in 1995.
Marie Nicole easily became the best-selling brand in Landmark, Gaisano and Robinsons department stores nationwide.
"The best years in my business have been the boom in 1995 to 1996. During this time I embarked [on] an expansion program of adding new branches in malls. However, the Asian financial crisis happened in 1997," he said.
Because of the crisis, Mr. Enriquez had to let go of his 50 employees and close down the shoe factory.
With the sudden free time, he decided to take up a course on shoe design at Parson's School of Design in New York City to update and build up his skills.
In 1998, he came back to the country and sold Figlia to Chan Kok Bin of Charter International, Inc., a renowned shoe businessman himself identified with the shoe labels "Celine," "CMG," "Little Ones," and "Traffic."
It was difficult at first to give up control of Figlia, but Mr. Enriquez sees the rewards of the merger.
"With the acquisition of Figlia and Marie Nicole by Charter International and its affiliation with Celine Marketing Corp., the company was able to broaden its local distribution network encompassing all market segments," he said.
"I was able to focus on my strength as a designer and concentrated on product development, raw material sourcing and marketing. I have a manufacturing background. I can actually make a shoe from scratch, from cutting, sewing to hand lasting. Mr. Chan has a Harvard business degree. Our fusion is a force to reckon with. That sets Figlia apart from our competitors," he added.
Figlia now has 13 branches in Metro Manila, Pampanga, Cavite and Davao. Three additional branches are coming up in Lucena, Baguio and Malolos, Bulacan, before yearend.
The company also exports Figlia shoes to Australia, Japan, France, Canada, and Hawaii, Los Angeles and New York in the US.
"I would say that our company is one of the market leaders in our industry. Our brands dominate the local shoe retail scene and our shoes are all well known for their excellent quality and innovative designs," Mr. Enriquez added.
As an industry trendsetter, the company recently launched "Figlia Couture," an upscale line of fashionable shoes using the finest materials and embellished with swarovski crystals, south sea pearls and the like.
"Initially this will be available via custom-made shoes for weddings, debut, soirees, or just for fun. You just go to our showroom, call us, or text us and we would gladly make a pair that is uniquely yours," Mr. Enriquez said.
The company will also launch in October "F2" or "figlia too - figliarina!" a trendy line of sandals, loafers and fashion sports collection for teenagers in SM stores. Figlia will also relaunch its website www.figlia.biz.
Asked about the secret to Figlia's success, Mr. Enriquez quickly attributes it to the work force.
"Our employees are highly motivated and very keen on facing challenges, we pay a lot of attention to detail in everything we produce. We carry different shoe brands within our company, we share a lot of information and technology although somehow the friendly competition within the company keeps us more on our toes, literally!" he said.
He said the company also keeps up to date about new manufacturing technologies and has hired a shoe expert who studied in India. It also sponsored a scholar in the newly opened Philippine Shoe Academy in Marikina City, the first footwear school in the Far East.
Figlia merchandisers also attend international shoe fairs at least twice yearly to keep abreast with design trends in Europe and Asia.
It also signed a design consultation agreement with a designer from England through the British Council to help Figlia build a collection for the international market.
"Our corporate culture may be embodied with the message being imparted by Dr. Spencer Johnson through his book Who Moved My Cheese? Change is something we must constantly face and enjoy," Mr. Enriquez.
http://www.accessmylibrary.com/coms2/summary_0286-24154757_ITM
Saturday, July 21, 2007
Joey Enriquez...
Joey Enriquez was born fourth of seven children on May 1, 1960 to shoemaker father Ceferino Roxas Enriquez and housewife/uppermaker Gloria Victorino who started their shoe factory in 1955 the year elder bother, Reynaldo was born. It was a flourishing business from childhood pictures and memories customers line up at the Marikina factory along JP Rizal to have their shoes made.
In 1986, Joey started his own business under the label "Ceferino et Figli" or Ceferino and children in Latin. Later his label will transform into shorter "Figlia" or daughter as his footwear collection are exclusively for ladies. Joey would take time off to study shoe design course at Parson's School of Design in New York City and in 1998 become partners with Celine Marketing Corp.'s Mr. Chan Kok Bin and Vicky Chan with the company Charter International, Inc.
Figlia is available in all SM shoemart department stores nationwide. Other brands now are M.Nicole by Figlia, leather line Figliarina shoes and bags and Shūbizz teens active footwear with boutiques at The Shops Greenhills, Shangri-La Edsa Mall, SM Southmall and SM Fairview.
In 1986, Joey started his own business under the label "Ceferino et Figli" or Ceferino and children in Latin. Later his label will transform into shorter "Figlia" or daughter as his footwear collection are exclusively for ladies. Joey would take time off to study shoe design course at Parson's School of Design in New York City and in 1998 become partners with Celine Marketing Corp.'s Mr. Chan Kok Bin and Vicky Chan with the company Charter International, Inc.
Figlia is available in all SM shoemart department stores nationwide. Other brands now are M.Nicole by Figlia, leather line Figliarina shoes and bags and Shūbizz teens active footwear with boutiques at The Shops Greenhills, Shangri-La Edsa Mall, SM Southmall and SM Fairview.
Wednesday, July 18, 2007
jvestudio
This is my personal blog site....
I am Joey Enriquez, son of shoemaker parents Ceferino and Gloria Enriquez. Fourth of seven children am now the only one continuing my parent's legacy. The shoe factory was my playground. My uncles and aunts helped my parents establish Meg's shoe factory along Jose P. Rizal St. in a small town of Marikina in 1955.
I am Joey Enriquez, son of shoemaker parents Ceferino and Gloria Enriquez. Fourth of seven children am now the only one continuing my parent's legacy. The shoe factory was my playground. My uncles and aunts helped my parents establish Meg's shoe factory along Jose P. Rizal St. in a small town of Marikina in 1955.
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