In times of difficulty, consumers count their blessings—and count what’s in their closet. Somehow, that old thing can be made new again.
Mr. Quickie, the Philippines’ pioneer in shoe repair, is heavily advertising franchise ownership in commuter-friendly channels like the MRT train radio or PA system, touting the franchises as “recession proof.” And a growing number of small businesses in Manila are offering clothes repair and renewal. Carol, a consumer who is a heavy user of the Alterations Plus retailer, says that adding an updated collar or cool button to a beloved old jacket or dress “makes me feel I have bought a new wardrobe!”
It’s not only during a recession that repair brands here enjoy heavy business. Filipinos, being thrifty and resourceful, have natural times of the year when this mind-set peaks—graduation season in March and pre-holidays in November find long lines at these stores.
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