Pinoy brands go global with international celebrity endorsers

Filipinos love glamour. Because of this, our entertainment industry thrives and advertisers vie for the most bankable local movie stars to represent their clients. Competition is especially tight in the apparel industry. Provocative billboards and extravagant fashion shows are necessary to generate hype about the brand more than the merchandise. Highly anticipated (whether you wear these brands or not), these bold moves often determine which of these local fashion labels has the upper hand.

But when these brands have made an indelible mark in our own shores, the only logical way to grow is to go global. As a result, they have set up several branches around the world and recently employed international celebrities as their endorsers, making the competition tougher than ever. Take for example Kamiseta, Penshoppe, and Bench that have recently generated buzz through their partnerships.

Katie for Kamiseta

Katie Holmes was endearing as Joey Potter in the 90s TV series Dawson’s Creek. She was the all-American, girl-next-door type whom many loved for her casually cool demeanor. Even after being married to the handsome actor Tom Cruise and becoming mother to Suri, Katie, 32, maintained her youthfulness that speaks effortless style.

No wonder that last February, she joined the likes of Alicia Silverstone, Natalie Portman, Petra Nemcova, Kate Hudson, and Natalia Vodianova as the new Kamiseta Girl. The fashion brand prides itself with its “cool casual classics” that a style icon like Katie Holmes would best represent. Kamiseta president Gonzalo Roque III emphasized that she was fit for the role precisely for her personality and style.

While others thought that the move was questionable and the photos were for a “cheesy catalogue”, many Filipinos responded well to the new face of Kamiseta. However, it did not create as much uproar because Katie Holmes is low-key, and she did not have too many projects that put her on the radar often. But her modest character is the same quality that Kamiseta was looking for in an endorser. It did make an impression but not as big an impact like others who went another mile to promote their brands.

“You know you love me.”

The controversial TV series Gossip Girl has women of every age swooning over its male cast. In the show, Ed Westwick plays Chuck Bass, a wealthy bad boy with a hedonistic lifestyle. His character’s style is smart and preppy, but off camera, Ed prefers his plaid button-downs and V-neck shirts.

Ed Westwick at LAX airport

Penshoppe had been tacitly considered as the second best version of its competitor Bench. However, brand director Alex Mendoza shared that they wanted to send the message that “what is originally Philippine made can also be worn proudly by a worldwide icon as well as people around the world.”

Indeed, the English actor carried Penshoppe’s denim and knitwear collection very well because his personal style does not differ far from the brand’s design philosophy. “I like to think of [my style] as rock and roll with a smarter twist,” Ed revealed in an interview by Leah Puyat for Metro Society magazine.

But what made this collaboration more remarkable was that Ed Westwick came to Manila for the photo shoot and press conference. Although others did not like the tight security required at the venue for his interview, many of the guests just felt “kilig” to be in his presence. In the same interview by Leah Puyat, Ed showed his personality, opposite that of his famous onscreen character. When asked about his first impressions about Asia, he said, "With what little research I've been doing, you live in paradise, so I'd love to see more of the beaches, and would really love to come back." We are sure that he is more than welcome to do so.

“Bench on Mars”

Shortly after the Ed Westwick craze, rumors spread that actor Taylor Lautner will be the endorser for Penshoppe’s rival Bench. But the reports were shot down as soon as they had started by none other than Penshoppe’s partner PR executive, Joyce Ramirez. The rivalry between brands had intensified, with Bench wanting to fight back against Penshoppe’s recent win.

But the brand made a hit with their chosen endorser, for it is a fact well known that Pinoys love international celebrities with Filipino blood. Filipino-American RnB crooner Bruno Mars is a charismatic man with a distinctive laidback style. He is perfect to represent Bench because people from various statures are familiar with him.

Style-wise, he and the brand are a good fit. Bench is all about casual basics, to which Bruno responds well. “I think if you keep it classic and put your own little flair to it, it makes it special,” he said. He also expressed that he liked the clothes and that Bench represents him in a good light. True enough, he wore a Bench jacket for the 2011 MTV Video Music Awards promo shoot.

Bench made the perfect choice of endorser and was able to promote it to a great degree. Their market relates the most to their choice of endorser, thanks to his heritage. “It’s a spiritual feeling, you know. This is my roots. The fact that we had sold-out shows [in the Philippines] was just beautiful,” Bruno Mars said.

Such partnerships position these homegrown fashion labels in a global perspective. Not only will the brands make their mark here in the country, but they will also pique the interests of these celebrities’ fans worldwide. The possibility that sales abroad will soar is high, given that the price range of the products is considerably affordable than most retailers produce. But we do hope that in investing in these endorsement deals, they do not compromise the quality of their merchandise, whose sales ultimately determine their brands’ success.

Photos were screencapped from PhilSTAR.com, Chuvaness.com, SocialiteLife.com, and Penshoppe.com. Some rights reserved.

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