(Source: Inside Retail Philippines | 27 June 2016)
UK brand Gola has returned to the Philippines following its disappearance from the local market for a couple of years.
Francisco Elizalde, president of Elro Retail Corp, the Gola Philippines distributor, said this time, the sporting goods and manufacturing brand will target stylish young professionals.
Elizalde said the lifestyle sneaker market is growing, prompting Gola’s re-entry into the country.
“We’re looking more at the generation XYZ as they call it. It’s the ‘cool, hip’ professional. Gola is not a cheap product but it’s not super [expensive] either. We think it’s right at that ‘sweet spot’ a professional between the ages of 24 to 35 will find affordable, because he can probably wear it every day,” Elizalde said.
“The sneaker market is massive, however it’s athletic in nature: the big multinational brands control it – Nike, Adidas, New Balance,” he said, noting that the lifestyle niche is yet to be saturated with competition, hence an opportunity.
Elro Retail also distributes footwear brands such as Ipanema, Rider Sandals and Grendha.
Founded in 1905 in the UK, Gola now has two core collections: the flagship Harrier and the 40 year old Bullet. These collections carry classic, sporty, trendy and edgy looks.
Gola will be available in SM department stores, Landmark, Trinoma and select Bambu stores.