November 15, 2024 | 12:00am
There’s really no difference between Manila and Cebu shoppers,” says Anton Huang, president of Stores Specialists Inc. (SSI), the company responsible for bringing the world’s top luxury brands to the Philippines. “Cebuano customers know exactly what they want. They’re well-traveled and well-informed on the latest collections and top global brands, so it’s about making these accessible in Cebu.”
And — finally — the Cebuano shopper is getting the luxury shopping experience they deserve. It had to be at The Mall at NuStar, the first luxury shopping center outside the metro. “It was a matter of timing,” Huang explains. “We were waiting for the right venue, and NuStar provided that.”
The Mall at NuStar, strategically located in Cebu, is poised to become a potential gateway to the Visayas and Mindanao regions. Its four-level shopping center now caters to Cebuano shoppers who, as Huang points out, “enjoy going out, visiting stores, and experiencing products firsthand.”
Unlike Manila’s luxury market, partly fueled by tourists from places like China and South Korea, Cebu’s high-end retail scene is rooted in the local community. This distinction reflects Central Visayas’ growth as the fastest-expanding regional economy in the Philippines, with a 7.3 percent growth rate in 2023, positioning Cebu as a rising hub connected globally through its international airport.
To prepare for this opening, Huang’s biggest strength is his team: “They underwent specialized training incorporating the Rustans brand of customer service.”
This means knowing how today’s shoppers have evolved and meeting their needs. “They shop in multiple ways,” Huang describes. “They like to browse and research online, see products on others, and then come to the store to make their final choices. By the time they arrive, they know exactly what they want — it’s our job to fulfill those needs in-store.”
Elevating the in-person shopping experience also includes being one of the first worldwide to adopt the latest global store designs; some neighboring APAC countries haven’t even been upgraded yet. Cebuanos who once traveled to Manila seasonally for SSI’s collections at Greenbelt — often turning the shopping trip into a mini-vacation with luxury dining — can now enjoy the same experience in Cebu. After shopping, they can dine at Hong Kong favorite Mott 32’s Cebu branch or the Fili Cafe buffet at Fili Hotel, recently named the country’s best buffet.
Early this week, the country’s most stylish from Manila and Cebu were all in The Mall to check out the newest stores in town. Here are their favorites.
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The Mall at NuStar Resort and Casino is located at Kawit Island, South Road Properties, Cebu.
The country’s most luxurious Loewe store
True to creative director J.W. Anderson’s exacting vision for the Spanish fashion house, all Loewe’s stores are designed in the context it is in. The Mall at Nustar’s all-over marble flooring and chandelier lighting influences the store’s stone and marble interiors, furnished with seating and carpets from the Casa Loewe line and lighting by Japanese master Noguchi. To match the Cebuano’s social lifestyle, the selection of products is decidedly more cocktail, more occasionwear, from the ready-to-wear to the accessories.
A subdued elegance at Versace
Versace, once synonymous with high-octane glamor and extravagance, is evolving its identity to reflect a more refined, understated, yet unmistakably Italian elegance. The brand is moving towards more structured and classic silhouettes while maintaining its signature DNA, notably the iconic Medusa motif. This shift is also evident in the newly designed store. Versace’s signature use of yellow gold is cooled by slate blue and grey — from the velvet and suede seating and carpets to the marble walls. Additionally, Versace is placing a larger emphasis on menswear, recognizing men as a key customer base in this store. The expanded menswear section highlights statement jackets and casual footwear.
Uniquely Kenzo by design
Kenzo has been veering away from its luxury brand positioning and towards a focus on strong fashion design with creative director Nigo at the helm, resulting in a ready-to-wear line that elevates leisurewear essentials like denim, hoodies and shirts, and sneakers that modern jetsetters love. A striking red anchors the center of the store, dividing menswear and womenswear offerings while also showcasing key pieces for the season (this time, it’s pieces with the Lucky Tiger) showcasing the fluidity of gender codes for the brand and its clientele. Inspect the details and you will be delighted to recognize the emblematic Kenzo Boke flower (a Japanese quince bush and an anchor in the brand’s DNA from clothing design to fragrance) is present not only in the store’s best-sellers but also as details that hold knobs of racks and shelving together. Expect a more laidback selection to match the tropical lifestyle of the region, including runway pieces from the biannual collections.
A return to classic Givenchy
With British designer Sarah Burton now at the helm of Givenchy as creative director, her vision to bring back the maison’s DNA of ladylike sophistication and elegance as it was founded by Hubert de Givenchy is seen in action at the new The Mall at Nustar store. Givenchy’s sepia and umber tiger print, spotted in his outerwear creations and even personal furnishings from the archives, is now back as the focal point in the store’s design, the upholstery lending a timeless glamour and warmth to the brutalist graphite and chrome interiors. It’s also a look into the collections to come.
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