Jeff Bascon, brand director, Oxygen and For Me
For Oxygen, the plan has always been to be a brand for people with a strong sense of style. The year 2012 was an amazing one for Oxygen and we definitely intend to capitalize on sustainable growth for the brand.
With a global mindset, the new store design concept that was introduced to several stores like Trinoma, Shangri-La, and more last year will be applied to even more stores this 2013 through renovations and opening of new sites. As always, more than marketing, we really just want our products to speak for themselves.
This year, it’s about having that confidence that whatever we offer to our market has been well-researched, thought out and tweaked to what our market needs. This means that fashion trends in our stores will be on point. Oxygen is fashion dictation.
For Me will boast of a younger, more stylish and fashionable brand for women in 2012. It’s all about making sure that the lifestyle the brand is associated with reflects a modern take on femininity and boldness. Brand ambassador, TV personality and entrepreneur Patti Grandidge is a perfect example of this.
Last year, a very clean and sophisticated new store design concept was introduced in the likes of Megamall, Trinoma, and the flagship store in Shangri-La. This 2013, the new design concept will be visible in more stores.
And more importantly, it’s all about going beyond demographics. It’s more about focusing on psycho- graphics. As long as you have the desire to feel stylish and confident, this brand is for you. So, expect to see a younger and fresher For Me this 2013.