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Josie Natori on PH fashion: 'There is a great market here'

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Jenica Chuahiock, Metro Magazine

<div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/life/06/09/natori-1.jpg"/><figcaption><div class="embed-desc">Josie Natori at the 40th anniversary celebration of her company. <cite>Handout photo</cite></div></figcaption></figure></div><p>MANILA -- Late in May, Josie Natori celebrated her namesake company’s 40th anniversary, a milestone that solidified its reputation as an international fashion success. </p><p>The Natori Company, which started in 1977 as a lingerie business, has evolved into a luxury brand encompassing intimate wear, couture, accessories, and home furnishings, consequently making its founder one of the most successful Asian-American immigrants in recent memory. </p><p>As a member of both the Fashion Design Council of the Philippines and the Council of Fashion Designers of America, Natori has a uniquely broad perspective of the local fashion industry, and the challenges it faces today. </p><p>“What I love about [the Philippine fashion industry] is everyone is so passionate, so creative, and wanting to keep moving and succeeding,” says Natori, who regularly comes back to the Philippines. </p><p>Over the years, she has observed the gradual growth, as more and more players are coming into fashion, and now shaped by a “whole slew of young designers.”</p><p>Changes in our ability to produce, and our garment manufacturing industries, are also evolving, with less reliance on labor and more towards skill. </p><p>“If it’s just on pure labor, there’s no way; Philippines cannot compete, [because] other countries are more efficient and cheaper,” says Natori, citing how other countries like Bangladesh, Vietnam and Indonesia, have become the prime sources for fast fashion production. </p><p>“But I feel what [Philippines] can give is a higher content, the design and handwork, more quality, luxury level,” Natori adds. </p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/life/06/09/natori-2.jpg"/><figcaption><div class="embed-desc">The Natori Company has expanded from intimate wear to include accessories, among others. <cite>Handout photo</cite></div></figcaption></figure></div><p>Of this, she is confident. To date, The Natori Company has 50% of its production in the Philippines; and Natori herself reveals that she has items retailing at $800 in the USA made here. Philippine manufacturing certainly has that capability, she reiterates, and those luxury garments are arguably “more competitive than made-in-Italy.” </p><p>The potential in the local fashion industry is undeniable, yet there are challenges to overcome. “The fact of the matter is: The talent is here, the ability is here; [but] the question is, how?” says Natori. </p><p>The biggest hurdle, in her perspective, is the limited sales and distribution systems. Given the restrictive set of department stores, the small selection of boutiques and too much reliance on the made-to-order model, designers and fashion entrepreneurs have to be incredibly resourceful in order to establish themselves. </p><p>Yet, despite the obstacles within the local market, Natori also shares caution on going international too quickly. </p><p>“I say this to all designers, ‘You know, ‘don’t think that you just have to do [your brand] abroad. Here, develop it here [in the Philippines],” says Natori. </p><p>While she does encourage designers to try international trade fairs and conventions, establishing one’s brand into the global market ultimately takes time, a fact she learned herself. </p><p>“You have people who are really hungry to expand beyond here, but there is a great market here!” </p><div class="embed-wrap"><figure data-feedback="fb:likes,fb:comments"><img src="http://sa.kapamilya.com/absnews/abscbnnews/media/2017/life/06/09/natori-3.jpg"/><figcaption><div class="embed-desc">Josie Natori poses with her models after a fashion show. <cite>Handout photo</cite></div></figcaption></figure></div><p>What makes the local market so great? Apart from the talent and capability, Natori ultimately puts importance to the public’s appreciation of local designers, a key factor that breeds opportunity for whoever dares to persevere. “It’s just an investment in time, but I feel there is a great future!” </p><p>Although she spends most of her time in the US these days, Natori has never detached from her Filipino roots, owing her entrepreneurial spirit to her matriarchal, childhood home in Manila. In 1988, then president Corazon Aquino presented her with the Galleon Award; and in 2007, under Gloria Macapagal-Arroyo, she was awarded the esteemed Lakandula Award, the highest honor given to citizens for political or civic service. </p><p>“I love my work, but success in fashion is not enough. I want to be able to give something back,” says Natori, who, across nations keeps tabs on the Philippine fashion scene, ready to assist and support prospects as they come. </p>

Josie Natori on PH fashion: 'There is a great market here'

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Josie Natori on PH fashion: 'There is a great market here'

Jenica Chuahiock,

Metro Magazine

Published Jun 09, 2017 01:33 PM PHT

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Metro Magazine

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