Thursday, April 22, 2004

Plains & Prints: Fashion beyond fads

By Lynda C. Corpuz

CLOTHES that will transcend fads. Fashionable but not too trendy.
Casual but quality chic.

These are the qualities that couple Ericsson and Roxanne Ang-
Farillas envisioned for the women’s apparel brand that they
established 10 years ago. And the formula succeeded, that after 10
years their brainchild steadily expanded to 27 branches all over the
country. From a 10 square-meter stall in Shoppesville, Greenhills,
Plains and Prints has earned a following from women who prefer
stylish yet sensible everyday fashion.
Gretchen Barretto
wears Plains and Prints
It was in 1994 that Plains & Prints joined the fashion retail industry.
Ericsson and Roxanne, both in college at that time, found the business profitable and
decided to open another stall in the same area. In 1996, another Plains and Prints station
was put up in Greenbelt, Makati City.

More recently, the brand opened its 22nd mall branch at SM Megamall (27th in total
number of outlets), with no less than Plains & Prints image model, film actress and TV
host Gretchen Barretto gracing the store blessing and the fashion show held at the mall’s
activity area.

The fashion show was held simultaneous with the store opening for three reasons. Plains
and Prints marketing consultant Jenny Gonzales said they aim to strengthen the brand’s
image as a reasonably-priced women’s apparel with discriminating fashion sense.
Another reason is for the brand followers to see the Plains and Prints endorser up close.
The third reason is “to thank our patrons,” Gonzales said.

Joining Barretto in the fashion show were the finalists of Dream Girl 2004, who
displayed the brand’s latest summer collection. Pastel colors such as baby blue and pink
of various tones were mixed and matched with the classic neutral colors that Plains and
Prints has been long known for—black, brown, khaki, red shades that fit well with the
brand’s collection of shirts, blouses, skirts and jackets.

The designs speak well of the brand’s unique market, which mainly consists of college
students, young mothers, and corporate executives in their early 20s to early 30s, or even
up to 40s who prefer office wear that can be worn in casual evening gatherings.
Plains and Prints prides itself in offering a limited number of their latest designs to
maintain their customers’ individuality. The latest summer designs also adhere to strict
quality standards. Clothing from Plaints and Prints are guaranteed to last long, says
Gonzales, since they are protected from shrinkage. Colors will also not fade quickly as
the brand has its own dyeing system.

Plains and Prints also ventured into accessories, bags and underwear. The latest addition
to its continuously growing fashion line is the Eve Mood Fragrances. It offers the sensual
and lingering Indulge scent with notes of green leaf, magnolia, sandalwood and vanilla;
and Magical, which has sweet and sparkling notes of apple, grapefruit and Lily of the
Valley. Other scents include Captivating Eve, Desirable Eve, Joyful Eve, Mystical Eve
and Sensual Eve.

Plains and Prints also recently launched its Perks and Privilege Mobile Club card for its
clients to avail of the brand’s latest promos and receive updates on its new products.
Those interested may join by keying in PnP REG <complete name, /complete
address/city/gender(M or F)/birth date(MMDDYY)> and send to 2966 for Globe and
Touch Mobile and 3996 for Smart, Talk N’ Text and Addict Mobile subscribers. Show the
reply message to any participating P&P outlet to claim and activate the membership card.

Corpuz, Lynda C. (April 22, 2004). Plains & Prints: Fashion beyond fads. The Manila
Times. Retrieved August 8, 2005 from the World Wide Web:
http://www.manilatimes.net/national/2004/apr/22/yehey/life/20040422lif1.html