Leaders of Luxury: Marilou Peña-Koa

I’ve been in the luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary business for the past 32 years. Back in 1993, there were very few luxury brands in Makati. Currently, there are so many competing brands that it has become much tougher for me to acquire appropriate retail space and maintain brand loyalty.

I look at brands that will attract the same kind of customer base as the brands we are already managing. When I decide to work with new ones, I consider heritage brands that have been around for decades and those that have a clearer understanding of who their market is and what they stand for. I’m wary about taking on luxuryLuxuryA lifestyle defined by exceptional quality, craftsmanship, exclusivity, and sophistication, encompassing the finest products, services, and experiences that represent the highest standards of refinement and excellence.Go to Luxury Glossary heritage brands that are stuck in their old ways and their old styles, so it’s also important for me to know how that brand can still evolve and move forward.

I prefer brands that can cater to a wider age range, so that I can capture a wider market share. Over time, I’ve realized that as my clients grow older, it’s imperative for me to continue to look for new brands that can be more suitable for their lifestyle. At the same time, I feel that I have to capture the younger ones, the up-and-coming market.

Like all other distributors in the country, my existing brand principals don’t mind that I work with other brands, as long as I give all of them equal attention. They are like my kids because they all want my commitment. I believe it is very important for them to see that I value our relationship. I have to make sure that my loyalty to them is within the bounds of our mutual interest. For example, whenever I communicate with them, I make sure that they always feel my trust and commitment to their brand.

I openly communicate with our brand principals. I do not mind a thinking-out-of-the box approach. Whenever they need me to push for certain things, I tend to be accommodating, always thinking that eventually I will be able to learn something new. Whenever they have an idea, I am never too quick to reject it.

I am very transparent with them. Whenever I get a customer complaint, I let the brand know. That way, it is mutually beneficial. They get an opportunity to improve their product and, in turn, enhance customer satisfaction and loyalty.

Every so often, I hold in-store events for our VIP clients. This is the perfect venue for me to present our new collection or specialty pieces. The brands support me by sending over their representatives to oversee and coach my local sales team. This gives my customers a sense of confidence, seeing the principals are assisting them with whatever they need.

I try my best to give our clients service that exceeds their normal expectations. Ever since I started, I’ve always had a tailor focused on altering the clothing to make sure it fits well. This is very important. Whether they buy one piece, two pieces, or even ten pieces, I treat them all equally. My staff members understand that service is very important and being nice to customers is expected of them.

If something isn’t a good fit for my customer, my staff will honestly say, “Sorry, ma’am, it doesn’t fit you, maybe we can try something else.” They won’t tell them it’s nice just to make a sale. I want to be honest with my customers so I can earn their lifetime business. I tell them the truth because that is also how I want to be treated. I want them to represent my brands well by giving them well-fitting clothing.

The collections are pretty much the same, price and style-wise, as elsewhere in Asia. From experience, customers prefer shopping in Manila because they want to be given a lot of attention and be doted upon by my staff. I am focused on giving the best service for my clientele and fostering a conducive buying atmosphere where they can feel very comfortable and find what suits them best.

As told to Yvette Fernandez. Photos by Joseph Pascual