Red Logo Lifestyle, Inc., the direct selling company backed by Golden ABC, Inc., formally launched its newest brand Hush in a fashion show celebrating its first year of operations last March 26. Hush, an intimate apparel line, becomes available this April, initially in 11 styles.

"In this business, we know that women would like to look sexy and sophisticated, that's the positioning that we have for Hush. We do believe that there's a big market for this. You'll find that our styles are also very hip, very trendy, the colors are there, the fabric is beautiful, and even the workmanship is great. It can likewise be a very good source of customer satisfaction when it comes to product quality," Ricky Sy, Red Logo president and chief operating officer, told reporters post-show.

The underwear is designed by in-house designers and partly manufactured in Indonesia. The fabrics are a combination of stretch satin, "power-net" or mesh, stretch brocade lace, micro spandex and cotton. The non-wire, light-padded T-shirt bras fall under everyday or "basic" underwear, whereas the cleavage-enhancing brassieres with underwire and removable pads are worn for nights out and special occasions and labeled "fashion" underwear.

Styles range from sweet to standard serviceable to sexy, and each style is available in different colors for variety's sake. And true to Red Logo's "style without splurging mantra," brassieres are under P500 and panties under P150 on average; the most expensive item is a slip tagged P999.

"If you look at the heritage of Red Logo, coming from ABC, it is really more of fashion apparel, outerwear. We have to start from there. Golden ABC being a fashion retailer, we have to capitalize on the strength, to launch Red Logo. From there, we'll start bringing in other products that would help us reach more customers and help build business for our dealers," said Mr. Sy.

Red Logo is targeted to a cross-section of customers in the working class BCD market range. Products are diversified by function and age. Fuel is a casual apparel brand for the 18-25 age bracket, whereas Agenda is casual corporate wear and Truth "casual luxe" apparel for the 25-35 age bracket.

The endorser for Red Logo is Donita Rose Cavett Villarama, chosen because, according to Mr. Sy, "she has that sophistication and yet she can level down to our market."

Judging from the looks on the runway, Fuel tends to go for trendy kitsch, Agenda is fairly basic, whereas Truth is perfect for young mothers on a budget and undergoing the physical changes wrought by motherhood; there's a nod to trends while providing clothes that in Mr. Sy's words, would "hide the flaws of your body... some of them can move to the plus-size."

Sales, reportedly, were 20% over target the first year, and 2009 is expected to be as successful, particularly as Red Logo is looking into traditional means of advertising its wares, perhaps billboards and print media, other than its "magalogue" (a magazine catalogue sold for P60 as the initial investment for the first-time dealer). Dealers are encouraged to extend their networks where they may, outside of the Philippines if they so wish. They also have, at their disposal, a sales facility where stock availability and reservations can be made via SMS when on a sales call.

Pre-show, Golden ABC, Inc. Chief Executive Officer Bernie Lim underscored that growth opportunities can be found during difficult times, using the brands of the company as example and pointing out that Red Logo itself was founded at a time when food and fuel prices were fluctuating and economies were hit by repercussions from the subprime crisis, yet the sales force grew and the products expanded. Key growth points for 2009 would be new branches, new product lines and new technologies.

Soon, Red Logo intends to put up an online portal (currently under testing) where customers can transact directly. But what really makes the Red Logo model work is the personal attention given to customers.

"There is what you call privacy, and of course the personal service of the dealers to their customers and you want to try one size or everything, at times you want to do that in the privacy of your home or the privacy of the work offices, the servicing being given by the dealers to their customers," said Mr. Sy.

Currently, there are four Red Logo office branches: Sherwood Place in Taft Ave., Manila; Starmall in Shaw Blvd. and Alabang; and Waltermart North EDSA. Two new branches in Lipa City and Cebu City are expected to open in May, with a view to locating branches somewhere in North Luzon and Mindanao afterwards. Since its inception in April 2008, the company has registered 600 business directors and network managers and 20,000 dealers, mostly young professionals and students.

For more information, visit http://www.redlogo.tk/ or www.redlogodirectselling.com or call (032)516.6194 / 0922.6236123 / 0918.9236123. - Samuel O. Lao, Red Logo Executive Business Director.