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BSBA – Marketing Management 4
Chapter Output in Retail Management
Dr. Jonnicko Campaner

1. What is your favorite retailer? Why do you like this retailer? What would a
competitive retailer have to do to get your patronage?

In the fashion industry, my favorite retailer is Penshoppe. In whatever

major malls I go to, I always visit Penshoppe.

I like this retailer because when I had my hair cut like a boy, I always buy
polo t-shirts and shorts from this retailer because I feel comfortable wearing their
clothes even if some of their clothes can be a little bit pricey, for me, it’s worth it. I
also like wearing their brand. I just like telling people that I wear Penshoppe;
their logo is usually placed at the upper right side of the chest.

They have my patronage because of the stylish and in trend clothes that
they offer especially to the new generation. I always visit their store especially the
store at SM Seaside; I like how they design and display their products in a unique
way, I like their international models like Kylie Jenner, Gigi Hadid, Cara
Delevingne, Mario Maurer, Lucky Blue Smith, etc. and I like that they always play
the music that seems to be on my Spotify playlist.

2. Check the company’s website. Find out how the company started and how it has
changed over time.

Established in 1986, starting as a clothing shop it Cebu, Penshoppe is a

pioneer in the fashion retail industry and is the multi-awarded flagship brand of
Golden ABC. Over the years, Penshoppe has evolved into a lifestyle brand
offering a wide variety of merchandise. Today, it is a casual wear brand that is
admired for making on-trend apparel & accessories accessible to a broad market
with affordable price points, not only in the Philippines but also overseas.

Bernie Liu, the chief executive of Penshoppe’s parent company Golden ABC,
began his journey to success after graduating architectural studies in Cebu. But
despite being a licensed architect, he took on a different path by starting
Penshoppe with a group of friends.

“I’m proud to say that we can be, if not better, at least as good as the foreign
brands in terms of product offering, affordability, and costumer experience,” said
Liu.