Monday, November 4, 2019

249. Brand Stories: CINDERELLA Specialty Store, 1956-1984 Print Ads

CINDERELLA LOGO, 1956 to present

The premium fashion specialty store CINDERELLA was started some 70 years ago by an enterprising Kapampangan mother, Mrs.Florencia Guanzon Coronel, who began dressing up her daughter, Therese, with smart fashionable clothes she created herself. An expert dressmaker, her baby clothes and dresses were noteworthy for their intricate sewing and sophisticated design, that soon, she was being asked by friends to design  their children’s wardrobe. This led the enterprising Mrs. Coronel to start her small business of supplying department stores with her stylish children’s dresses.

Early 1956 CINDERELLA Strip Ad
Together with her husband, Eduardo Coronel, they registered their business under the name CINDERELLA Children’s Dresses and opened an office at Rizal Avenue Ext., in Caloocan. CINDERELLA became known for their varity of fashions, churning out shorts, cotton casuals, pedal pushers, pajamas, coats and party dresses. It even produced boys’ suits and sport shirts.
CINDERELLA Children's Dresses, 1974
To their surprise, their homegrown business flourished through the 60s and by the 70s, CINDERELLA had stores in Makati, Harrison Plaza, Cubao, Quezon City, Caloocan  and Greenhills. It quickly earned a reputation as an innovative fashion-forward store, especially when it began bringing reputable foreign brands while championing top local talents.
CINDERELLA Ali Mall store opening ad, 1980
Things became more exciting in 1984 when Cinderella Marketing Corporation was put up to push the CINDERELLA stores and their lifestyle products, that included children’s wear, men and women’s wear, plus fashion accessories, shoes and gift items. CINDERELLA was known for carrying foreign labels such as Esprit, Clarks, British India, OshKosh B’ Gosh, NafNaf  among others. 

CINDERELLA Seventeen Line, 1984
Under the helm of Therese Coronel-Santos, CINDERELLA had transformed into a one-stop shopping place where one can find both the best in private labels and local designer brands in its  189 stores and affiliate stores nationwide.
THE HEROES ARE BACK! Men's Line, 1984
The advent of new giant malls, and the arrival of new global players that began in the new millennium impacted the growth of CINDERELLA, slowing it down, almost to a standstill. 

Led by Arthur Coronel, CEO of Cinderella, the retail chain tapped Redgoodss Design Integrity Ltd.  of Hong Kong to redesign the stores in 2013, beginning with its Alabang Town Center branch. CINDERELLA continues to assert its role in the evolution of Philippine’s fashion history as it responds to the imperatives of change in the market and consumer tastes.


No comments:

Post a Comment