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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| 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.
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| THE HEROES ARE BACK, Print Ad, 1984 |
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.
Cinderella FB Page: https://www.facebook.com/pg/mycinderella.ph/photos/?ref=page_internal
Cinderella Reborn: https://lifestyle.inquirer.net/130491/cinderella-reborn/
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