Defining a Filipino heritage brand in the digital age
How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive...
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| Format: | text |
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Animo Repository
2015
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| Online Access: | https://animorepository.dlsu.edu.ph/res_cbrd/34 https://animorepository.dlsu.edu.ph/context/res_cbrd/article/1014/viewcontent/cbrd_vol3_num1.pdf |
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| Institution: | De La Salle University |
| Summary: | How does an undefined yet strong heritage human brand compete in this rapidly-evolving, social-media crazed, digital-marketing driven business environment? The fiercely competitive arena of the fashion industry, where artisanal apparel tends to be so quickly commoditized by imitators and aggressive competition from top-of-mind global mass-produced brands, is where Filipina designer Patis Tesoro has been thriving and surviving as a passionate serial entrepreneur for over four decades now. Regarded as The Grand Dame of Philippine Fashion, she has done her fair share in uplifting homegrown arts and crafts by meticulously creating unique pieces of textile, clothing, home decor, and fine art, all of which have been sold worldwide. |
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