Fashion at The SM Store: Made by women for women

THIS Women's Month, we put the spotlight on The SM Store's homegrown brands for women in celebration of their many roles. Whether she is a home manager, a career woman, an entrepreneur, a caregiver, a mom – The SM Store's got it all for you.

“Each brand represents different lifestyles and personalities,” The SM Store Vice President for Women's Wear Christine Cang-Sapnu said.

The SM Store is home to local brands that cater to the different lifestyles of women and their many roles.

The SM Store is home to local brands that cater to the different lifestyles of women and their many roles.

Among these homegrown brands is the iconic Parisian, known for quality and affordable bags, flats, slip-ons, and heels.

SM Woman is a go-to brand for the latest fashionable ladies' apparel – from simple to fancy office wear, casual to formal wear, active to lounge wear.

The SM Store also has Coco Cabaña for the “always summer” wardrobe, Gigi Amore for the comfortable and stylish innerwear, GTW Urban for the trendy casual street wear, Prima for classic and polished pieces, and Baleno for everyday go-to essentials.

For bags and shoes, women can get their errands done with ease by wearing Solemate or Kicks rubber shoes, paired with tote bags or office-appropriate hand bags from Grab.

“We respond to the evolving needs of women by making our pieces relevant to the times. This allows them to wear functional fashion while being creative and expressive,” Vice President for Shoes and Bags Joyce Salvacion explained.

Behind every fashion piece are women. “At The SM Store, it is mostly women who develop the merchandise, promote the collection, and provide high-touch interaction with our shoppers,” Cang-Sapnu said.

Eighty percent of The SM Store's partner entrepreneurs are operated and owned by women.

Women leaders at The SM Store’s headquarters: (from left) Vice President for Shoes and Bags Joyce Salvacion, The SM Store President Chelo Monasterio and Vice President for Women’s Wear Christine Cang-Sapnu

Women leaders at The SM Store’s headquarters: (from left) Vice President for Shoes and Bags Joyce Salvacion, The SM Store President Chelo Monasterio and Vice President for Women’s Wear Christine Cang-Sapnu

Fashion for women led by women

The SM Store is a company led by women. At its helm is Chelo Monasterio, The SM Store President.

“Women make up 63 percent of our employees. Majority of our senior management and middle management are occupied by women. We create an environment for women to grow their careers and maximize their potential,” Monasterio shared.

SM was given the Gender Equality Award by Bloomberg in 2020 and 2021, recognizing the company's strong support for women. It is also a signatory of the UN Women's Empowerment Principles, signifying the company's commitment to the gender equality dimensions of the 2030 agenda and the United Nations Sustainable Development Goals.

Women leaders at The SM Store’s frontlines: (from left) The SM Store Makati Branch Manager Kathleen Cruz, The SM Store Aura Customer Services Supervisor Bianca Ambrosio and The SM Store Southmall Customer Services Manager Maricel Panganiban

Women leaders at The SM Store’s frontlines: (from left) The SM Store Makati Branch Manager Kathleen Cruz, The SM Store Aura Customer Services Supervisor Bianca Ambrosio and The SM Store Southmall Customer Services Manager Maricel Panganiban

Women at the frontlines

“From the headquarters to the frontlines, The SM Store is supported by women who make the daily operations smooth, efficient, and safe for everyone,” The SM Store President said.

For Bianca Ambrosio of The SM Store Aura, leadership means paying it forward.

“My journey with SM has taught me to pass on the mentorship I received from my women bosses and be a nurturing leader to the team that I lead,” she said.

Maricel Panganiban, customer services manager at The SM Store Southmall, said that the management makes sure that the voices of the staff are heard and recognized.

“No one should be left behind,” she added.

For Kathleen Cruz, branch manager of The SM Store Makati, leading a team of one of the busiest branches of the largest retail chain in the country can be challenging but fulfilling.

“My daily mission is to keep our staff motivated, unified and focused on our goal of providing excellent service to our customers,” Cruz related.

“Through The SM Store's products, services and values we stand for, we want women from all walks of life to know that they have an ally in us. Women have navigated and embraced change through their exceptional skills, compassion, and mindfulness to reach their goals. It's only apt to celebrate them not just this March but all throughout the year,” Cang-Sapnu concluded.

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