Consumers have become increasingly conscious of their impact
on the environment. This shift is particularly evident in the fashion industry, where consumers
increasingly seek sustainably produced and ethically sourced products.
Home-grown Filipino shoe brand, Triloueva, offers trendy and comfortable
footwear crafted from materials like vegan leather, locally sourced fabric, and
exquisite wooden heels.
Triloueva, a portmanteau of its founder's name, TRIna
LOUisse EVAngelista, began its journey in 2014 with a minimal capital of only
PHP5,000. Trina was determined to start a business that would solve her
personal struggle: the quest for the perfect footwear for her size 10 feet
without breaking the bank or compromising on style.
Sole Searching
Trina is very hands-on when it comes to managing all aspects
of her business—from design and branding to advertising her products on social
media and burning the midnight oil packing orders for delivery to customers.
She also faced the challenges of sourcing suppliers willing to accommodate
small orders while maintaining stringent quality standards. This led to her
collaboration with the skilled artisans of Marikina, a city known best for the
craft of shoemaking. Operating solely with the support of her immediate family,
Trina launched her own online footwear business, attracting young professionals
seeking a blend of sustainable and affordable work and business casual shoes.
Her marketing strategy artfully straddled the line, presenting Triloueva shoes
as luxurious yet reasonably priced.
The Triloeuva
Trademark
What distinguishes Triloueva from other footwear brands is
that Trina embodies the customer mindset herself. “I personally test each and
every product to make sure I am satisfied enough for them to go into mass
production,” Trina proudly shared. “My regular clients are a crucial part of my
brand. I am always all ears for any input they have on my products. I even
adapt some of their names for various shoe styles. By doing this, I want them
to feel that they are a significant part of the brand, which then leads to
their continuous support for Triloueva.”
The average lifecycle for Triloueva shoes is 3 to 5 years, a
testament to the quintessential craftsmanship of the artisans Trina
collaborates with. The brand gained popularity over time thanks to its
top-notch quality and fresh designs.
When the pandemic hit, the brand skyrocketed in popularity
as Filipino celebrities and influencers rallied behind local labels like
Triloueva. Today, Triloueva products are not just sold online but are also
available at major shopping malls in Manila and Alabang.
Going Global
With the ascent of Triloueva's popularity, they started
receiving orders from abroad. This made Trina realize the importance of
collaborating with a reliable logistics provider that would prove vital to the
success of her company’s operations. “For the past years, I’ve received
requests from customers asking me to ship abroad but I had a hard time figuring
out the logistics of doing it. When I turned to FedEx for support, I was
pleasantly surprised how they were able to activate my corporate account within
24 hours. Since then, FedEx has helped elevate my brand to the next level by
opening up more opportunities to ship our products to customers worldwide with
utmost convenience,” Trina said.
As a strong supporter of small and medium-sized businesses
(SMEs) in the Philippines, FedEx takes pride in offering a robust platform for
local entrepreneurs to venture into international markets. With a vast network
serving over 220 countries and territories, FedEx empowers SMEs like Triloueva
to amplify their global presence. Trina lauds FedEx for its convenient booking,
pickup, tracking, and payment processes. “Since I am constantly juggling time
between my side hustle and a day job, the convenience and flexibility of using
FedEx services has provided great relief for me when needed to manage tedious
tasks, giving me more time to focus on my work and business,” added Trina.
The Future of Fashion
Having built a solid name in the fashion world, Trina is
even more motivated to expand her business beyond shoes. She envisions a
boutique featuring diverse accessories and apparel and dreams of innovating
Triloueva’s product line, contemplating the inclusion of unique heel designs
through international collaborations with renowned fashion designers. Moreover,
Trina is determined to expand her brand’s e-commerce presence and eventually
conquer the Asian market.
For aspiring entrepreneurs, Trina’s advice is, “Do not force
yourself to keep up with trends.” Amidst competitors shifting their
manufacturing hubs for quick sales, she champions quality over fleeting trends.
Discover more inspiring stories from entrepreneurs across
Asia Pacific and how FedEx supports SMEs at FedEx Business Insights.
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