right fit can make a whole world of a difference, and there is nothing that
quite fits than to work on a passion that you allow to grow. Fashion lover Miel
Villamor has found just that as she founded Fifth Rack Lifestyle and Concept
best finds from up-and-coming fashion brands, giving them to unique,
one-of-a-kind pieces that can’t be found in malls or other retail stores.
Located at 141 Katipunan Ave, White
Plains, Quezon City, the store has been the go-to location for fashionistas
in the South for fashion items from rising local brands and designers.
unique apparel for men and women, but also items for kids, home items, and
beauty products,” says Villamor. “We want to establish the image that we have
something for everyone, from young professionals, to teens, to even moms and
lies in putting together and different fashion brands all under one roof. This
means that customers can get a taste of different designers and brands without
having to hop from shop to shop.
the first curated fashion and lifestyle concept store with mostly high-quality
local brands and designers in one roof,” Villamor adds.
arrangement benefit shoppers looking for something unique, but also the brands
themselves by providing them space to showcase their products.
goals of the store is to help start-up brands grow whether it is though sales,
awareness or opportunity,” she says. “We aim to help these brands gain more
awareness by having them showcase their products at the store so they can reach
a bigger market.
describes the store as a sort of training ground for start-up brands and
designers to get their first taste of having a shop. A whole slot at Fifth Rack
costs P8,000.00 a month. Meanwhile, a half slot costs P4,500.00 per month.
way for brands and designers to get their brand out there and get to know their
market’s taste without the hassle of trying to set up their own shop. For the
amount of money they’ll be paying, they can have their own signage and spot at
the store,” she states.
Passion for Fashion
however, Villamor’s first try in the world of retail, before Fifth Rack BF and
Whiteplains, she manages Row 101 Pop-Up Store, which is a curated bazaar of
sorts of different fashion brands and designers that she personally selected.
After realizing that this was a great way to get up-and-coming brands out there
in the market, she decided to put up something more permanent which is Fifth
demand for doing a more permanent store not only from shoppers who wanted this
wide selection of unique items but from the brands themselves because now, they
were able to break into the consciousness of the shoppers. As much as possible,
we really want to promote these brands at a minimal cost,” states Villamor.
admits to not knowing that she’d eventually go into business and was simply
propelled by her love of fashion.
to be in business; it just sort of happened. I always wanted to do something
that was fashion related. I loved fashion, dressing up and putting things
together. So, working with different brands that have their own unique
aesthetic is really interesting,” admits Villamor.
brands in Fifth Rack Whiteplains:
LUI Home Fragrance
Style and Chic
The Perfect Scents
Game Thing Ph
Fairness & Flawless
Haut & Haare
One for the road
The Pretty Little Things
|Ethan’s Sweet Haven
The Glorious Candle
HD & JLT Co.
M & D Retail
The Bliss Essential
Medyas manila ph
Mary & Co
Heart for Brands