As a fast fashion brand, Sfera is rather well known in Spain for its fresh designs and accessible prices. It is also the apparent go-to label for youths in the country, with a wide range of offerings.
Well, Sfera is now making its way to Malaysia. Exclusively brought to you by Parkson, it is housed within MyTown Shopping Centre in Cheras, KL.
Speaking to Star2.com, international manager Guillermo Lopez García says that Sfera may be a little bit new in the region but it is by no means unknown. The brand already has stores in the Philippines and Thailand.
“The Malaysian market is a fashion-driven market. The people here are more and more aware of fashion, and this, I think, will help a lot with Sfera being introduced here,” he states.
García points out that trends are becoming more global. According to him, you cannot limit fashion to a specific region – Asia or Europe, for example. It is instead a worldwide thing.
“What performs well in Europe will go on to perform well in Asia, and naturally, everywhere. From our experience, if something is a bestseller – it’s a bestseller everywhere.”
García also explains that it is the ability to keep up with trends at a fast speed that helps keep Sfera competitive as a fast-fashion brand. The industry is after all, constantly changing.
“If you can ‘renovate’ the collection every few weeks, and introduce a newness to it, then people will keep returning. Customers only come back when they see new things in-store.”
As it is, Sfera’s Spring/Summer 2017 collection is described as retaining a minimalist identity. The current offerings include ready-to-wear and accessories for women, men and kids.
Ladies can look out for feminine long dresses, made of silk chiffon and sheer lace, as well as relaxed athleisure style clothing. There are also well-tailored garments that will not look out of place when worn for work.
For the men, it is the trendy basics that shine. These are designed for the urban trendsetter. A wide selection of casual short-sleeved shirts and linen shorts are also available.
Sfera kid’s collection probably sets the brand apart. As García so aptly puts it: “We like to dress kids as kids. We design specifically for them and not just translate adult fashion for the young ones.”
Sfera belongs to the El Corte Ingles group, the same Madrid-based company behind one of Europe’s biggest department store chains. The fashion company has more than 270 establishments around the globe.