TALA By Kyla, headed by 22-year-old Kyla Cañete, seems to have unlocked the recipe for captivating her generation
Deep in the Metro South, several customers, mostly women, take turns trying on an assortment of accessories: rings, necklaces, and lockets, among others. TALA By Kyla (TBK), the homegrown sensation famed for its thematic jewelry collections, has unveiled its second flagship store at SM Molino – its first brick-and-mortar location under an SM property.
Garnering 2 million followers on Facebook and an additional 800,000 on Instagram, TALA By Kyla is a top-of-mind jewelry and accessories brand, especially to its mostly younger audience. The leap from e-commerce to a physical location makes the brand’s influence more palpable; as collections consistently sell out on its website, so do droves of customers empty the shelves of its stores.
A 2023 report by global trend forecasting firm WGSN indicated that certain sectors like the retail industry affected by the pandemic are expected to experience a resurgence in consumption.
“With shoppers in the region driving a physical comeback in stores, savvier decision-makers will also be making decisions and purchases to enjoy life to its fullest—be it maximizing value by balancing quality and price or finding respite in luxury shopping and experiences,” a representative for WGSN told the Inquirer in an interview.
But with a multitude of options available, how do brands such as TALA By Kyla continue to captivate their respective buyers, even going as far as turning their customers into advocates themselves?
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