“REGATTA”

Case Study

Presented to

Central Luzon State University

College of Home Science and Industry

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In Partial Fulfillment

Of the Requirements for the Subject

Fashion Merchandising Application

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By:

Saturno, Jeafreene Dale E

December 2022
Photos of the actual visit

This photo was taken in SM Cabanatuan

Summary on Regatta Fashion

Regatta is a Filipino clothing brand that offers high-quality items that are stylish and affordable.
Regatta Philippines is a reimagined clothing brand that offers high-quality clothing such as polo,
shorts, jeans, tees, and more. The regatta is not a brand that follows fashion trends; rather, it
approaches fashion in a straightforward manner with timeless designs. The term "Regatta" refers
to a sporting event involving boat or yacht races. It's no surprise that the majority of the brand's
clothing is nautical-inspired and has comfortable cuts. Given that the Philippines is an
archipelago of over 7000 islands, it's no surprise that the majority of Regatta's clothing is
designed to be worn for long beach walks in the hot sun.

In addition, The Regatta and Discovery Enterprises International partnered in 2011 for a
collection of limited edition t-shirts that speaks to both the brand’s and the channel’s passion for
life. Featuring 6 t-shirts in 2-3 color options, the Regatta x Discovery ‘The World Is Just
Awesome’ collection aims to illustrate just how awesome our world is and to instill a love of
exploration and discovery among the people. The brand has been described as the epitome of
casual clothing, as well as a reliable source of classic, basic clothing that will never go out of
style because of its designs, it is the best clothing brand to wear while relaxing or traveling
around the world.
Among them is the Regatta Leisure Eau De Toilette that has received the most praise from the
media and local beauty bloggers. Regatta describes Leisure as a summer fragrance that
represents the casual and comfortable experience that the brand provides. The scent is available
in two versions, one for men and the other for women. The design of the bottles are simple with
the image of a deck chair (and a flowy red scarf for the Women’s version) facing a vast sea
printed on them. Regatta Leisure EDT for Women could be described as a light, refreshing fruity
floral fragrance while the Regatta Leisure EDT for Men could be described as an outdoor musky
fragrance. The fragrance was released in 2013 along with Regattas Preppy Resort summer
collection to usher in a summer of fun and bright colors.

Product Mix
Regatta manufactures and distributes clothing and accessories for men and women. Regatta has
also continued to expand its collection with new sizes.

Pricing
The pricing strategy of Regatta apparel costs between 160.00 and 3,800.00 but in this season
Regatta sale their product in (buy 3 for 1995) in both Women’s wear and Men’s Wear in the
Philippines as of 2022. Regatta clothing is available on popular e-commerce sites such as
Shopee, Facebook, Instagram.
Place
Regatta has a 117 commercial store branches in the Philippines. It has 36 branches in NCR, 21 in
South Luzon, 17 in Visayas and 21 in Mindanao.

Promotion
Regatta wants to transform that with the campaign and a social media push aimed at building a
brand community that communicates with one another and with Regatta. It is already on
Facebook and Twitter, but it has only recently launched on Instagram.

Current Market Situation

 High-income urban consumers seek higher-quality products, greater sophistication, and
product cross-benefits.
 Consumers who visit clothing specialist retailers are drawn in by gleaming displays, a
variety of promotions, and the opportunity to obtain advice from clothing store
consultants.
 Clothing specialty retailers will continue to grow as the number of customers grows.
 A growing number of people are beginning to use regatta products, such as men's and
women's grooming products.

Target Marketing
The Regatta company speaks about the emotional connection to people have with the brand,
rather than the practical reasons for buying its products, for the first time. It focuses in men and
women clothes. The goal of Regatta is to encourage people to get outside and enjoy the fresh air
and natural sights. Each of their employees shares this same passion with Regatta, ensuring that
everyone who enjoys the outdoors does as well.

Observation on Costumer profiles

Based on my observation most of the customers in Regatta are millennial and members of Gen Z
they are more likely use to it. Both male and female are the target of their product which more
likely to buy their needs. Most of the customer’s income bracket falls under in middle income
class some of them are single or have families.
Major competitors

This photo was taken in SM Cabanatuan

Regatta has a major competitor in clothing. Penshoppe, Oxygen, and Forme are the fast growing
brand competitors that Regatta facing right now. The Penshoppe and Oxygen sell the same
products for men and women. Regatta must narrower their product so that their consumer has a
choice. Forme, in contrast, consists of clothing, shoes and accessories. It's different from the one
sold by penshoppe and oxigen because forme is still a woman's clothing product only.

PENSHOPPE
The leading international casual wear brand worn by some of the world’s top model and biggest
celebrities. The brand approaches fashion with on-trend, affordable, and quality merchandise,
easily establishing itself as everyone’s go-to brand for fashion pieces that allow them to express
themselves and that complement their lifestyle, too. In addition, Penshoppe is a casual wear retail
brand based in the Philippines. Established in 1986, Penshoppe is the flagship brand of Golden
ABC, Inc., a fashion house based in the Philippines.

OXIGEN

Inspired by street fashion and youth culture, OXGN is all about being effortlessly cool. The
brand schools us on what's new and makes a conscious effort to create clothes that embrace
authentic individual expression, making it an easy favorite among street wear enthusiasts. By
listening to the pulse on the street, OXGN makes street wear accessible for everyone without
breaking the bank.

FORME

Known for its balanced offering of fashion and basic pieces, ForMe makes it easy for the modern
woman to be fashionable in a breeze. The brand constantly develops universally flattering
silhouettes and curates styles that are meant to be mixed and matched for every day and every
occasion.
Reference:
https://iprice.ph/regatta/clothing/
https://www.penshoppe.com/pages/about
https://www.oxgnfashion.com/pages/about
https://www.thedrum.com/news/2014/06/12/regatta-overhauls-brand-
identity-and-marketing-stop-adventure-being-owned-extreme
https://www.regattalifestyle.com/pages/store-list