In August of 2008, Mr. Ed Paras opened his first RTW and clothes repair shop in Cherry Foodarama Supermarket in Congressional Avenue, Quezon City. Hitting two birds with one stone, he was able to cater to buyers of export/import overruns who immediately wanted to customize their purchases. This begun a strategy that answered the twin needs of the consumer base around the areas near his Cherry Foodarama locations. In 2010, the PARAS ALTER STATION name was incorporated by the ELP Group. Since the positive word of mouth had already spread about his quality workmanship, the value for money he offers ,and the quick and reliable customer service his staff delivers, there was no way to go but expand.
With a keen eye for spotting opportunities and exercising due diligence and research, this time, Mr. Paras opened outlets in Ever Gotesco, SM, Robinsons, and recently Ayala Malls, the so-called big locations. Now rooting for the upper A, B, C segments, he believed in effective marketing campaigns to create brand name recall especially in mall set-ups. Leafleting, strategic banner positioning, and billboards pushed consumer traffic to his store making his business take off to phenomenal heights. With 40 stores in Luzon and growing, his sights are now directed to Cebu, Bacolod, and Davao.
His success formula is based on the superior workmanship of his more than a hundred staff who are the most qualified in the garments industry, having had at least 5 years experience in cutting and sewing export quality apparel. Stringent quality control is a must before clothes are released to the customer. The result is a happy and satisfied clientele who return for repeat business.
Paras Alter Station has also thrived in different locations owing to the constantly growing market for alteration and clothes repair amidst the resurging RTW industry. Because of Mr. Paras’ decades of experience in the retail, wholesale, and manufacture of branded clothes, he is an expert in designer label patterns, cuts, sewing, and repair. He is also a compleat businessman with interests in food, construction, Bayad Center franchises, and agribusiness. He is now preparing his daughters to learn the trade by sending them to business school. His company has a low attrition rate because he treats his workers as family and gives their children extra financial support for their schooling, and weekly bible studies for their spiritual formation.
Through franchising, the Paras Alter Station is poised to conquer the Visayas and Mindanao. By opening more outlets through franchisees who believe in this fitting opportunity, he makes sure that wherever there are ready to wear clothes shops around, there is a PARAS ALTER STATION nearby to fill every client’s custom fitting needs.
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