'Go big or go home' may well be the motto of Godfather Shoes, a Marikina-made men's footwear brand small in size, but has been thinking and acting big in all the right ways since it launched in 2016.
For one, Godfather Shoes applied, and recently secured registration for its trademark. This move is usually done by companies only when they've reached a size, value, and popularity as to attract copying. But with its drive to be a household name, the made-to-order shoe brand went ahead of the curve and got intellectual property protection just two and a half years into the shoe-making business.
"When I started on this journey, I took it as my mission to not just build a brand that Filipinos can be proud of, but a brand that would last in the market. When people think of 'fast food in the Philippines' they think of Jollibee. I want Godfather Shoes to be top of mind when it comes to locally-made men's footwear in the Philippines. That's my vision and that's why I have to protect it," said Mr. Aaron Angeles, Godfather Shoes' owner.
Thinking big for Mr. Angeles also means creating a reputable name that will create that elusive element in every brand-customer relationship: trust.
"With that trademark, people will know we're not a fly-by-night startup. People will know we're doing our best to build our credibility. That's leverage in the market," the entrepreneur added. Nothing builds a reputation better than experience, so for the past two years since the company began, Mr. Angeles has been striving to refine that, and keep responding to the needs of his captured market of corporate professionals and business-owners.
Having an eye for the executive class is what started the business, after all: himself coming from the banking sector, Mr. Angeles saw the absence in the market for quality, stylish shoes that came at a friendly price.
"Imported, Italian brands are extremely expensive, they're around P 30,000 to P 50,000 a pair. I said to myself, there's no reason that there can't be a local brand that's at par in quality with these brands but are affordable," Mr. Angeles added.
With gradual investment, build-up of presence, and a good dose of optimism, Godfather Shoes more than doubled its workforce of Marikina-honed sapateros and mamamadrons (pattern-makers) to keep up with growing demand.
Two years on, Godfather Shoes is enjoying steady profit growth and rising recognition as no less than motor journalist and media personality James Deakin recently promoted his brand.
In 2019, Godfather Shoes is shifting to higher gear as it'll be expanding to Visayas and Mindanao.
"We're setting up presence there because it turns out we have a lot of clients in the VisMin area, and they fly here just for the shoes. There's definitely demand there," Mr. Angeles said.