Penshoppe, one of the Philippines’ most iconic fashion brands under Golden ABC, recently appointed Brandon Liu as Vice President. While the title is new, Liu’s familiarity with the brand and his vision for its future run deep.
“It’s been recently announced, but our work continues,” Liu says. His focus remains on Penshoppe, where he plans to roll out new initiatives with a stronger strategic direction in the coming months and years.
Collaborative leadership at the core
Liu emphasizes that Penshoppe’s growth is a team effort. “I’m fortunate to have a great team in place,” he shares. Ideas are exchanged constantly — from branding and events to product development and endorser selection. “It’s always an ongoing discussion on how we can do things better,” he adds.
Staying relevant to the next generation
One of Liu’s priorities is ensuring Penshoppe remains relevant to today’s fashion consumers, especially the Gen Z market. “Fashion is fast-paced, and the only way to thrive is by staying relevant,” he says.
For younger audiences, that means embracing the platforms they use most. “TikTok is such an important platform for them. We make it our business to understand what’s trending and what content they’re consuming so we can adapt to their needs.”
Endorsers who embody the brand
Penshoppe has worked with global icons such as Bella Hadid, Kylie Jenner, and K-pop group NCT Dream. For Liu, the right endorser is defined by more than popularity. “We look for people who share the same values and vision as we do,” he explains.
Through “Club Pen,” the brand continues to grow a community of ambassadors who embody authenticity and build meaningful connections with the youth.
Global trends, local identity
As a proudly Filipino brand with an international reach, Penshoppe balances global trends with local authenticity. “Not all global trends have a direct translation here in the Philippines,” Liu says. His team evaluates each trend, asking whether it fits local tastes, climates, and cultural preferences — even down to color tones that complement Filipino skin tones.
A journey from analytics to creative leadership
Liu began his career with Golden ABC as a business process analyst for the women’s brand ForMe after earning his degree in finance and economics. He describes himself then as “a numbers guy,” but his move to Penshoppe a decade ago revealed his creative side.
From managing men’s tops to serving as brand director, and now vice president, Liu combines analytical discipline with creative insight — a combination that shapes his leadership style.
Testing before scaling
Liu applies a principle he calls “bullets before cannonball” — launching small-scale initiatives to test customer response before rolling them out widely. This approach ensures agility while keeping decisions aligned with brand values.
One example is TikTok live selling. While the platform is growing in popularity, Liu says Penshoppe will only pursue it if it aligns with the brand’s positioning.
Accessibility as a brand promise
Liu is committed to making Penshoppe accessible — both in price point and nationwide availability. “Global-quality products should not be expensive,” he affirms. With a presence from Luzon to Mindanao, the brand ensures it reaches diverse customers across the country.
While digital engagement is key, Liu recognizes the continued importance of physical retail. Weekly store visits keep him connected to customer experiences and inform improvements to store design and service.
Strengthening cultural connection
Recent campaigns, such as the “Icon” series with Dingdong Dantes, reflect Penshoppe’s emphasis on cultural relevance. “It’s no longer enough to have a big name represent your brand,” Liu says. “It’s about authenticity and building connections that make growth sustainable.”
Stewardship as a guiding principle
As part of the Yu family and Golden ABC’s next-generation leadership, Liu is guided by the company’s core value of stewardship — ensuring that what is entrusted to him is passed on in better condition.
“I hope that in my turn, I’m able to build on the strengths of the brand and hand it over stronger to the next person,” he says.
Looking ahead
While Liu keeps details under wraps, he hints at new categories, market expansions, and innovations in store experiences. “What you can expect from Penshoppe and Golden ABC over the next few years will be very exciting,” he shares.
With a mix of strategic vision, commitment to authenticity, and a focus on accessibility, Brandon Liu is positioning Penshoppe to stay ahead of the curve — ensuring that the brand continues to inspire and connect with fashion consumers across generations.
