To survive the highly competitive fashion industry, ATE (Alter to Enhance) by Tatah focused on its forte : a ready-to-wear women’s apparel concept of zipper-less, buckle-less, and no buttons that is friendly to all body types.
This clothing shop ATE by Tatah, managed by proprietor Ma . Aleta “Tatah” dela Calzada, is also popular for its on the spot alteration of its RTW pieces to the liking of clients.
However, with the ongoing pandemic, most of the shop’s customers have found it more convenient to order their clothes online.
GETTING COMFORTABLE WITH CHALLENGES
After spending 25 years in the sales and marketing field, Tatah decided to give the clothing business a try.
Tatah always enjoyed sewing in her youth. So, after being let go by the company where she worked due to redundancy, she decided to pursue her passion.
In 2014, she established the shop Alter-to-Enhance or ATE by Tatah in Cebu City.
ATE now has three branches in Cebu and one in Katipunan, Quezon City to cater to clients based in Metro Manila.
Initially, the idea was to have a tailoring shop wherein clients could choose their preferred fabrics and design. In-house dressmakers would create and sew clothes for waiting customers.
Tatah admitted that at that time she had no formal training in tailoring and fashion design.
She recalled that they were doing a very simple type of sewing then.
However, the increase in customers compelled Tatah to take a short course on Fashion Business at the Fashion Institute of Technology in New York City and a short styling course in London.
After finishing the short courses abroad, she then decided to enroll at the Department of Trade and Industry’s (DTI) Kapatid Mentor Micro Enterprise (KMME) Program.
According to Tatah, she learned a lot about managing her business at the KMME course. “We were taught how to handle human resource problems, managing employees, and coming up with a company policy.”
LURING A POST PANDEMIC MARKET
ATE by Tatah used to be a part of many local tourists’ itinerary.
“When we started, we already had a lot of clients and most of them were from Class A bracket in Cebu and they were the ones who were also promoting the dress shop and bringing their friends in from Manila, Tatah disclosed.
“It’s one of the reasons why we decided to open in Manila because of the demand. We always gave them good service and we made sure they had fun in the shop so that they would spread the word,” Tatah said.
Participating in DTI’s KMME program has enabled Tatah to collaborate with other entrepreneurs. She shared that she has met a lot of DTI mentees who sell shoes and accessories, which opened opportunities for collaboration. She shared that one of the mentors during the finance session of KMME is now ATE’s bookkeeper.
A few years into the business, Tata still believes that ATE is still a startup, with lots of opportunities and improvements to look forward.
“As business grows bigger, managing all aspects of the enterprise becomes a challenge. I think we need a good inventory management system to make sure that we control everything. Until we’re there, we will continue to be a startup,” Tatah said.
Nowadays, the shop’s apparel designs take into consideration the company’s current needs such as face masks, hoodie dresses and blouses that cover the head and face.
MENTEE TO MENTOR
Tatah has come a long way. She currently mentors budding entrepreneurs in becoming successful in business.
She continues to be involved in different programs of the DTI like the Kapatid Mentor ME (KMME) program and DOLE’s Regional Tripartite Wages and Productivity Board.
“I’ve been telling startups like myself that there are a lot of offerings from the government that they don’t know about,” said Tatah.
As for future plans, she is open to try franchising once they are able to standardize every aspect of their operations.
For her, getting into the business industry means being open to learning all the time.
“For those who are teachable, when you get the chance, attend as many seminars and trainings. Check out the programs that the government is offering. As long as you’re guided, you will be able to focus well on your business and product development,” said Tatah.
Currently, she is trying out the different digital marketing platforms available such as Shopee, Tiktok, and Facebook.
For queries, interested parties may contact the shop in the following links:
https://www.facebook.com/ATEbyTatah/
https://ate-by-tatah.business.site/
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