SINGAPORE: The rush of orders for school uniforms usually dies down a week after the start of most Secondary school semesters. But Mrs Helen Quek, the executive director of uniform supplier Bibi & Baba, recalls an exception to the rule in early 2005.
Well into the first week of school, Mrs Quek remembers receiving a call from her employees, who told her that a school had reported a shortage of trousers in size L. All that was left were trousers in size S, they said.
“We told the school that we were going straight into production,” said Mrs Quek. In a few days, her company had managed to settle the outstanding orders, though it was left with an unusual abundance of trousers in size S.
“We thought everything was settled. Then the school’s administration manager called us and said: 'Can you please come in and sell uniforms again?'”
“We asked why, and they said that many children had bought larger sizes so they could wear their pants low on their hips because they all wanted the 'grunge' look,” said Mrs Quek, who has been in the business of supplying uniforms to schools and businesses for more than 40 years.
Suffice it to say, the school was not amused with their students’ antics and made them re-order their uniforms in the correct size, said Mrs Quek.
GROWING THE 'MADE IN SINGAPORE' BRAND
When creating or updating looks for school uniforms, Mrs Helen Quek (centre) and her team factor in colours, logos as well as fabrics. They balance the fine line between updated looks and school traditions.
Mrs Quek was speaking to the producers of On The Red Dot for a special series, Made In Singapore, which showcases some of the Republic’s most iconic companies and brands.
Started by Mrs Quek’s mother, Madam Nina Hwang, the company began as a children’s dress shop in 1947, which was then called Majestic.
“It was registered as a children’s clothes shop and my mother received her first commission from a school in the 1950s when the Singapore American School opened,” said Mrs Quek.
She took over the business in 1972. Amid the influence of Western cultural trends, the company remodelled its business to sell clothes under the brand Bibi & Baba, and went into manufacturing and exporting jeans ("They were a fashion hit in the UK,” Mrs Quek said). In 1977, the company was officially renamed Bibi & Baba.
“Back then, Singapore was exporting massive amounts of sportswear, jeans, shirts - everything. Bibi & Baba was one of the exporters to Macy’s and Marks & Spencer,” recalled Mrs Quek.
Business was thriving between the '70s and '90s; Bibi & Baba had a turnover of S$30 million in 1991, according to Mrs Quek. But the garment-manufacturing and export boom began to wane in 1998 and the company had to change strategies.
“Singapore’s manufacturing costs made clothes too expensive for buyers, and Bibi & Baba refocused its business and used the technology it had built up to supply locally to schools, hospitals and corporations," she said.
KEEPING UP WITH THE TIMES
Mrs Quek has seen trends and business landscapes change. In the last decade, she has seen technology change the game significantly.
“The skilled staff in the company are quite formidable, and many have a long history with the company, such as Madam Cheong Yin Leng, who has been with the company since it started in 1947,” said Mrs Quek.
Madam Cheong Yin Leng working the sewing machine. Madam Cheong has been with the company for 68 years, since 1947.
Mrs Quek said that the company is focused on keeping up with technology and innovation.
“We have to grow with the country in the direction it is going. We have to innovate as the country moves into high-skilled and high-tech industries,” she said. “We can still manufacture and supply without having a massive amount of staff to do the production itself.”
Mrs Quek said that while she is still proud that Singapore-made brands once graced the floors of British high-street stores and American chains, the brand cannot live on its past glories.
“It was really good to see 'Made In Singapore' items supplied by us on the fashion floors of Macy’s or Marks & Spencer,” she said.
“It was a really nice feeling that we could achieve that in the '60s, '70s and '80s. But Singapore has changed and so have we. We need to move with the times.”
Watch the full episode of On The Red Dot’s Made In Singapore: Fashion. Or catch up on other On The Red Dot episodes on Toggle.
CNA/kc
- CNA/kc