By Aira Villanueva-Vinoya, PRA
Relevance. Relatability. Reality.
These three words emerged as powerful guideposts during the conversation between JV Wong, Founding Partner and Chief Igniter of People Ignite Organizational Development, and Hanna Casano, Strategy Manager of Zanea Shoes, in the 49th episode of the Philippine Retailers Association’s Let’s Talk Retail podcast.
For Hanna, staying relevant begins with knowing what you stand for.
At the heart of Zanea’s identity is its commitment to Filipino craftsmanship. For a brand whose roots are deeply connected to generations of shoemakers, being locally made is not simply a label, it is a source of pride and a promise of quality.
“I was born into it,” Hanna shared, referring to her family’s shoemaking legacy. Although she never met her grandfather, Lolo Bindoy, who started the family’s shoemaking journey, his story continues to live on through her father, their family business, and even a large photograph of him working in his workshop in the 1960s.
For Hanna, that legacy represents something bigger than the family itself. “This is something that we Filipinos can be proud of,” she said.
That belief fuels Zanea’s ambition not only to remain a footwear brand, but to become a platform that creates opportunities for Filipino shoemakers and brings local craftsmanship to a global stage.
The second R is relatability.
Zanea’s journey into retail can also be traced to Hanna’s father, who combined his experience in shoemaking with years of experience in the fast-moving consumer goods industry and retail. He saw an opportunity to bring together the family’s craftsmanship and his knowledge of the retail business, laying the foundation for the Zanea brand consumers know today.
It is a reminder that building a relatable brand starts with understanding people, their needs, and the world they live in.
Then comes reality.
For Hanna, being part of a family business is both a privilege and a pressure. “It’s a privilege to even be here, to be part of a story that’s bigger than myself. But at the same time, that privilege comes with pressure,” she said.
That reality extends to the increasingly competitive retail landscape, where imported goods, digital platforms, and rapidly changing fashion trends continue to reshape the industry.
Her response? Stay true to the values that built Zanea but stay agile.
Trends now move across borders almost instantly, making speed, research, and adaptability essential. For Hanna, staying relevant means knowing when to evolve without losing sight of what makes the brand unique.
Perhaps that is the real lesson behind the three R’s: remain relevant, stay relatable, and face reality head-on.
For the next generation of Zanea Shoes, the future may be changing quickly but its foundation remains firmly rooted in Filipino craftsmanship, family, and the courage to keep moving forward.
Her episode is now available on PRA’s YouTube and Spotify channels. Watch or listen anytime, anywhere, and discover more about Hanna’s journey and vision for Zanea Shoes.
