The global retail industry stands at a crossroads. Artificial intelligence is no longer a distant possibility but an everyday tool. Consumer tastes transcend borders with a single swipe. Supply chains are digitized, store experiences are being reimagined, and competition has never been fiercer. It’s an industry in flux—challenged by disruption, yet, as Alice Liu sees it, “poised for transformation.”
For Liu, the newly appointed CEO of GOLDEN ABC (GABC), disruption is less of a threat than it is an invitation to lead. “Retailers are now finding themselves at an interesting juncture: one where the industry is both challenged by disruption yet poised for transformation,” she says. And in the Philippines, the stakes are even higher. Retail contributes nearly 18 percent of GDP and provides livelihoods for more than 10 million Filipinos. “With younger and more digital-first customers, innovation is no longer optional. Retailers have to rethink how they reach their customers—whether that’s through new channels, reimagined store experiences, or more personalized engagement.”
Liu is no stranger to transformation. At GABC, the homegrown fashion powerhouse behind PENSHOPPE, OXGN, Regatta, ForMe, Memo, and Bocu, she oversees a portfolio of over 1,000 stores spread across the country and beyond. With nearly four decades of history behind it, GOLDEN ABC has long been a benchmark for Philippine fashion retail. Under Liu’s stewardship, it is now shaping up to be a global player. “Our foundation is clear. It is about inspiring greatness in the lives we touch. That purpose has guided us for nearly 40 years and it has not changed. What is changing is how we deliver it,” she says. “We are investing in technology, sustainability, and talent development so our brands remain relevant whether someone shops in Cebu or clicks on us from another country.”
Leadership with Clarity and Culture
Liu’s leadership style is less about command and control, and more about clarity and culture. “For me, leadership is about clarity, listening, and decisive action,” she explains. “People need to know where we are headed, why it matters, and how they can contribute. I want to create an environment where teams feel trusted to make decisions and supported to succeed.”
That philosophy translates into concrete action across GOLDEN ABC’s 5,000-strong workforce. Liu believes that culture—not products or marketing—forms the true backbone of any lasting brand. “The soul of any brand lives in its people. You can copy a product, but you cannot copy a culture. That is why we invest in our team members through leadership programs, wellness initiatives, and open communication. When people feel valued and connected to a purpose, they create experiences that customers can feel too.”
This commitment to empowerment manifests in how decisions are made. A prime example is GABC’s digital acceleration program, which unified online and offline inventory systems by bringing together IT, merchandising, marketing, and logistics. “It was not a top-down directive. It was a shared challenge,” Liu recalls. “The result was faster deliveries, happier customers, and stronger ownership among the teams.”
She attributes her leadership style to how she has built on the work of mentors who came before her, specifically, GOLDEN ABC CEO and now Executive Chairman Bernie Liu: "Alongside the boards of the Philippine Retailers Association, the Philippine Franchise Association, and that of Golden ABC, I draw from their collective wisdom to sustain momentum while opening space for new voices to shape the future of retail."
Innovation as Everyday Practice
Innovation, for Liu, is not just about technology. It is about cultivating a mindset across the company that embraces experimentation, calculated risk, and learning. “We normalize the idea that not every risk will work, and that is fine. We talk openly about lessons learned and we celebrate the courage to try. This is how innovation becomes part of everyday work.”
At GOLDEN ABC, this philosophy is fueling a wide array of initiatives. Artificial intelligence and data analytics are now being used for demand forecasting and even product design, ensuring that collections remain relevant while reducing waste. “Technology gives us sharper insight,” Liu notes. “But the bigger shift is cultural—making sure teams feel confident using these tools to make decisions every day.”
She adds that GABC is doubling down on data governance to ensure the right foundations for innovation. “We pilot, test, and adapt quickly. Teams closest to the customer are empowered to act. We also build flexibility into our processes so that we can pivot fast in response to a new trend, a supply challenge, or a market opportunity.”
Wearing Two Hats: CEO and Industry Leader
Liu’s influence extends beyond her office at GOLDEN ABC. As President of the Philippine Retailers Association (PRA), she is helping steer the country’s retail industry into its next chapter. “The two roles feed into each other,” she explains. “At GABC, I lead six brands with over 1,000 stores. That gives me a ground-level view of consumer behavior and daily challenges. Those insights help ground the strategies and priorities we have at PRA, which can shape advocacies that strengthen the whole sector.”
Her priorities at the PRA are ambitious but necessary: fair policies that level the playing field between local retailers and global e-commerce giants, helping small and medium enterprises embrace digital tools, and fostering collaboration across the sector. “Competition makes us sharper, but collaboration makes us stronger,” Liu says. “When retailers share best practices, co-invest in technology, and align on sustainability goals, everyone moves forward.”
She also sees retail’s role as a vital economic engine. By 2034, the Philippine retail sector is projected to expand to ?15.1 trillion, creating 2.3 million new jobs. For Liu, these aren’t just numbers. “What excites me most is the creativity of Filipinos and our ability to adapt. We have a young, connected population and a culture rich with ideas. The untapped opportunity is to make ‘Made in the Philippines’ a true mark of quality, style, and heart—something we can proudly bring to global markets.”
Building for the Future
Looking ahead, Liu envisions a Philippine retail industry that is technologically advanced, sustainable, and globally competitive. “For GOLDEN ABC, I want our brands to be recognized globally not only for their products but also for their purpose,” she says. “For Philippine retail, I see an industry that is technologically advanced, sustainable, and a true source of national pride. It should create jobs, shape culture, and showcase Filipino creativity to the world.”
Central to that vision is talent development. “We spot talent early, give them meaningful challenges, and support them with mentorship. Leadership is learned by doing, and we make sure emerging leaders have both responsibility and guidance along the way.”
For Liu, empowerment is not just a management tactic, it is a legacy. “If I can help position Philippine retail as globally competitive while staying proudly Filipino, and open doors for more people to grow and lead, that would be a legacy worth leaving.”
Building Together
At the core of Liu’s leadership is a sense of shared destiny. Whether she is guiding GOLDEN ABC, advocating for retailers nationwide, or representing the Philippines on global advisory boards, her focus is on collective progress. “These networks give early insight into trends and policy shifts, and they allow us to share the Filipino perspective on a global stage. Bringing those ideas home means we are not just reacting to change. We are helping shape what comes next.”
And for her, the future is not a passive horizon but an active pursuit. “The future of retail is not something we wait for. It is something we build together. With vision, collaboration, and commitment to people, I believe Philippine retail can inspire the world.”
In Alice Liu’s hands, retail is not simply about selling clothes. It’s about building culture, shaping livelihoods, and putting Filipino creativity on the global map. The golden era she envisions isn’t just for retail—it’s for the Philippines.
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