Nowadays, local fashion brands in Indonesia are on the rise. Young entrepreneurs are increasingly creative in finding product innovations for the local market. Local brands today also have good product quality that can compete with international brands. Moreover, local brands are now becoming the spotlight and gaining popularity across age groups and social classes. Indonesia local brands are currently dominated by those brands that sell products at competitive prices to target young people. However, there are also many local brands that prioritize high quality and good service to sell their products to high-end consumers.
The local fashion industry is currently very much supported by the government. One of the supports made by the government is create BEKRAF (The creative economy agency). BEKRAF often holds events that aim to introduce local brands from all regions in Indonesia to local and international markets. The biggest events created by BEKRAF for the fashion and retail industry in Indonesia are INACRAFT and PARA-SITE. INACRAFT is an annual event that presents various types of local brands and is followed by various interesting events and activities such as workshop and trunk show about the art and culture of Indonesia. While PARA-SITE is the first and biggest street wear event in Indonesia. This event can be an opportunity for local street wear brand owners to get input for business development from international street wear players who are here to develop their products to the global market.
Moreover, there have been many fashion show events to promote local brands both to local and international market. The biggest fashion shows in Indonesia are Jakarta Fashion Week and Indonesia Fashion Week. Both of this fashion shows event is an annual event that is highly anticipated by the Indonesian people. This event is a moment where we can see new trends in the industry. Every year they present new local brands and local designers that just enter the fashion industry. Many students who are graduated from fashion schools have participated in this fashion show as a first step to introduce their brand and name to the wider community.
Jakarta Fashion Week
Not only the government, but some universities in Indonesia also facilitate students to start doing business earlier. Prasetiya Mulya University is a campus that focuses on business majors. This campus requires students to make a business before they graduate from college. This is because they need to have experience before entering the real industry. They also provide a bazaar event called Pop Up Market on each year as a place for start up businesses to sell products and at the same time increasing their awareness.
Several other well-known bazaars in Indonesia that also help start up business and currently in demand by the public are Brightspot, Market Museum, Local Fest, Basha Market and many more.
Bright spot Market
Currently, Indonesia has several concept stores that focus on selling products from local Indonesian brands. This indicates that customer demand for local products has increased in recent years and the Indonesian citizens have been very supportive of this industry. Some of the several concepts are ARA Jakarta, The Goods Dept and Love and Flair. ARA Jakarta is a concept store that focuses on high-end local brand designers. The Goods Dept focuses on local brands that market their products for youth culture where the styles are trendy and up to date. Meanwhile, Love and Flair is an online retailer that focuses on trendy styles and easy dressings for Indonesian women.
ARA Jakarta
Overall, local brands industry in Indonesia is currently having a great demand from the local community. There are many facilities that support local brands to continue to grow, starting from fashion show events, bazaars, to retailer stores. This industry is predicted to continue to be in demand since current local products also have up-to-date quality and design and no less competitive that international brands. There are also many local brands who make new innovative products and make it into a trend inside the country.
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