Fashion brands are increasingly observed by fashion lovers in Indonesia, especially hijabers. Hijab and Muslim clothing are now easier to find, not only on shopping sites but also in well-known shopping malls. Although Indonesia’s modest fashion market is the largest, the proliferation of hijab brands makes competition between them even tighter. How did the founders react?
Founders of well-known hijab brands appear at Indonesia Brand Founders Summit 2022 event in Tribrata, Dharmawangsa, South Jakarta, Thursday (13/10/2022). They reveal their recipe for success, even as they face a pandemic and remain victorious amid the presence of new brands. One of the things that the Founders of Zytadelia, Ria Miranda and Buttonscarves do is always adapt to the situation.
“During the 2020 pandemic, our problem is how to maintain cash flow and how to build customer loyalty because people really want to keep shopping. Therefore we issue defective products with low-priced offers so that they keep shopping. we are also adapting by releasing stylish masks and antibacterial hijabs, ”said Zyta Delia as Founder of Zytadelia.
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Being able to adapt while maintaining the brand’s DNA is also the key to the success of the Ria Miranda brand. Pandu Rosadi as founder claimed to have experienced various changes in the fashion industry because he was trying to stay relevant. One way is to propose visuals so that customers are more interested in buying.
“One of the changes is that people are now putting more emphasis on graphics. The way the product is viewed creates a desire to buy. So how can we provide a budget for beautiful images so that people want to buy. social media plays a role during the pandemic because at that time we actually went up “,
“So we’re looking for the market because there are always people who prioritize fashion. Fashion is very fluid, which forces us to push in new ways every day,” he said.
This was also approved by the Founder of Buttonscarves, Linda Anggreaningsih. The brand that sells fashion and makeup has admitted that it is always trying to use new ways to attract the market. Therefore, Linda advised not to go too far.
“Buttonscarves was born in the era of offline brands going online, but we did the opposite. People asked us why we opened an offline store. I think if we want to do something big, we shouldn’t go with the flow. If we use the same recipe, we enter the mainstream. “For this we have to add something different,” he said.
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