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d'Designers a place for Indonesian designers
The eye catcher: Black sleek mannequins clad in shiny tunic dresses with beaded embroidery displayed behind tall glass walls
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The eye catcher: Black sleek mannequins clad in shiny tunic dresses with beaded embroidery displayed behind tall glass walls. Inside, the visual continues: Lines of racks with dresses of green, red, silver and peach in sharp contrast with the white tiles and walls.
d'Designers is the dream boutique of fashionistas as well as for designers. Pasaraya Department Store's newest boutique serves as a place for Indonesian fashion designers to display their latest creations and as a one-stop shopping place for fashion connoisseurs.
The boutique displays items from more than 40 local and international designers. It opened late last month and is the one store which includes the most names in Indonesian high fashion.
"We want to have a place where shoppers can find collections from Indonesian designers," said Ferry Kurniawan, Pasaraya General Manager Sales Store, at the opening.
Indonesia's fashion industry has steadily grown as shoppers become more fashion conscious and young fashion designers establish their name in the field. There are two associations in Indonesia's fashion industry -- the Indonesian Fashion Designers Association (IPMI) and the Association of Indonesian Fashion Designers and Entrepreneurs (APPMI) -- both boasting talented and productive designers.
Indonesia's fashion industry, now worth Rp 23.6 trillion (US$2.5 billion) is the largest contributor to Indonesia's creative industries which has a net worth of Rp 79.08 trillion.
Despite the increasing number of local high-fashion designers, international brands still dominate Indonesia's malls. As a result, designers would then open their own boutiques-cum-studios, in which only the fashion conscious would know where to find them.
However, new developments are emerging, with stores giving space to local fashion designers. Senayan City mall, South Jakarta, in July opened up its Fashion First, organized by Fame 74. Fashion First displays collections of five young designers -- Barli Asmara, Ichwan Toha, Priyo Octaviano, Adesagi and Rusli Tjohnardi.
Pasaraya now has its own but on a much bigger scale.
d'Designers has collections from Alchemist, Ali Charisma, Andirana, Cush Bohemia, Defrico Audi, Dinda Rella, Dwi Iskandar, Elizabeth Wahyu, Ghea S. Panggabean, Havilah Jewelry, Lulu Niluh Putu Ary Pertami, Oka Diputra, Ondofolo, Raflo, Riri, Rudi Chandra, Rusli Tjohnardi, Sabbatha, Salabianca, Sebastian Gunawan, Talisa House, Vera and Ina, Widi Budhimulia and Yunita Kosasih.
"We also have international designers which are based in Indonesia," Ferry said. Among the international designers include Ave Verum, Kerry Grima, Lily Jean and Norman Ang.
The boutique has been operating since its soft opening in March. "Our sales are increasing," he said.
Ferry said daily sales from the boutique range from Rp 10 million to Rp 100 million, with individual pieces ranging in price from Rp 600,000 to Rp 50 million. "I had one customer who spent Rp 98 million in one day," he said. "The buying power of our customers is tremendous."
He said expatriates from Germany and Saudi Arabia have been their biggest buyers.
Pasaraya was hit with a recession during the 1997 Asian economic crisis. In 2007, Pasaraya began revamping its management and renovating Pasaraya Grande in Blok M, renaming it Pasaraya, The Pride of Indonesia.
