Localbrand.co.id : The vocal locals

Hopping from one boutique to another to hunt for locally-made fashion has been a routine for fashionable Jakartans despite their relentless faith in global brands.

The country’s ever-expanding fashion industry has also paved the way for a niche market in the wake of young and talented local designers. To cater to the demand for local brands, fashion enthusiasts may now also shop online at localbrand.co.id, a website with the concept of an online fashion mall.

“Knowing the quality of local products, we think it’s worthwhile to strive with them together, not only to be recognized in Indonesia but also in other countries,” said Sayed Muhammad, who co-founded the website with three of his friends.

Sayed said that some local fashion brands were below standard, but on the other hand there were also products that he thought could compete with foreign fashion items. The development of the fashion industry inspired him and his friends to create the website.

There are two ways to browse the website — by brands or categories. By browsing through the brands, visitors can see each local store’s unique display just like entering a store in a mall. Each of the stores’ layouts has a theme depending on its concept.

Currently there are 49 brands registered, including Rokka, Manjze, Selittoes, Retail Therapy and Biel’s. Product prices vary from Rp 50,000 (US$5.5) to Rp 1,750,000.

Aside from browsing by brand, visitors can find products categorized by gender or by 16 types of fashion item, such as dresses, skirts, shirts, pants, jackets, shoes, etc. After choosing the category, visitors then can narrow the products according to price range.

Purchases can be paid for via bank transfer to BCA, Mandiri or PayPal. The website is certified by GeoTrust to secure the payment.

There are indicators whether a product is currently out of stock or on discount. Visitors can ask about availability to pre-order an out-of-stock product by sending an email to the website administrator.

The website has also been releasing downloadable online magazines in pdf format about the local fashion industry and its development every month since the website launched in November 2011.

The website is evidence of the flourishing fashion industry in the country. Based on Industry Ministry data, it accounts for 5.9 percent, or Rp 71.9 trillion ($8 billion), of the country’s gross domestic product (GDP), employing 4 million people, and contributing Rp 50.3 trillion to foreign exchange.