Tourism Ministry, local batik brand announce co-branding collaboration
The Tourism Ministry is collaborating with fashion brand Alleira Batik and Gaia for a co-branding agreement to place Wonderful Indonesia and Pesona Indonesia tourism brands on the company’s products.
“This co-branding cooperation is very effective, especially with Alleira Batik that manages to penetrate the international market,” said the ministry's Archipelago Tourism Marketing Development deputy Esthy Reko Astuti.
“Alleira Batik has been worn by some famous figures, such as Bill Gates, Norwegian Prince Hakoon, Daniele Masaro, Philip Kotler and Richard Gere,” Esthy added.
Alleira Batik is a modern contemporary batik brand that was established in 2015 with a capital of Rp 30 million (US$2,251) and four employees.
“Good process and quality are our priority. Alleira Batik strives to present a collection that suits the lifestyle of fashionable men and women. The choosing of material is our main concern in order to provide comfort for the fashionistas out there,” said Alleira Batik CEO Lisa Mihardha.
With fashion and lifestyle in mind, the brand has managed to change the old perception of batik that was once deemed as old school and conventional. Lisa herself was inspired by British brand Burberry that managed to utilize the classic tartan pattern onto several lifestyle products that are accepted by the global market.
“With the same concept, I want batik to become a worldwide fashion component. For me, Batik is not just a fabric or clothing; it’s an art,” Lisa added.
Lisa added that Alleira Batik currently has 11 boutiques in Jakarta and one in Medan. It is also available in department stores in Indonesia as well as in SoHo, New York City.
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Tourism Minister Arief Yahya said the co-branding agreement serves as a move to achieve success together with local brands.
“Wonderful Indonesia brand now takes the 47th spot in the world after being promoted in all media platforms in the world. The brand value is bigger than Amazing Thailand and Malaysia Truly Asia,” said Arief.
Apart from Alleira Batik and Gaia, the ministry has also partnered up with other local brands, including Bon Gout, Polygon Achilles, Garuda Food, Sahid Group, Tiket.com, Sunpride, Sarinah, Sekar Group, Krisna Oleh-Oleh, Secret Garden, Sababay Wine, Martha Tilaar, Malang Strudle and Batik Trusmi.
The MoU signing for the co-branding agreement will be held on Aug. 10 at the Sapta Pesona Building in Central Jakarta. (kes)
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