In a bid to get more young people to wear batik, premium brand Parang Kencana has entered popular e-commerce platform JD.ID to present its ready-to-wear collection online.
atik is often associated with formal events, being the go-to attire for weddings and important office meetings. In an effort to expose batik to a wider audience, premium brand Parang Kencana has entered e-commerce platform JD.ID, presenting its ready-to-wear collection online as it seeks to tap into a young demographic.
Parang Kencana sales and marketing director Meity Sutandi said batik had been an important part of Indonesian culture and that the traditional material was used for school uniforms for children and office wear for adults.
Indonesian batik was recognized by UNESCO as an intangible cultural heritage in 2009, increasing its popularity as not only formal wear, but also a choice for day-to-day wear, Meity said. To increase its reach, Parang Kencana is now available online via JD.ID for both men's and women's wear.
"As consumer behavior develops and moves toward an online platform, we want to develop also," Meity told a press conference in Jakarta on Friday.
She further said Parang Kencana would maintain its quality of producing batik tulis (hand-drawn batik) and batik cap (stamped batik) in its range of ready-to-wear clothing now available online.
Established 20 years ago, Parang Kencana is known for its signature luxury material and vibrant prints, while upholding traditional approaches in batik production. Pieces range in price from Rp 850,000 (US$58.69) to over Rp 10 million, depending on the quality of the fabric and technique used to make it.
"We must also remember the craftsmanship and intricate technique in the art of making batik, and as more people appreciate it, it would subsequently support the industry and continue in a regeneration of its artisans as well," Meity said.
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JD.ID head of fashion Stephanie Susilo noted that fashion consumers on the platform were primarily in the 18 to 34 age group, a suitable market to target to further popularize batik among the young generation.
"We believe that Parang Kencana's unique motifs and prints should have more exposure in the eyes of batik fans, especially young people today," Stepanie said.
To promote the art of batik, Parang Kencana also collaborated with pop violinist Maylaffayza Wiguna and Norwegian musician Audun Kvitland, who gained media attention in 2016 for his song on nasi padang on Youtube.
The duo had produced a song titled "Batik Friday", initially a collaboration between Maylaffayza and Kvitland, in celebration of Batik Day, which is celebrated every Oct. 2, the day UNESCO recognized batik as an intangible cultural heritage.
"My hope is that batik becomes more relevant in everyday life," Maylaffayza said. "I hope the development of the design, color and cutting would continue to grow so that we can really enjoy wearing batik in everyday life, not just on important days." (mut)
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