Several local brands and designers produced protective gear (APD) and face masks to help flatten the curve.  

“I’m proud of the textile industry in Indonesia for being responsive amid the pandemic,” said the Industry Ministry’s director of textile, leather and footwear industries, Elis Masitoh, during a webinar titled How to Make Your Own Fashion Label by fiber manufacturer Asia Pacific Rayon (APR) on Tuesday.

Elis said the industry had growth potential, with one reason being the country’s large population. She cited modest fashion as an example, where consumption in Indonesia had increased from US$13.5 billion in 2016 to $21 billion in 2018, making for average annual growth of 3.2 percent, according to the Annual State of the Global Islamic Economy Report.

On a separate occasion, fashion magazine Dewi editor-in-chief Margie Untoro said that the pandemic created a big opportunity for local brands as numerous fast fashion brands had closed their stores and halted operations. She said demand for local products was increasing as people became more aware of fast-fashion issues.

However, despite the potential, Elis pointed out challenges in improving fashion brands, such as the fact that goods of local brands were often thought to be of lower quality than international ones, the inflow of imported goods and a lack of collaboration among businesses in the industry.

Addressing emerging fashion designers aspiring to launch their own labels, Elis urged them to realize the opportunities, including markets that had escaped the attention of most designers.

Didiet Maulana, fashion designer and cofounder of Ikat Indonesia, said it was important for designers to embrace opportunities but they also should refer back to their passion.

“Follow your heart, so the result will be something authentic that represents your idea,” Didiet said, adding that emerging designers should also master aspects of price positioning, target market, suppliers and fabric types.

Josephine “Obin” Komara, a renowned textile maker and owner of Bin House, said designers should understand their own products before selling them in public. “Take shoes, for example. If you want to sell them for Rp 150,000 (US$10.17), you should gather all shoes of the same price to know the position of your product [in the industry],” said Obin.

Amid the current situation, emerging designers can survive by maximizing what they already have. The co-owner of fashion label Danjyo Hiyoji, Dana Maulana, said that in the early period of large-scale social restrictions (PSBB) designers should've already figured out their cash flow until the end of 2020 or early 2021. “We need to think about our team first,” Dana said. “Anything can be a lesson for each of them to rethink [their brand].”

He added that designers should think about their brands’ future and the products that need more strength. While attempting to adapt to the situation, they could follow current trends only if their budget allowed it.

The Bespoke Fashion Consultant founder Melinda Babyanna recommended that designers focus on making sustainable products. “Perhaps they can use organic fabrics, such as rayon or viscose. Make a timeless collection following the current needs,” said Melinda. (wng)

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