The global health crisis has affected all industries without exception. Many people have been beset by reduced incomes, which has forced them to prioritize or limit their spending on only the essentials.

Of the three subsectors of Indonesia’s creative industry, the fashion industry has been severely affected by the COVID-19 epidemic. According to Bisnis Indonesia, the fashion industry was among the highest contributors to the creative industry before COVID-19, along with the culinary and the handicraft industries.

Before the health crisis arrived, the creative economy’s contribution to the national economy had been growing over the past three years.

Randi Julian Miranda, the founder and CEO of Handep, a fashion brand that collaborates with the Dayak community in crafting upscale handbags and hats from handwoven rattan, said that the company recorded a 30 percent decline in revenue in February. That was the month when, due to fears of the outbreak, foreign tourists started to leave Bali where the brand had the biggest offline sales figures outside of its home base in Kalimantan.

“Then, starting March 10, when trade expos and exhibitions as well as artisan and farmers markets had to cancel their events due to the outbreak, our revenue declined a further 50 percent,” Randi said.

Small items: Adjusting to consumers’ declining purchasing power due to COVID-19, Handep is currently focusing on making smaller, more affordable items such as wallets and ID card holders. (Courtesy of Handep)

Meanwhile, designer Riri Rengganis of Bandung, West Java, who founded the hand-embroidered contemporary kebaya line Indische and the eponymous Rengganis line, said she saw revenues decline 40 percent in February and slump a further 80 percent in March.

Randi and Riri both said they no longer thought about making a profit and were instead focusing their efforts on maintaining a positive cash flow to retain their employees and business partners.

They have also quickly diversified their products to cater to what customers most need during the epidemic and attendant economic contraction.

“Now we are focusing on making small, cheaper items like wallets and passport holders instead, encouraging people to buy these as gifts to stay connected with their loved ones,” Randi said.

To support farmers in Kalimantan, Handep is now selling locally produced honey on the advice of sociopreneurs, who have been selling herbal products to cater to people’s need to maintain their health.

Staying stylish at home: Many working women still plan to buy fashion items from local brands — such as those designed by Riri Rengganis — to support local artists and workers and to look good in virtual work meetings. (All photos: courtesy of Riri Rengganis)

Meanwhile, Riri has started manufacturing premium face masks decorated with embroidery, batik patterns as well as lace.

“We have also shifted to producing house dresses that are also proper enough for virtual work meetings,” she said.

Kelly Kluvers, a 30-year-old study-abroad coordinator who lives in Jakarta, said that she had switched from buying big-chain branded clothing to buying locally made clothing to support Indonesian designers, artisans and workers during the epidemic. Kluvers has already purchased “designer” masks from Riri, and planned to order an embroidered blouse.

“I wore one of the blouses she designed for a virtual work meeting and I got a lot of compliments from my coworkers who asked, ‘Where did you get that?’” she recounted.

Premium face masks: Riri Rengganis, a fashion designer based in Bandung, West Java, has shifted to making premium face masks with her signature embroidery patterns to stay relevant during the COVID-19 pandemic. (Courtesy of Riri Rengganis)

Ana Dahlia, a 38-year-old computer engineer in Depok, said that she had ordered several boxes of masks from Riri as well as other local brands like Rianty Batik, Ranihanggo and Oerip.

Randi and Riri have also strengthened their online presence, especially through the Instagram accounts of their respective brands, @handepharuei and @rengganis.id.

“Do not hesitate to share your survival strategies, skills and knowledge to fellow [industry] players. This will help boost brand awareness, [and] gain more followers on social media,” advised Randi.

As for Riri, she said she was spending more time engaging with customers through direct messages on Instagram or on WhatsApp. As a result of these new strategies, her revenue had bounced back to 40 percent in the last week of April 2020.

Riri also remarked that she was grateful for her fellow members at the Indonesian Fashion Chamber, with whom she could exchange ideas and boost her spirit.