In recent years, various local brands have begun to enliven the fashion market in Indonesia. In terms of quality, it is no less competitive than imported brands that have been loved. This local fashion line consumer is dominated by millennials.
Indonesian Local Pride
Founder of the Indonesian Local Pride, Findy, saw improvements in terms of marketing and also the quality of local products.In addition, the price is relatively affordable. According to her, influencers have an important role in raising the degree of local products on the market.
Influencer Marketing
Reporting on impactbnd.com, influencer marketing is the focus of your marketing efforts around individuals that have great impact on the decisions/opinions of potential customers, rather than targeting a general audience. Thereforem There are a ton of benefits of incorporating this kind of campaign like increased brand awareness, but it actually has direct influence on your revenue as well.
Local products are now increasingly in demand by millennials, as well as influencers who campaign for local products and increasing local product media accounts.
The Indonesian Local Pride is an information media and movement to support local brands that have only been established for one year. Every day, this media uploads photos of products from the local fashion line, especially newly launched products. Followers who reach 80,000 accounts indicate that many want to always get updates about local products which are now hype.
Marketing Strategy
A number of local brands show their new faces by rebranding. For example, Compass is rebranding and collaborating with influencer Bryant Notohadihardjo for one of its newest products. Rebranding can be a strategy for local brands to attract new markets. However, it does not guarantee the success of a brand to achieve their targets.
Another thing that affects the sale of local products is the marketing strategy of the product. Therefore, local brands must offer a concept that is in demand by consumers.
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