The challenge of advertising fashion in Indonesia

The stages fashion brands usually go through to get their products out are somewhat similar. It starts with social media, endorsement, social media ads, pop-up bazaar and collaboration giveaways then moving on to magazine ads for more established brands, fashion show, launching events, partnership and the optional stage of getting retailers to carry their products.

The most a brand can do is open a store or set up a temporary store at a shopping mall. This is usually done when a brand has hit a certain threshold. If a brand can’t secure a permanent spot, sponsoring or throwing an event and having magazines covered the event are another options to gain exposure.

The most favourable way to market a brand is, by far, endorsing an influencer. Four years ago when social media influencers had just started to gain traction and accept endorsement, it was the best time to endorse them as the platform was not as crowded as today and it felt much more organic compared to what it has become today.

Nowadays with new brands seem to be popping up every day, it is difficult to market and scale a brand solely on influencer partnership. Some brands up their game by launching a capsule collection with influencers. Lending a huge name to a brand is a win-win solution to both parties. The strategy is increasingly popular.

Advertisement landscape in the country is extremely limited for creative industry due to island geography and city development structure. While geographical problem can be easily solved with social media, city development structure remains an issue. For example, shopping malls. Shopping mall is part of Indonesian culture and it makes sense to market a brand there. However, it also comes down to the identity of a brand. The landscape of a mall might not be suitable for streetwear brand since shopping mall is too commercial and the cool off-duty vibe from streetwear just isn’t there. It is also not the right choice to showcase luxury brands unless the mall is catered to high-end consumers. Adding to that, only shopping mall visitors will be able to experience and see the event. Passer by on the road will not be able to see what’s going on inside the mall. Billboards could be an alternative but for independent and start-up label can’t justify the price of billboards.

What more can a brand do to advertise their products aside from relying on connection and fashion showroom?

1. Art installation

In Marina Bay Sands Singapore, brands like Hermes and Salvatore Ferragamo often showcase art installation. Hermes even had an exhibition. Salvatore Ferragamo had a shoe statue at the mall front entrance back in 2011. It became a spot for photo. Providing a spot for taking photos is paying off. Take Paul Smith’s Malibu store for instance. The pink wall is ubiquitous for OOTD photos.

2. Collaboration

The marketing strategy that hasn’t been fully explored by brand is artist collaboration. Yayoi Kusama and Louis Vuitton collaboration in 2012 for instance. Yayoi Kusama’s signature was then translated into garments, bags, and window display of Louis Vuitton all over the globe. The collection sold out instantly.

Hiphop is another obsession that fashion has been getting into lately. From Lil’ Yachty, A$AP Rocky, Virgil Abloh to Kayne West, their collaboration with brands has proven to be cash magnet. Aside from artists and musicians collaboration, fashion brands should also explore brand collaboration like Fenty x Puma, Vetements x Reebok, Supreme x Louis Vuitton.

In #TheMilestone series, Imaji Studio co-founder Shari Semesta stated that collaboration is one of the key of success of Imaji Studio. Familiar faces are memorable to the public.

3. Elaborated content

A story behind a brand that can be developed into content or blog post is a brilliant way to engage with audience. Take SukkaCitta for instance. The concept of the sustainable brand enables the brand to feature the workers behind its clothes that can be developed into a regular content.

Aside from posing and tagging, creating a tailored content is another option for brands and influencers. Alexander Thian’s (@amrazing) collaboration with Traveloka on Zodiac series is a prime example of how to drive engagement from followers to the sponsored post. YouTube series like Hot Ones and Buzzfeed Worth It are good references to tailored content.

Despite the limited advertising space, brands can still be creative in marketing approach. If all else have been done, branching out to other countries and working with overseas influencers should be taken into consideration. Looking at the talent in the country, it is not impossible to reach global recognition.