High street, contemporary, high-end pricing: Indonesia version
Terminology is a series that cover the basic of fashion business and industry. The series aim to guide readers about essential information before diving into more in-depth articles.
Adhering to fashion industry standards, the price of contemporary brands usually hovers at around $100 to $500 (Rp1,400,000++ to Rp6,000,000++), some could go up to $700 (Rp9,800,000++). Luxury, meanwhile, has the starting price of $1,000 (Rp14,000,000++). The price of accessories and small leather goods may vary but they rarely go below $300 (Rp4,200,000++).
However, when converted into rupiah, those price tag would most likely fall under contemporary or luxury pricing.
The image above is to showcase the difference of high street, contemporary, and luxury labels. We do not own these images. They are for educational and information purpose. Image (left to right): Shopatvelvet, Rani Hatta, Monica Ivena
Mass market <Rp250,000
Clothes under this category can be found in the market and pop-up bazaar. Mass-market brands in Indonesia are equivalent to Primark in the UK. In recent years, however, mass-market brands have successfully built their loyal fanbase from social media. Some brands like Rubylicious and Beatrice Clothing have expanded their operations to e-commerce.
High street <Rp500,000
High street fashion started in UK. It refers to clothing you can buy on the high street at town. High street clothes are produced for the masses and they follow the trend season after season.
Considering their price tag, fast fashion brands like Topshop and Zara are definitely not considered as high street in Indonesia. Prices of local high street brands should be set at around Rp99,000 to Rp499,000.
Popular local brands in this category include Shopatvelvet, Nikicio White Label, Komma, Cottonink and Argyle & Oxford.
Contemporary or affordable luxury <Rp3,000,000
Contemporary label is often mistaken with luxury. Contemporary clothes are more accessible than high-end clothes, in terms of occasions and price. The market for contemporary label is rapidly growing as more women need stylish clothes that don’t break the bank and carry a prestige when worn to a party or public setting. Contemporary label is simpler and more modern than high end and haute couture.
As mentioned above, based on the price tag alone, Zara, Topshop and Marks & Spencer would easily fall under this category. The price of local contemporary brands starts from Rp500,000 to Rp1,800,000. Depending on the products, it could go up to Rp2,000,000 and above.
Brands in this category are Wilsen Willim, I.K.Y.K, Peggy Hartanto, Maryalle, Sejauh Mata Memandang, Jii Gloria and Rani Hatta to name a few. For clothes with more intricate details, the price can go as far as Rp2,5000,000.
Luxury Rp2,000,000<
High-end or luxury brand is more established than contemporary and has roots of heritage to the design. Luxury brand or fashion house also produces haute couture. Haute couture is made-to-measure, bespoke, and high quality garment that is handcrafted by highly skilled artisans. Cost of haute couture garment can easily go up to 50 to 100 times higher than ready-to-wear garment from a fashion house.
The easiest way to tell apart luxury from contemporary is the entry price of a basic product. A top from a contemporary brand normally carries a price tag of Rp500,000 to Rp900,000 while price of a basic shirt from luxury brands can go Rp2,500,000 upwards.
When it comes to luxury, the country’s finest couturier is probably the first thing that crosses most people’s mind. The price of ready to wear can start from Rp2,000,000. Tops from Sapto Djojokartiko and Toton are normally priced at around Rp5,000,000 and above.
In Indonesia, majority of haute couture garment are catered to brides. Designing bespoke bridal gown is a profitable business in the country because many perceive wedding day to be the most important day in life. Hence, going all out for wedding reception is justified.
Well-known haute couture designers in the country are Hian Tjen, Yefta Gunawan, Adrian Gan, Yogie Pratama, Monica Ivena, Rinaldy Yunardi, Tex Saverio, and many more.
The price above is for clothing. Stay tune for accessories.