Beyond Bandung and what’s in it for fashion brands
Fashion industry in Bandung - Part 3
6 local brands, Mantra by Sense, Pix and Stacy, Collage Kit, Doshoes, Legam and Opsy, share their insight on consumers and industry players in Bandung.
In 2018, Doshoes founder Lambang Pranata launched a new venture after pausing the operation of his brand for a year. He utilises his crafters and provides manufacturing service for brands. It is a solution to support Doshoes and provide additional revenue stream while he restructures his brand’s art direction.
Plans don’t always work out. Brand has to figure out solution to keep the cashflow and operation going even if the collection is not doing well in the market. It’s a common problem that fashion brands will face.
In a city where consumers easily move on to next trend, founders have to prepare list of back-up plans. Collage Kit, for instance, is starting to feel the shift in Bandung in spite of high demand from other cities. The brand stated that its supply is still low compared to the demand it receives.
“You know the hype is fading when people start to think it’s ridiculous to be seen in that outfit,” said Collage Kit co-founder Firdaus Santana. When the hype fades, it’s time to expand to other cities. “We sell at e-commerce marketplace so we can reach nationwide.”
“A lot of brands that used to be so huge in Bandung has died down here but remained huge in other cities,” said Mantra co-founder Firdhan Suryadi. “They’re even bigger.”
Founders should not be dictated by the word ‘fashion.’ There is no limit in being creative. Running a fashion brand doesn’t mean that the options are restricted to clothing, shoes and bags.
Before founding Mantra, both founders run an interior agency called By Sense. The revenue from By Sense allows the founders to fund Mantra’s first collection. This year, the founders launch a new brand called Heim that sells pottery products, garden scape and plants.
Otherwise, founders can branch out to other business model like what Pix and Stacy co-founder Patricia Citra does. In addition to Pix and Stacy, Patricia created a multi-brand retailer called Local Cuteness along with Collage Kit’s Firdaus. Patricia is also the co-founder of Collage Kit.
These moves are smart and strategic in tackling the turbulent pace of Bandung consumers. However, the issue runs deeper than what it seems on surface level. If a brand dies down after it reaches its peak, how will the city produce a legacy brand like what Prada is to Milan or Burberry to London? A legacy brand increases pride among the people and it can boost the city’s reputation that will eventually benefit the society.
In order to do so, brands have to plan further as the current situation is not sustainable for the industry. Brands have to build loyalty, cool image and engagement. Staying relevant is the mission and hardest challenge.
Last but not least, consumers have to be involved in preserving the industry. It’s a battle that can only be won when everyone supports each other.