International brand names attract more shoppers<\/p>\n
Debbie A. Lubis, Contributor, Jakarta<\/p>\n
As the holiday season draws closer and the festive atmosphere
\nfills the air, many international brand outlets have started
\nluring shoppers by offering discount on selected items of up to
\n50 percent. This strategy normally receives a great response from
\nshoppers, especially those with discerning tastes.<\/p>\n
Most of the outlets are located in upscale malls situated at
\nfashionable areas, such as Mal Pondok Indah, Plaza Senayan and
\nPasaraya Grande in South Jakarta. There are also Plaza Indonesia
\nin Central Jakarta, Mal Taman Anggrek in West Jakarta and Mal
\nKelapa Gading in North Jakarta. They offer the finest clothes,
\nlingerie, shoes, bags, and accessories such as glasses,
\nnecklaces, bracelets, etc., with prices ranging from Rp 100,000
\nup to Rp 38 million.<\/p>\n
For quite some time now, well-to-do Indonesians have not
\nneeded to go abroad to purchase top-of-the-range branded products
\nsuch as Christian Dior, Prada, Versace, Louis Vuitton, Celine,
\nand Hugo Boss.<\/p>\n
Whether there is a year-end sale or not, lovers of luxury
\nbrands thrive on browsing in the city's shopping arcades and
\ndesigner outlets. They pay attention not only to the style, cut,
\nmaterial and color of their clothes, but also the most important
\nthing for them -- the brand. They do not mind spending millions
\nof rupiah just for some clothes, a coat or even a bag or shoes.<\/p>\n
These shoppers crave the sense of exclusivity provided by
\nfrequent the line changes offered by these stores.<\/p>\n
\"Buying clothes for me is no longer a question of basic
\nnecessity. It's part of my lifestyle. I don't mind buying clothes or
\naccessories with prices slightly higher than average as long as I
\ncan make others notice and that no one will be wearing the same
\nthing when I go somewhere,\" said Duma, a young executive.<\/p>\n
Amidst growing international brand consciousness among
\nthe country's middle and upper-income brackets, many world
\nfashion names, such as Guess, Marks & Spencer, U2 and Giordano,
\nhave opened stores in Jakarta.<\/p>\n
At the same time, some of the world 's most popular children's
\nwear brands, like Hush Puppies and Osh Kosh B'Gosh, also offer
\nfashionable and contemporary products for kids, including
\naccessories and shoes.<\/p>\n
Many brands that target young people also have outlets here,
\nincluding Nautica, a world famous American brand that strikes a
\nperfect balance between classic design and innovation.<\/p>\n
Spanish brands Mango and Zara, and Miss Sixty, Energie and
\nfcuk from England also aim their products at young people.<\/p>\n
Mango and Zara present a good range of softly structured
\ndesigns. They also provide executive wear in contemporary designs
\nlike iridescent jackets and boot cut pants, which are mostly
\nsuitable for those in the creative line. They also have
\naccessories that include trendy bags, chokers, belts, shoes and
\nboots. A T-shirt from Mango in Plaza Senayan costs Rp 79,000
\nwhile an overcoat can cost up to Rp 2 million. A plaited skirt in
\nZara goes for around Rp 1.1 million, a blouse for Rp 600,000 and
\na belt for around Rp 200,000.<\/p>\n
However, the year-end sales are usually a great help to those
\nwho are fashion conscious but on tight budgets. \"It's time for me
\nto buy branded products now when some outlets offer good
\ndiscounts. Normally, I would have to do the math first before purchasing
\nthem,\" said Andika, a college student. He was busy browsing
\nthrough some T-shirts and accessories at Nautica -- which is
\ncurrently
\noffering 40 percent discounts -- at Plaza Indonesia.<\/p>\n
Some Indonesian designers also produce their own
\nbranded products, such as Biyan by Biyan Wanaatmadja;
\nGhea by Ghea S. Panggabean, Sebastian by Sebastian
\nGunawan; Musa by Musa Widyatmodjo; (X),S,M,L by Biyan; Votum by
\nSebastian Gunawan; and RVG by Ronald V Gaghana. Meanwhile,
\nIndonesian garment producers also offer fine products under the
\nAccent, et cetera, and Country Fiesta brands.<\/p>\n
Local designers' boutiques are found in the Kemang and
\nKebayoran areas of South Jakarta as well as major shopping malls
\nand department stores. One of these is Mall Kelapa Gading 3,
\nwhich has an array of boutiques featuring the creations of 32
\nprominent Indonesian designers.<\/p>\n
The elegant boutique-style shops offer beautiful dresses as
\nwell as modern evening wear, including batik, ethnic clothes,
\ncasual and office wear, evening\/party gowns, cocktail wear and
\nwedding dresses, with the price range being between Rp 160,000
\nand Rp 15 million. These boutiques also offer modern and
\ntraditional accessories, such as uniquely crafted bracelets,
\nearrings, necklaces and other types of jewelry.<\/p>",
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"sponsor": "Okusi Associates",
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