Space for independent Indonesian fashion brands to meet consumers\ndirectly is expanding. The Canopy Room, a platform that curates various\nlocal fashion brands, has now opened its first permanent outlet at Plaza\nIndonesia, Jakarta.<\/p>\n
The outlet marks a continuation of The Canopy Room\u2019s journey, which\ninitially launched online approximately eight months ago. The\nestablishment of a physical store follows feedback from consumers who\nwished to see and try on products from brands they had previously\ndiscovered online.<\/p>\n
The Founder and Creative Director of The Canopy Room, Anita\nAnastasia, stated that public response during the soft opening period\ndemonstrated significant interest in local brands that are not yet\nwidely known. \u201cMany of the brands in The Canopy Room were unknown to\npeople from the start. One of our core focuses is indeed how we discover\nnew brands,\u201d said Anita.<\/p>\n
According to her, some consumers only recently discovered that the\nbrands featured in the store are local products. This indicates that\nthere remains a significant opportunity for Indonesian brands to expand\ntheir recognition among consumers.<\/p>\n
Currently, The Canopy Room curates brands from various regions,\nincluding Surabaya, Bali, and Bandung. The selected brands include not\nonly established labels but also relatively new brands.<\/p>\n
Anita noted that the curation process does not solely depend on a\nbrand\u2019s existing fame. A primary consideration is the brand\u2019s identity\nand digital presence, including how they build their image and\ncommunicate their product\u2019s character.<\/p>\n
Following this, the team conducts in-person meetings to inspect and\ntry the products. This process considers the diversity of consumer\ncharacteristics, including body types and skin tones.<\/p>\n
\u201cWe try them one by one. We ask whether this is truly for us, whether\nwe ourselves would want to wear it. Usually, that is how it starts,\u201d\nAnita explained.<\/p>\n
The next stage involves ensuring the alignment of vision between The\nCanopy Room and the participating brands. Through this approach, The\nCanopy Room strives to present brands that each possess a unique\ncharacter while still fitting within a single curated collection.<\/p>\n
For the physical outlet, the brand composition will rotate\napproximately every three months. Meanwhile, each month, brands within\nthe store may introduce exclusive products available only at The Canopy\nRoom.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/the-canopy-room-opens-first-physical-store-at-plaza-indonesia-1789908801", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }