What's up with lackluster ready-to-wear?<\/p>\n
Muara Bagdja, Contributor, Jakarta<\/p>\n
The local ready-to-wear industry is best described as dormant.
\nWhile we think we have Indonesian fashion, in reality it is quite
\ndifficult to find dresses bearing the brand names of our
\ndesigners in most places in this country.<\/p>\n
It is true that almost every month there is at least one
\nfashion show featuring the work of a particular Indonesian
\ndesigner. Our women's magazines also carry frequent reports on
\nthe progress in Indonesian fashion and do their best to introduce
\nlocal designers.<\/p>\n
But you may find it hard going to find their creations in
\ndepartment stores and other places. What we read about in the
\nmass media publications are usually exclusive works that are made
\nto order, which some observers consider a sign of progress.<\/p>\n
In reality, ready-to-wear products have become increasingly
\nmore difficult to obtain because many designers have only a few
\nplaces where they sell their products and therefore cut down on
\ntheir production level. Several designers have reportedly closed
\ndown their outlets.<\/p>\n
In a famous department store in Jakarta, for example, there
\nare only nine counters left for Indonesian designers.<\/p>\n
Given the fact that fashion creations must be enjoyed by as
\nmany people as possible, and not only by a particular group of
\nsociety, the progress in the fashion world in any country must
\nentail the development of the ready-to-wear garment industry.<\/p>\n
Ironically, Indonesian consumers can easily find ready-to-wear
\nproducts from South Korea, Thailand and China.<\/p>\n
A blouse in a trendy design is obtainable for a mere Rp
\n50,000, for example. As the quality is satisfactory, consumers
\nhappily buy the products.<\/p>\n
The influx of foreign garment products into the country is a
\nresult of the introduction of the Asia-Pacific liberalized market
\nsystem in 2003. In such a market, the principle of \"the survival
\nof the fittest\" prevails. As a result, Indonesian ready-to-wear
\nproducers can no longer compete with their foreign rivals in
\nterms of production capacity, quality, prices and even models.<\/p>\n
Does this miserable condition mark the end of the local
\ndesigners' ready-to-wear industry? We hope not.<\/p>\n
Of course, the country's ready-to-wear garment industry should
\nnot be accorded protection against imported garment products
\nbecause it would not solve the fundamental problems.<\/p>\n
Naturally, given the unfavorable condition of the ready-to-
\nwear industry, the players in the country's fashion industry want
\nto see the presence of a fashion distributor. Such a distributor
\nmay act like a promoter for ready-to-wear designers.<\/p>\n
He will take charge of matters related to the production
\nsystem, marketing and promotion, the three main weaknesses of
\nmany Indonesian designers.<\/p>\n
As a promoter, this distributor will also play his role as a
\nlink connecting capital holders, textile factories, garment
\nmanufacturers and sales outlets (department stores, shops or
\nboutiques).<\/p>\n
Then, what role will the designers play?<\/p>\n
They can tap into their creativeness in their designs. They
\nstill have their reputation among middle-class consumers in major
\ncities or in the regions. What's more, these designers are
\nstrongly motivated to promote Indonesian fashion.<\/p>\n
Obviously, financial support is needed because production
\ncosts and the prices of raw materials (from yarns to textiles)
\ncontinue to soar. These garment products must be mass produced to
\ncut costs. Manufacturing these products as a home industry
\nundertaking, as many designers continue to do, must no longer
\ncontinue as it only raises the cost of production.<\/p>\n
Producing garment products on a large scale will lead to
\nregular garment collections, a practice that will lure buyers to
\nbuy the products offered. If not, the impression is that the
\nproducts are unattractive and do not sell well.<\/p>\n
Who will be ready to take up the position of distributor,
\nthen? Indeed, we have quite a few big and successful
\nbusinesspeople, but how many of them are ready to take up fashion
\nas their business?<\/p>\n
Distributors and players in the fashion world must come up
\nwith a suitable system to promote the country's ready-to-wear
\ngarment industry. If this happens, fashion designers will no
\nlonger be viewed as people concerned with their idealism and
\ncreativity but who stubbornly ignore the business side of their
\njob.<\/p>",
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