Buying world-famous brands in local boutiques

Mon, 14 Apr 2003, 00:00 WIB

Sudibyo M. Wiradji
The Jakarta Post
Jakarta

Most fashion lovers and career women care a great deal about
where they buy their clothes and accessories, because they take
quality, design and brand into consideration when making
purchases.

For such particular buyers boutiques might be the first
choice. Unlike department stores where most people commonly buy
these items, boutiques provide men's and women's wear in a
limited number because they emphasize quality and exclusivity
while keeping up with the latest trends.

In addition to comfort and convenience, boutiques also provide
better service, with "privacy" a particular emphasis. But above
all, the clothes sold at boutiques usually have a better cut,
which means the items fit better.

It is no wonder that designer boutiques have regular
customers who keep coming back again and again. In line with the
increasing number of fashion-minded and career women, many local
and foreign designers are selling their products at boutiques in
Jakarta and other big cities in Indonesia.

Nearly all of the malls in the capital feature boutiques, each
with its own typically unique collection. Different boutiques
provide branded items similar to those available in Singapore,
Hong Kong, Italy, France, the United Kingdom and the United
States.

Boutique customers can keep up with the latest trends in
fashion because the fashion houses provide their latest models
for the international market.

Besides men's and women's clothes, these boutiques also
provide other exclusive items, including shoes, bags, belts and
sunglasses.

Compared to clothes from local designers, the prices of
branded items are higher. Prices at boutiques can range from Rp
400,000 (US$47) to Rp 20 million, depending on the brand and
which boutique you visit.

For those who love quality clothes designed by Italian
designers, a visit to Plaza Senayan would be the right move. Here
you can find Versace, Gianfranco Ferre and Ermenegilgo boutiques.

The design, lighting and decorations have been done in such a
way so that the boutiques will resemble those in other countries.

"Under the new concept of making uniform the interior design
of the boutiques under the same brand throughout the world, you
will have the same feeling when you go shopping for dresses in
Milan, Hong Kong or New York," said Lindawati, public relations
and promotions manager for PT Busana Perkasa Abadi, which
operates the boutiques.

You can also find Versace boutiques in Plaza Indonesia and
Pondok Indah Mall.

Other boutiques that sell branded items include Marks &
Spencer, Prada, Hugo Boss, Gucci, Gianfranco Ferre, Emenegildo
Zegna and Skalvatore Ferra Gamo.

The United Kingdom-based Marks & Spencer has established
boutiques in SOGO-Plaza Senayan, SOGO-Plaza Indonesia, Pasaraya
Grande, Taman Anggrek Mall, Pondok Indah Mall and Kelapa Gading
Mall.

At the Marks & Spencer boutiques you can find a broad range of
clothes, including ladieswear, menswear, lingerie and
childrenwear.

For ladieswear, the boutique offer formal and casual dresses,
footwear and accessories in classical styles.

"The dresses are for women above 45," said an assistant at
Marks & Spencer.

Marks & Spencer products are known for their quality and
value. "The collections are always trendy, with the change of
models made along with the change of seasons -- spring, summer,
fall and winter," said Endang Wahyuni, assistant manager of PT
Mitra Adi Perkasa, which manages the boutiques.

Prices at Marks & Spencer range from Rp 99,000 for underwear
to Rp 1,900,000 for a blazer.

Boutique Prada at Plaza Senayan features formal dresses for
women in contemporary styles.

"In parallel with the dynamic feature of the Prada brand, the
products are best suited to women who always keep abreast of the
latest fashions," said Mira Delima, public relations and
advertising manager of PT Mahagaya Perdana, which manages Prada
and BOSS Hugo Boss boutiques.

At the BOSS Hugo Boss boutique, you can find both male and
female clothes displayed in an elegant room with a dark brown
wood floor.

The prices for Prada products are around Rp 15 million and
BOSS Hugo Boss products carry price tags of between Rp 1 million
and Rp 8 million.

For those who love clothes by Indonesian designers, there are
now more choices of boutiques with the establishment of a new
fashion center called The Catwalk in the Kelapa Gading Mall. The
fashion center, located on the first floor of the mall, houses 29
boutiques.

The one-stop fashion center features clothes from the
country's top designers, including Poppy Dharsono, Prayudi,
Stephanus Hamy Kanaya Tabita and Avis. It provides a variety of
clothes, including casual, formal and Muslim clothes, with prices
ranging from Rp 175,000 to Rp 5 million.

For those with a thing for jewelry, particularly
unconventional, bold and inspiring pieces, check out Island
Jewels, which specializes in obsidian stones. Island Jewels'
collections are set in classic handcrafted sterling silver.

Its designs include the Clover Collection, Moon Collection and
the Daisy Collection. Currently, the collections are available at
Pasaraya Grande, and will soon be available in Pondok Indah Mall,
Plaza Senayan and other leading malls in the capital.