Few takers as local designers put on bazaar

Few takers as local designers put on bazaar

By Agni Amorita

JAKARTA (JP): It is an unusually busy December this year, with
Christmas, the fasting month of Ramadhan and the New Year, with
its added punch of the turn of the new millennium.

For many, it's time to splurge on new clothes. Malls and
fashion designers are bringing down the ax in a war of prices and
discounts.

To compete with established malls and shopping centers, with
their offers of "more than 50 percent discounts", local designers
are working hard to plug their products. A popular approach is
through holding fashion bazaars.

Four fashion bazaars were held in town last week, with the
biggest one the designers' weeklong bazaar in Hotel Borobudur,
Central Jakarta. Famous names like Ghea Panggabean, Adjie
Notonegoro, Itang Yunasz and House of Prajudi stood side by side
with their younger generation designers and accessories
producers, including stands touting cosmetics and diet capsules,
in the bazaar.

The designer bazaar was held by fashion designer Ramli's
event organizer, Ram Sarwigo.

"For 1999, this is our sixth designer bazaar," said Ramli,
whose stand swarmed with his loyal costumers. It was not as
crowded among the 27 other stands.

"Maybe people didn't get our message that we are offering very
reasonable prices here," Ramli said.

"I sell my collections at 70 percent price reductions," said
senior designer Itang Yunasz. "All of my fashion pieces here are
offered below Rp 100,000. You can even buy a dress for only Rp
45,000."

Adjie Notonegoro also sold his collection for under Rp 100,000
per piece while Kanaya Tabitha gave a more than 75 percent
discount on her long dresses.

"Previously the prices of the dresses were Rp 800,000 each but
for this occasion I let it go to Rp 200,000," she said. Still,
there were few takers.

Younger designers were enthusiastic about the bazaar.

Carend Roan Delano, 19, said the few visitors to the event did
not make a difference to sales. "I can't say so because for the
first three days I have earned more than Rp 4 million.

"On the other hand, this bazaar is very effective for young
designer like me to promote my works in public, especially to
Ramli's middle and upper class customers."

Carend, who took only three days to create 40 new designs for
the bazaar, spent Rp 2.5 million to participate.

He considered it a relatively inexpensive cost.

"That amount was not only to hire a space for my stand but
also for two fashion shows with leading Jakarta models and other
promotions."

Kebaya (traditional blouse) designer Marga Alam, who has been
in the fashion industry for two years, agreed with Carend.

"The effect can be seen later," Marga said. "The visitors are
not limited because at first maybe they only want to see it,
later, if they want to buy, they will come again."

He admitted the bazaar was important for spreading the word
about his designs.

"As new designers I need it to introduce people to my
existence. And, in my case, this trick did work."

He shared his previous experience after joining the same event
last September. "I don't mind if people don't buy my products now
as long as they keep my name card," he laughed. "Because there is
the strong possibility they will look for my work later on."

Marga's collections, which are 100 percent Indonesian lace,
were offered from Rp 3.5 million per set, consisting of a kebaya
plus batik stole and skirt.

Ramli also expressed optimism. "Next year I will hold the same
event in January for traditional wedding and in March for a male
fashion bazaar."