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."