Local fashion industry grows through content-based commerce
Jakarta (ANTARA) - The local fashion industry continues to demonstrate growth through the discovery commerce ecosystem, which brings together business actors, creators, and consumers via digital content.
“The online trading model based on digital content discovery, discovery commerce, has the potential to accelerate the growth of the local fashion industry,” said Stephanie Susilo, President Director of Tokopedia and TikTok Shop Indonesia, in an official statement in Jakarta on Thursday.
Based on company data, she noted that fashion transaction values in the first half of 2026 increased by 70 per cent compared to the first half of 2025. During the same period, the number of fashion creators rose by 74 per cent, while the transaction value on TikTok Shop generated by fashion creators increased by 95 per cent compared to the first half of 2025.
Meanwhile, data from the Ministry of Industry recorded that the Gross Domestic Product (GDP) of the fashion and craft sector reached Rp120.13 trillion in the first quarter of 2026, an increase of 7.89 per cent compared to the first quarter of 2025. The sector also employs 3.69 million workers from 1.75 million Small and Medium Enterprises (SMEs).
She continued that fashion trends on TikTok, such as the ‘gorpcore’ style which blends outdoor gear with streetwear, as well as women’s fashion trends like ‘GRWM’ (Get Ready With Me), ‘OOTD’ (Outfit of the Day), and ‘3 Ways to Style’ content, demonstrate how content serves as a gateway to finding both inspiration and products.
Local fashion entrepreneurs are also utilising this ecosystem to expand their businesses. She stated that the development of this trading model has prompted the company to introduce ‘Fashion Playground’ as an effort to help local fashion brands leverage the power of content to reach more consumers and achieve sustainable growth.
ANTARESTAR, for example, recorded monthly turnovers of billions of rupiah in 2026 through consistent 24-hour LIVE sessions and collaborations with affiliate creators who actively promote outdoor fashion trends for youths, such as mountain jackets.
The founder of ANTARESTAR, Faiz Daffa, stated that the company now employs more than 100 staff and partners with 60 garment workshops across various regions.
“For us, business growth also means creating more opportunities for the local fashion ecosystem to grow together,” said Faiz, who began building the brand in 2019.
Similar sentiments were shared by the founder of KUKAI, Sharon, who started her business while still in university in 2022. KUKAI has since grown from a solo operation to employing 57 staff.
“Short videos and LIVE sessions are very helpful for our business, particularly for building consumer enthusiasm, especially when launching new collections,” said Sharon.
This year, almost 50 per cent of KUKAI’s transaction value on the platform originated from LIVE sessions, with some recent collections even selling out within the first 30 minutes of a LIVE broadcast. During Ramadan 2026, her turnover reportedly surged threefold compared to regular periods.