Mid-class UK brands lures Indonesia's upper market
Mid-class UK brands lures Indonesia's upper market
The Jakarta Post
Jakarta
Even with a wide variety of quality Indonesian apparel, it seems
the nation's upper market is still fascinated by imported brands,
making middle class British labels among their options.
Predominantly brought to the country by retailer PT Mitra Adi
Perkasa (MAP), several established apparel lines from the United
Kingdom occupy anchor spaces at exclusive malls.
They include Marks and Spencer, NEXT, department store
Debenhams, as well as sports brand Reebok and most recently
personal healthcare outlet Boots.
With these lines, MAP succeeds in luring those seeking
clothing, with probably an added higher self-confidence as a
bonus.
Along with some 45 other brands and concept stores, the total
combined sales of imported labels contributed Rp 2.3 trillion
($2.3 billion) to MAP's 2004 total sales, an increase of almost
10 percent from the previous year.
"We selected brands which have long been established and have
high reputation in the global market," said MAP investor
relations head Ratih D. Gianda.
"Our first fashion brand was NEXT. We opened an outlet in
Plaza Senayan in 1995," Ratih added.
The first NEXT women's wear store was opened in the UK in 1982
and it developed as a retail chain. J. Hepworth and Son, a
company established in 1864, developed the store after acquiring
the chain of Kendalls rainwear shops. Lately, NEXT's collection
has grown to include men's wear, children's wear and interiors.
According to its website, the label receives its products from
factories in Bangladesh, Cambodia, China, Hong Kong, India as
well as Indonesia, aside from having some of their products made
in the UK and Belgium.
In Indonesian cities, mostly in Jakarta, MAP has opened 11
NEXT outlets that adds to the label's 380 stores in UK and around
the world.
Another apparel label, Marks and Spencer, was established at
Indonesia's Plaza Senayan in July 2000. Since then it has
expanded to 14 stores adding to its 400 stores in UK and 150
others around the globe.
The history of the brand dates back to 1884 when Michael Marks
and Tom Spencer formed a partnership that later became a chain of
retail stores offering a variety of products ranging from apparel
to packaged food and beverages.
MAP's latest UK partners are department store Debenhams and
personal healthcare chain shop Boots, both opened in Jakarta this
year in Plaza Indonesia and Pondok Indah Mall 2 respectively.
Debenhams features mostly UK fashion brands such as Red
Herring, Casual Club and Maine, but in Indonesia, MAP has taken
its other non-UK brands inside.
Meanwhile, Boots, which started as a herbalist shop in
Nottingham, has opened two outlets in Indonesia.
Indulging cosmopolitan living and providing the "ultimate
shopping experience" would not be complete without adding sports
items to the basket. MAP has taken the initiative of importing
Reebok shoes and sports apparel since 1990.
Known as the world's oldest shoe brand, born in 1895, Reebok
penetrates the Indonesian market with 13 concept stores
nationwide.
"We are committed in making these brands as well as other
brands grow through our company," said Ratih.