Strategy of "Gamis Bini Orang" Dress Boosts UMKM Sales at Tanah Abang Market Ahead of Eid 2026

Tanah Abang Market is once again demonstrating its influence as a barometer of national Muslim fashion. Ahead of Eid 2026, small and medium-sized enterprise (UMKM) traders at Southeast Asia’s largest wholesale centre are reporting significant sales increases driven by the phenomenon of “Gamis Bini Orang” clothing.

The term, which was initially considered unconventional, has emerged as an economic driver for traders in Blocks A and B. Field observations on Monday (2 March) revealed thousands of buyers from various regions flooding the market aisles in search of this dress model.

The revenue increase is attributed to traders’ ingenuity in branding. The clothing style, which is actually a layered gamis made from premium ceruty fabric, was initially inspired by the fashion sense of actress Inara Rusli. However, to differentiate from last year’s products, traders adopted the name “Gamis Bini Orang,” which subsequently went viral on social media platforms such as TikTok and Instagram.

H. Mansyur, a wholesale trader in Block A, reported that his revenues had increased twofold compared to the same period last year. “Last year the trend was Shimmer; now people are looking for something more elegant but with a unique name. We can sell hundreds of pieces daily, with most buyers coming from regions such as Sumatra and Kalimantan who resell them,” he explained.

This phenomenon has not only benefited shop traders but also revitalised home-based garment production facilities around Jakarta. The high demand has compelled production facilities to work at full capacity to meet market stock requirements.

Marketing experts attribute the success of this trend to the “Information Gain” or unique value in the naming, which contrasts sharply with the actually elegant product design. This generates significant curiosity that results in physical sales conversions.

Although the name has sparked debate online, for Tanah Abang UMKMs, “Gamis Bini Orang” represents a blessing ahead of Ramadan that has restored enthusiasm for offline shopping following the onslaught of imported products on digital platforms. This trend is predicted to reach its peak up until one week before Eid 2026.