Why Should Scandinavian Fashion Brands Expand to Indonesia? thumbnail

Why Should Scandinavian Fashion Brands Expand to Indonesia?

The Scandinavian countries Denmark, Norway, and Sweden have long been recognized and respected for their deep sense of connection to mother nature, as well as their interesting Ethical Fashion Brands that are committed to making a difference in the industry, without forsaking a good sense of style. 

Denmark, for example, is highly looked up for its minimalistic fashion style. Yes, the Danes feel content with their casual yet comfortable daily outfits. They don’t mind wearing a pair of old but quality sneakers to work, like a saying that goes in the country “better go for quality than quantity”. Sweden, on the other hand, is a country well-known for its marvelous taste in fashion, from timeless vintage to the art of styling basic denim jeans with an elegant coat. Overshadowed by its neighbors, Norway doesn’t want to fall back behind when it comes to fashion. Similar to the Danes, Norwegians also love practical and warm outfits. 

Recently, with Indonesia Fashion Chamber declaring its focus on Sustainability starting 2020, designers are moving towards circular fashion (Luxiders Magazine, 2020) that brings forward simplicity and class. 

Many Indonesians have since then started to realize that they should alter to sustainable clothes that can last for a long time with more care towards the environment, for the sake of preserving the earth. 

Just like Jakarta with its 5 Eco-friendly Fashion labels such as Kana Goods, Bali is also proud to present four of its sustainable clothing brands that are crafted with creativity and noble local stories, from making timeless bohemian-alike pieces that bring tranquility and inner peace to empowering women and reducing poverty. Indigo Luna, one of these brands, is an Australian eco-conscious manufacturing practice that is massively inspired by Scandinavian simplicity and is flavored on the Island of Gods, Bali, Indonesia (The Design Story, 2021).

There are, indeed, a few similarities between the Scandinavian fashion style to Indonesian. Lying along the equator, Indonesia’s climate tends to be relatively even year-round. When it’s around June or July (summertime in Scandinavia), people will most likely go to Bali for a vacation, and thus wear their simple vacation wear. On the opposite, they will usually go for modest clothing, as  87% of the Indonesian population is Muslim. Therefore, basic trousers and sweaters are common and thriving in the country.

Other than that, Indonesians love vintage clothing and prefer to shop online, through Instagram, for example. However, the people also shop through Bukalapak, Lazada, or Tokopedia; the top 3 eCommerce marketplaces in Indonesia that sell vintage items, as well. Pasar Tanah Abang, Pasar Baroe, and Pasar Mayestik are some legitimate thrift shops in Jakarta that you might as well want to note. 

One might ask, what about the price, then?

The price for a piece of clothing that you pay in the Scandinavian countries is, indeed, different than what you pay in Indonesia. However, before you jump to any conclusions, Indonesia is now looking at a growing number of middle-class who can afford to buy quality products at relatively higher prices, as they have moved towards eco-friendly fashion.   

Surprisingly, a number of Scandinavian fashion brands have successfully built their recognition in Indonesia for some years. With H&M being the leader in fast fashion, other notable Scandinavian brands include Acne Studios, Ganni, Vero Moda, NA-KD, Only, and Happy Socks. Eco-friendly fashion brands namely Nudie Jeans, Fjallraven, and House of Dagmar have built their presence in the country, as well.

Needles to say, as a country with over 165 million online shoppers (Statista, 2021), that has shifted to online shopping since the pandemic, with an average of 4.3 hours spent online per day – twice the US average (McKinsey&Company, 2021), eCommerce has increased by 110% during the pandemic in Indonesia, due to the massive youth population and access to mobile phones and the internet (Google, Temasek, Bain & Co., 2020).

This is why boosting Ethical and Sustainable Fashion, echoed for decades by the Scandinavians, has become vital in the country, especially in the growing urban cities like the Glimmering Capital Jakarta, the Massive Java Island including Surabaya and Semarang, as well as the City of Arts, Culture, and Fashion Denpasar, with high purchase of products.

Now, if you are a Scandinavian Fashion Brand looking for a new adventure in Southeast Asia, set sail to Indonesia, where an unforgettable eth(n)ical journey awaits!