Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Periodization of the development of local fashion brand in Bandung
in 1994–2018
W.N.U. Bastaman, A.S. Hardy Shafii
Universiti Sains Malaysia, Penang, Malaysia
R. Febriani
Telkom University, Bandung, Indonesia
ABSTRACT: Bandung, known as the city of education, has attracted many people from various
regions, helping to build an open and diverse atmosphere. Its proximity to Jakarta (Place), the capital
of Indonesia and the largest business center in the country, allowed Bandung to receive information
on the latest trends and business. These two aspects were then able to give birth to many new ideas,
one of which was the phenomenon of the emergence of local fashion brands in Bandung in the late
1990s which continue to grow today. This research maps out Bandung’s local fashion brand from
1994–2018, based on their periodization and genre. This mapping is expected to be a reference for
designers, crafters, entrepreneurs, and industry stakeholders to develop Bandung’s local fashion
brand in the future. This research uses qualitative methods through literature study and secondary
data, further reinforced by interviewing influential designers and people in the industry. As a result,
it can be concluded that Bandung has experienced three periodizations of development of local
fashion brands.
Keywords: local brand, Bandung, creative industry
1 INTRODUCTION
Bandung is the capital of the West Java Province and the 5th largest city in Indonesia. It has
long been known for its beautiful, natural potential. Because of its good air quality, the city of
Bandung was also planned as the Dutch East Indies’ capital replacing Batavia (Kunto 2014). Its
geographical location (Place) naturally attracts many people to stay in Bandung. Besides that,
the location, with its proximity to Jakarta, makes Bandung able to easily receive information on
the latest trends. Bandung is also known as a city of education, another important aspect as it
attracts many young people to live there. The number of young people in Bandung has reached
60% of the total population (People) (Resmadi 2017). The existence of young people with various
backgrounds creates an atmosphere of openness in Bandung, and this conversation then produced
ideas for their environment thereby increasingly making the city of Bandung a more livable place
(Bandung Dossier Team 2013).
Places, people, and ideas are three strengths of Bandung (Ekomadyo et al. 2016). These three
strengths had a significant impact on the city of Bandung in the 1990s. The phenomenon resulted
in the birth of a fashion brand in Bandung, which was then widely adopted in various other cities
in Indonesia. This phenomenon was also reinforced by the emergence of Western popular culture
in Bandung in the 1970s through music (Yujin 2017). According to data from the Ministry of
Cooperatives and Small and Medium Enterprises and the Office of Trade and Industry, the number
of local fashion brands in Bandung in 2012 reached 551. However, in fact, the number may be
more than that because there are still many local fashion brands that only operate online and do
not have a brick and mortar store. Therefore, they are not considered official business entities and
DOI 10.1201/9781003193241-9
45
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Periodization of the development of local fashion brand in Bandung
in 1994–2018
W.N.U. Bastaman, A.S. Hardy Shafii
Universiti Sains Malaysia, Penang, Malaysia
R. Febriani
Telkom University, Bandung, Indonesia
ABSTRACT: Bandung, known as the city of education, has attracted many people from various
regions, helping to build an open and diverse atmosphere. Its proximity to Jakarta (Place), the capital
of Indonesia and the largest business center in the country, allowed Bandung to receive information
on the latest trends and business. These two aspects were then able to give birth to many new ideas,
one of which was the phenomenon of the emergence of local fashion brands in Bandung in the late
1990s which continue to grow today. This research maps out Bandung’s local fashion brand from
1994–2018, based on their periodization and genre. This mapping is expected to be a reference for
designers, crafters, entrepreneurs, and industry stakeholders to develop Bandung’s local fashion
brand in the future. This research uses qualitative methods through literature study and secondary
data, further reinforced by interviewing influential designers and people in the industry. As a result,
it can be concluded that Bandung has experienced three periodizations of development of local
fashion brands.
Keywords: local brand, Bandung, creative industry
1 INTRODUCTION
Bandung is the capital of the West Java Province and the 5th largest city in Indonesia. It has
long been known for its beautiful, natural potential. Because of its good air quality, the city of
Bandung was also planned as the Dutch East Indies’ capital replacing Batavia (Kunto 2014). Its
geographical location (Place) naturally attracts many people to stay in Bandung. Besides that,
the location, with its proximity to Jakarta, makes Bandung able to easily receive information on
the latest trends. Bandung is also known as a city of education, another important aspect as it
attracts many young people to live there. The number of young people in Bandung has reached
60% of the total population (People) (Resmadi 2017). The existence of young people with various
backgrounds creates an atmosphere of openness in Bandung, and this conversation then produced
ideas for their environment thereby increasingly making the city of Bandung a more livable place
(Bandung Dossier Team 2013).
Places, people, and ideas are three strengths of Bandung (Ekomadyo et al. 2016). These three
strengths had a significant impact on the city of Bandung in the 1990s. The phenomenon resulted
in the birth of a fashion brand in Bandung, which was then widely adopted in various other cities
in Indonesia. This phenomenon was also reinforced by the emergence of Western popular culture
in Bandung in the 1970s through music (Yujin 2017). According to data from the Ministry of
Cooperatives and Small and Medium Enterprises and the Office of Trade and Industry, the number
of local fashion brands in Bandung in 2012 reached 551. However, in fact, the number may be
more than that because there are still many local fashion brands that only operate online and do
not have a brick and mortar store. Therefore, they are not considered official business entities and
DOI 10.1201/9781003193241-9
45