Table 3. The Local Brand Era (2008–now)
2008
2009
2010
2011
2013
2014
2017
Happy Go
Lucky or
well known
as HGL, the
first curated
local brand
store,
established
in Bandung
•
•
First
Brightspot
Market held
in Jakarta.
Brightspot
Market
become a
barometer
for similar
events in
other cities,
especially in
Bandung.
•
•
•
Facebook,
Kaskus, and
Blackberry are
widely used as a
marketing
channel and the
“online
shopping”
phenomenon
began to spread
Brodo, a
footwear brand,
established
Trademark
Market held in
Bandung
Kaskus thread:
Indonesian
Brands
-One Stop
Fashion Newsestablished
Instagram began
to be widely
used as a
marketing
channel and
made people
easier to online
shopping
Local brand
starting with
social media and
building web
stores
•
•
People familiar
with the
marketplace
(Tokopedia,
Shopee, Zalora,
etc.)
Some local
brands also
launched
physical stores
information platforms, such as Kaskus and BlackBerry Message Group. With more open access
to information from the Internet, a new concept of local fashion brands emerged. Agit Bambang
from Amble Footwear and Fahmi from Hijack Sandals (2019) said that the Local Brand has its
specialty, such as footwear, bags, or jewelry. This is different from the Distro that provides the
entire product from head to toe. Anya Kardin from Kar Jewelry (2019) said that Instagram’s birth
opened up online shopping opportunities. Although the Local Brand already has a website, major
sales channels are still through WhatsApp, Line, email, or marketplace. However, in the last three
years, people are more familiar with using the site and the advent of markets that generally use the
website base.
3 CONCLUSION
The local fashion brand in Bandung experienced three periods of development. Distro, Clothing
Company, or Local Brand are local fashion brands. The name Distros is already attached to several
local fashion brands born in the late 1990s or 2000s. In the era of Distro and Clothing Company,
more focus is on developing apparel products that complement one another from head to toe, making
the products offered more specialized in the period of Local Brands. Distro or Clothing Company,
generally very attached to a particular music genre or music community. But in Local Brands
usually, they complement each other to define specific communities. This research is expected to
provide a map of local brand development periodization in Bandung’s city. It could guide young
entrepreneurs to understand business development in Bandung and allow them to make business
forecasts.
REFERENCES
Aritenang, Adiwan. 2012. The City of Bandung: Unfolding the Process of a Creative City. SSRN Electronic
Journal. 10.2139/ssrn.2295227.
Ekomadyo, Agus Suharjono & Pradita Candrawati. 2016. Kriteria Placemaking untuk Fashion Hub. Prosiding
Temu Ilmiah IPLBI 2016.
Bandung Dossier Team. 2013. UNESCO City of Design Bandung. Application.Bdg.
Data Statistik dan Hasil Survei EKONOMI KREATIF Kerjasama Badan Ekonomi Kreatif dan Badan Pusat
Statistik. 2016.
Ekonomi Kreatif Bandung. 2018. http://creativeconomy.bandung.go.id/. Https://en.unesco.org/creativecities/bandung (2015)
48
2008
2009
2010
2011
2013
2014
2017
Happy Go
Lucky or
well known
as HGL, the
first curated
local brand
store,
established
in Bandung
•
•
First
Brightspot
Market held
in Jakarta.
Brightspot
Market
become a
barometer
for similar
events in
other cities,
especially in
Bandung.
•
•
•
Facebook,
Kaskus, and
Blackberry are
widely used as a
marketing
channel and the
“online
shopping”
phenomenon
began to spread
Brodo, a
footwear brand,
established
Trademark
Market held in
Bandung
Kaskus thread:
Indonesian
Brands
-One Stop
Fashion Newsestablished
Instagram began
to be widely
used as a
marketing
channel and
made people
easier to online
shopping
Local brand
starting with
social media and
building web
stores
•
•
People familiar
with the
marketplace
(Tokopedia,
Shopee, Zalora,
etc.)
Some local
brands also
launched
physical stores
information platforms, such as Kaskus and BlackBerry Message Group. With more open access
to information from the Internet, a new concept of local fashion brands emerged. Agit Bambang
from Amble Footwear and Fahmi from Hijack Sandals (2019) said that the Local Brand has its
specialty, such as footwear, bags, or jewelry. This is different from the Distro that provides the
entire product from head to toe. Anya Kardin from Kar Jewelry (2019) said that Instagram’s birth
opened up online shopping opportunities. Although the Local Brand already has a website, major
sales channels are still through WhatsApp, Line, email, or marketplace. However, in the last three
years, people are more familiar with using the site and the advent of markets that generally use the
website base.
3 CONCLUSION
The local fashion brand in Bandung experienced three periods of development. Distro, Clothing
Company, or Local Brand are local fashion brands. The name Distros is already attached to several
local fashion brands born in the late 1990s or 2000s. In the era of Distro and Clothing Company,
more focus is on developing apparel products that complement one another from head to toe, making
the products offered more specialized in the period of Local Brands. Distro or Clothing Company,
generally very attached to a particular music genre or music community. But in Local Brands
usually, they complement each other to define specific communities. This research is expected to
provide a map of local brand development periodization in Bandung’s city. It could guide young
entrepreneurs to understand business development in Bandung and allow them to make business
forecasts.
REFERENCES
Aritenang, Adiwan. 2012. The City of Bandung: Unfolding the Process of a Creative City. SSRN Electronic
Journal. 10.2139/ssrn.2295227.
Ekomadyo, Agus Suharjono & Pradita Candrawati. 2016. Kriteria Placemaking untuk Fashion Hub. Prosiding
Temu Ilmiah IPLBI 2016.
Bandung Dossier Team. 2013. UNESCO City of Design Bandung. Application.Bdg.
Data Statistik dan Hasil Survei EKONOMI KREATIF Kerjasama Badan Ekonomi Kreatif dan Badan Pusat
Statistik. 2016.
Ekonomi Kreatif Bandung. 2018. http://creativeconomy.bandung.go.id/. Https://en.unesco.org/creativecities/bandung (2015)
48