Indonesia Fashion during COVID-19 Crisis
- Audrey Clarissa
- Apr 28, 2020
- 3 min read
Updated: Apr 29, 2020
The world is being hit by Coronavirus, or also known as COVID-19, and is continuously impacting the fashion industry.
COVID-19 is a pandemic that has steadily spread across the world. The virus originated from Wuhan Hubei, with approximately 1,999,628 cases and 128,011 deaths globally as of April 15th. Many countries with a high number of cases, including Italy, France, and Spain, are having partial and total lockdown to prevent more spreading of the virus. (Ilchi, 2020)
The outbreak has become a huge nightmare to everyone and caused numerous negative impacts on industries and businesses, including fashion. Many are struggling to cope up financially in the current situation. Brands and fashion houses across the globe are closing their doors, which includes Chanel, Ralph Lauren, Urban Outfitters, Lululemon, and more. Major events, including the Met Gala and upcoming runway shows, are postponed or canceled. Consumer spending power has also drastically affected too. For this reason, companies and brands are forced to furlough their workers, and others file for bankruptcy. (Ilchi, 2020)
This goes the same with the situation in Indonesia. The impact of the pandemic in Indonesia has led to the implementation of social distancing and work from home (WFH) policies by the Government. Brands and retailers are struggling. They have no choice but to plan up with a game strategy as soon as possible. After analyzing several articles online, these are the strategies implemented by the local fashion labels to refine and sustain their business in this phase.
Brick and Mortar to Internet
Malls and other public areas in Indonesia are shut down with the intention of minimizing the spread of the virus. Cotton Ink, a local fashion label, has been affected by the impact. Ria Sarwono, one of the founders of Cotton Ink claimed that the sales of its products dropped dramatically since early March 2020. Struggling whilst maintaining the business, Cotton Ink took a huge decision in an attempt to save its brand from the crisis by closing its brick-and-mortar outlets and focuses on retailing online. In this kind of urgency, the pressure to shift online bears more weight than before. ("Brand Fashion Lokal pun Kena Dampak Virus Corona, Penjualan Terjun Bebas", 2020)
Reported from The Indonesian Retailers Association (Aprindo), the increasing trend in online purchasing is up to 20% amid the spread of the Covid-19 outbreak.
Although the country is currently in a huge depression, there is good news to talk about. Due to the lack of protective equipment available for the medical workers in the midst of Covid-19 pandemic has knocked on the hearts of countless designers and business owners of the country to contribute a helping hand. They are repurposing its business to help those in need and are shifting to produce protective equipment, especially masks and surgical gowns, to join the cause and donate it to be used by the front-liners who are in dire need. These local designers and companies include Anne Avantie, Cotton Ink, Major Minor, Hian Tjen, Cynthia Tan, Sejauh Mata Memandang, ATS The Label, and more. (Ngantung, 2020)
Reported from CNN Indonesia, Hian Tjen has distributed over 700 protective pieces of equipment to Kalimantan, Maluku, as well as West Papua. With the following act, Major Minor has donated a total of 1000 face masks by utilizing unused fabrics from their warehouse.
Simply stated, the pandemic has very much changed the direction of the fashion retail outlook. With the current vague condition, brands and retailers must take it as a beneficial moment to learn crucial insight that may help to tackle their businesses. Major Minor, for instance, is testing the ability of its label to adapt and improve the online retailing aspect.
However, after all this pandemic, the world would never be the same anymore. While this pause of life may be seen as an opportunity to re-organize, this effect has also urged the industry to think and re-think of what could possibly happen and be done to improve once the situation clears.
Ilchi, L. (2020). Coronavirus Impact: How the Epidemic Has Impacted the Fashion Industry. Retrieved 26 April 2020, from https://wwd.com/fashion-news/fashion-scoops/how-coronavirus-effecting-fashion-industry-trade-shows-stock-prices-1203508244/
Ngantung, D. (2020). Bantu Tenaga Medis, Sejumlah Desainer Indonesia Kompak Bikin Hazmat. Retrieved 26 April 2020, from https://wolipop.detik.com/fashion-news/d-4962861/bantu-tenaga-medis-sejumlah-desainer-indonesia-kompak-bikin-hazmat
Tobing, C. (2020). REMOTELY: The COVID-19 Impact on the Fashion Industry - Manual Jakarta. Retrieved 28 April 2020, from https://manual.co.id/article/remotely-covid19-fashion-industry/
Utami, S. (2020). Imbas Covid-19, Tren Belanja Ritel Online Melonjak 20%. Retrieved 28 April 2020, from https://www.medcom.id/ekonomi/ekonomi-digital/yNLGdE6K-imbas-covid-19-tren-belanja-ritel-online-melonjak-20
Brand Fashion Lokal pun Kena Dampak Virus Corona, Penjualan Terjun Bebas. (2020). Retrieved 29 April 2020, from https://wolipop.detik.com/fashion-news/d-4964252/brand-fashion-lokal-pun-kena-dampak-virus-corona-penjualan-terjun-bebas
Comments