Tune in to Podcast: F.Y.I on Brand Integrity

A podcast is another digital platform to learn and gain more knowledge. This weekend, I spare myself some time to listen to a podcast. The podcast “F.Y.I” was hosted by Bhisma Diandra in East Kemang Radio which can be listened to in Spotify and Google Podcasts. On this occasion, F.Y.I invited two people from the fashion industry, Marshella Jastine as well as Fritz. They speak about brand integrity, how to sustain in this industry as well as about trends in Indonesia.

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Marshella Jastine (@marshellajastine) is an inspiring fashion stylist and creative director in Indonesia. Her huge passion for arts has brought her to what she become today. Despite her young age, Marshella has worked with numerous local brands, including Trope Cosmetics, Shop at Velvet, Callie Cotton, 3Mongkis, etc. Whereas, Fritz is working in a Singapore-based company as a brand consultant and distributor for local and international brands. He majored in Product Designing and has been working for over 10 years in the fashion industry. The brands that he has worked on include Chinatown Market, Jungles Jungles, Mankind, Dominate, etc.

From this podcast, these guests are questioned about several aspects in building a brand and sustaining them in the Indonesian crowd fashion market. These are the opinions and suggestions they gave that I took notes on.

As for Marshella Jastine, a fashion stylist, instead of only following the current trends and consumer demand, she suggested to mold and enhance the brand’s identity when styling or working in any projects. She would consult with the brands before progressing further. She would take several important points that the brand wants to emphasize and refine these points by doing a lot of research. Research in this context is not only about fashion, but every industry including interior, culinary, etc and take notes on what aspect suits the brand. By doing these steps as well as infusing different elements would create a one of a kind design. She also emphasizes experimenting and not being scared to elaborate on the ideas. “Improve. Invent. Sustain.” She said.

Meanwhile, Fritz gave a simple yet right on point answers as a brand consultant. Passion is the most important factor. As when the passion is strong, everything will follow and includes success. He also emphasizes that a brand needs to have a firm unique selling point that will attract consumers. Unique in his context is not about the design, but also the brand’s approach to the consumers, brand characteristics and many more aspects. Decide the path of your business and carve it into something wonderful. Do not scared or worried about the consumer's demand because if you are doing what you love, consumers will feel it and success will come to you gradually.

From this podcast, I learn a lot about what it takes to work in the fashion industry, especially in working with other brands or companies. As this takes not only your name but also others. This encourages me to work as a future fashion stylist and learn in-depth on reviving the current Indonesian fashion industry.

Regards,

ACW

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