It has been reported that certain segments of the fashion industry have been gaining traction this year: Muslim fashion and modest fashion. The majority of these two segments’ growth is seen in sales through e-commerce platforms. Ever since the fashion segments started experiencing a rapid growth in popularity for the past few years, this consumer trend has continued until this year without fluctuating much.
“Fashion continues to be one of the best-selling categories at Tokopedia. We also noted that during the first semester of 2022, the best-selling products in the Muslim Fashion subcategory included women’s tunics, blouses and rectangular hijabs,” said Aldhy Darmayo, Tokopedia’s Senior Lead for Category Development.
Tokopedia has joined forces with its strategic partners to present the annual Muslim Fash Forward (MFF) campaign until Sept. 9, 2022 to meet consumer demand.
MFF 2022 offers a range of promotional offers, including discounts of up to 90 percent, a maximum Rp 100,000 cashback reward and a flash sale starting as low as Rp 1,000 for Muslim and modest fashion products. The items on offer during this year’s MFF are produced by local micro, small and medium enterprises (MSMEs) that have been developing their businesses as Tokopedia merchants.
Geometric-theme are depicted in the special launch of the brand Deenay. (./.)
The campaign also presents exclusive celebrity launches from brands like Gonegani, Deenay and DOA, all based in Bandung, West Java.
Deputy Tourism and Creative Economy Minister Angela Tanoesoedibjo said she believed that the campaign would help boost sales of Muslim and modest fashion products, especially for local brands. She expressed her appreciation for Tokopedia as it strived to meet consumer demand and contributed to expanding the economy, especially regional economies.
“I want to give my appreciation to Tokopedia, which has been consistent in providing assistance to SMEs in the creative economy to develop their competitiveness and businesses in the digital era,” said Angela.
“Through a variety of breakthroughs and innovations, Tokopedia has succeeded in advancing the businesses of around 12 million MSMEs across Indonesia.”
The regions with the highest increase in the number of Tokopedia’s sellers for Muslim fashion category are three cities that are located on different islands: Palembang in South Sumatra, Balikpapan in East Kalimantan and Pekalongan in Central Java.
Tokopedia also revealed that the greatest increase in regional customers was recorded in Bengkalis regency in Riau, Parepare in South Sulawesi, and Karanganyar in Central Java. Meanwhile, Muaro Jambi and Agam regencies in West Sumatra and West Kotawaringin regency in Central Kalimantan took the top three spots for regions that recorded the largest transactional growth.
Joining MFF 2022 is the brand Gonegani carrying the concept of elegance, simplicity, and charm. (./.)
Tokopedia is known for supporting MSMEs by giving them access to a digital platform with nationwide reach so they can develop their consumer base and grow their profits.
Khairul Gani, the CEO and Founder of Gonegani, attested that the brand had been able to tap into markets all the way to Papua and generate tens of millions of rupiahs in annual turnover since joining the platform. For MFF 2022, Gonegani planned to launch an exclusive collection made from premium materials that exudes elegance, simplicity and charm.
Fashion entrepreneur and Deenay founder Trini Midiati Yuniar concurred: “Every time you participate in a campaign on Tokopedia, Deenay’s transactions can increase up to 70 percent.”
The Muslim fashion brand is also launching a new collection during MFF 2022. “We will launch the latest exclusive collection on Tokopedia with a geometric theme,” said Trini, who has regularly taken part in similar promotional events since joining the platform in 2019.
Modern Muslim fashion brand DOA, founded by celebrity Dewi Sandra, is also offering a new collection that adheres to Islamic law but is still modern and stylish. DOA, which stands for “Dress Only for Allah”, is inspired by Quranic stories and Muslim figures.
“Tokopedia contributes up to 40 percent of DOA’s total sales turnover. Even in 2022, there will be a significant increase in transactions compared to 2021,” Dewi noted.
“At MFF 2022, DOA will present a new exclusive collection [called] Lucia Series, which is inspired by the [Spanish] region of Andalusia, which holds stories about the development of Islam,” she said.