Aim for a Special Segment, BrandClozet Doesn't Want to Compete with Big Fashion E-Commerce

Of the many industries that never die, fashion be one of them. Apart from being a basic human need, clothing has also become an inseparable part of the wearer's personality. This also applies to the world E-commerce in Indonesia, where the e-commerce segment fashion continue to grow and develop.

Maybe we can categorize clothing into two broad categories such as casual or formal, which will be divided into many branches. Brand lines have also emerged from coutour to ready-to-wear. Various clothes are presented in luxury boutiques with exorbitant prices to those sold in small distros, but the name choice of style will all return to the wearer. Everyone will have their own characteristics. It is undeniable that humans always want to look different and unique. Not everyone is dragged into the trend, again not everyone is fixated on always appearing posh with a row of names designer famous from head to toe like a free billboard.

Character, taste, event, and pocket will determine a person's style of dress and of course choice brand and their shopping destination. This alone is enough to encourage people in this industry to continue working, giving birth brand and fashion lines ranging from big or small. Everyone has the opportunity to grow.

The emergence of clothing distros in every city shows a market that always needs alternatives and choices in clothing styles. When we talk about distributions, we mean small boutiques as an alternative to shopping, with relatively cheap and affordable clothing prices.

In the field fashion themselves, not all of these small SMEs have shops online. Whereas wider marketing opportunities are open to them. Platforms like marketplace present to provide opportunities for these SMEs to further expand their market network through the internet. Besides marketplace, e-commerce fashion those who attended first also collaborated a lot with brand to join them, help sell their products.

At the end of last year, on December 6, 2013, there was another one fashion e-commerce: BrandClozet with marketing gimmick which carries the campaign for seven days. The clothing products offered on this site are brands from various distributions in Jakarta and Bandung, as well as international brands such as Nicole Lee and Pierre Cardin. Each of these products will be offered with discounts of up to 70 percent. The campaign only lasts for seven days for each product that is being promoted.

"The discount will be adjusted to the item, if the product last season Of course the discount is big. Meanwhile, new products cannot be discounted up to 70 percent," said Detty Wulandari, the originator of BrandClozet.

Promotions with timed campaigns and discounts are nothing new in the world of e-commerce. Including the campaign toonlineSME's are also not something we hear once or twice, this has become the breath that activists always breathe E-commerce. BrandClozet is in the midst of this fiercely competitive market.

"We don't want to compete with these big players who have big funds. Because BrandClozet is purely here to develop SMEs in Indonesia. Holding the owner brand, in small distros to market their products,” he said.

Detty further explained that the products offered have competitive prices, because BrandClozet's own target is teenagers and students. "They no care with brand large, what they want is precisely a unique appearance. If possible people no know what to wear and ask 'your clothes are cool, where did you buy them?'” he said.

BrandClozet is targeting a campaign of 15 brands joining monthly this year, up from five in 2013. “Maybe the numbers are too small, but we did approach the brand directly, and most of them are SMEs who don't understand the details of the shop online. For them, it is important that money flows and there is always money coming in. This means that the goods are sold, because they run a business and have to pay people's salaries, including paying the tailor," he explained at length.

Detty explained that the whole shop's business online taken over by BrandClozet, starting from product shooting, transactions, to delivery of goods.

The seven-day campaign also includes a way to not burden the parties brand the. “There are things that are burdensome for SMEs when they have to join online stores, namely their goods are [detained] for up to three months and it is not necessarily sold out of stock, even though they need money to keep coming in. If they don't sell, they lose. So, seven days is the time to hold the item at BrandClozet, so they also get quick results,” explained Detty.

It's only been a month, no ads and only word of mouth, Detty said pageviews BrandClozet has reached 200 thousand with many transactions happening beyond his expectations. He said he was quite happy with this achievement. "Even products that cost millions were sold."

"Owner brand and these distributions on average already have a strong line of customers. BrandClozet only asks them to tell their customers that their products can be found online,” said Detty explaining the reason why BrandClozet got so much interest.

Detty, who believed in this word of mouth recommendation, told DailySocial that even though BrandClozet is still new and his name is not widely known, he has personally been invited to the Hong Kong Fashion Week as a candidate buyer in the near future.

He also does not want to wait for the Indonesian market to mature and be ready to e-commerce. "The market in Indonesia is not ready. The ecosystem is also not well established. But cook we want to wait E-commerce established in Indonesia first. Meanwhile, the big players from abroad have been unable to come here. Because they see the potential." he said optimistically.

According to her, she doesn't mind growing slowly but steadily growing as she goes along, because Detty said that her goal is to build a community. And in the midst of the problem of trust that is still vulnerable, he emphasized, "The front line of an e-commerce is customer service-his. Customers are not numbers, that's why I say never silence complaints. Every complaint and compliment must always be responded to.”