Clozette Strengthens Presence in Indonesia, Introduces Cool Japan Ecosystem "Omnichannel" Platform

Startups social content marketing for fashion and lifestyle Clozette introduces the platform omnichannel Cool Japan Ecosystem is the result of collaboration with Cool Japan Fund to strengthen its presence in Indonesia and other countries where the company operates.

"We created Cool Japan Ecosystem multilingual offering a wide variety of Cool Japan content. [..] As part of Clozette Indonesia, this interactive ecosystem accommodates Indonesian people to participate in cool culture experiences," said Founder & Chief Executive Officer Closet Pte Ltd Roger Yuen in an official statement.

The platform was launched in June 2019 as a provider of social content creation, and is distributed with shopping features supported by several e-commerce and other partners. The content provided will specifically discuss beauty, fashion, tourism, and the latest lifestyle in Japan.

In filling the content, the company will attract the community and offer rewards for them. Cool Japan is available in a sub menu that Clozette visitors can directly click on. Available in two languages, English and Indonesian.

Both Cool Japan Ecosystem and Clozette Indonesia look more or less similar. The target audience is the same, women aged 18 to 35 years. What distinguishes it, Cool Japan is more specifically targeting Japanese culture, in contrast to Clozette Indonesia which is more about fashion and lifestyle in general.

"From the start, we realized that Clozette's DNA was in line with Cool Japan Fund's mission to promote Japanese fashion, beauty, culinary, tourism and lifestyle culture to the international scene. We see that Clozette Indonesia has a very large potential consumer demographic to support Cool's success. Japan," added Yuju Kato, COO and CIO of Cool Japan Fund.

The Cool Japan Fund is the latest Clozette investor to enter a Series C round of $10 million (approximately Rp. global standards across sectors.

This funding is claimed to be a testament to the company's success in the market, with the largest contribution from Indonesia. Roger plans to use his funds to create new products, improve quality data driven content and analytics platforms, expand subsidiaries started first in Thailand, expand into new markets, or acquire other companies.

Besides being supported by the Cool Japan Fund, there are also Walden International and Philip Private Equity among investors.

Clozette's Progress

Clozette creates a content creation strategy storytelling combined with editorial authentication tailored to readers' preferences. Since its first presence in 2010, Clozette has had 100 people, spread across four countries in Southeast Asia and Japan.

As a group, Clozette operates in five countries, Singapore, Malaysia, Philippines, Indonesia and Japan. In total, the Clozette site has been visited up to 13,7 million times a month.

Without mentioning in detail, Clozette's growth and profitability are claimed to grow rapidly where revenue growth last year was more than 140%. This is supported by the contribution from Indonesia of 200%.

The Clozette Indonesia site and application has been visited by more than 2 million unique visitors every month. The readers are 99% women, the majority are aged 18-24 years (41%) and 25-34 years (41%). The locations are spread across Jabodetabek, Bandung, Medan, Surabaya and Makassar.

The creators that have been hooked have more than 3.500 people with a collective social reach of more than 600 million people.

Initially, Clozette Indonesia was named Clozette Daily, the result of a collaboration with Female Daily Network in October 2012. But the partnership between the two ended in 2014. Clozette decided to stand-alone with the legal entity name PT Clozette Interaktif Indonesia.