1. Startups

iStyle Business Development and Strategy After Rebranding

Currently iStyle has 1,5 million members with 2,5 million monthly visitors

The huge demand for beauty and lifestyle products is a focus for iStyle, as a platform E-commerce concept online malls. After doing rebrandinglast year, now they continue to focus on expanding their product line, including by presenting fashion brands Korea like Marhen J & Find Kapoor followed by various merchandise and K-Pop albums.

The company's focus on Korean products is supported by research released by the Korean Foundation for International Cultural Exchange (KOFICE) in 2021, Indonesia is a country with a high interest in Korean wave. Based on this research, Indonesia is the 4th highest country in the world that is most interested in Korean culture. 1 in 2 Indonesians like Korean things, from movies, dramas, music, and other entertainment programs.

“Korean Trend wave This also influences people's product preferences and becomes an inspiration for them to live their daily lives, and this can be seen from how Korean products are the most sought after by iStyle.id customers," said iStyle CEO Steven Calvin Victory.

The changes made by the company last year stemmed from changes in the organizational structure and also from the lessons learned during the four years of operation.

The pandemic and plans for 2022

During the pandemic, iStyle saw a change in the lifestyle of most of their users. The pandemic has changed people's shopping behavior in meeting their needs, seen from the significant increase in the category groceries at the beginning of the pandemic (March-May 2020) ago.

To DailySocial.id, iStyle CMO Ardi Sudarto revealed that demographically, their main users are women aged 22-35 years. However, users aged 18-22 and above 35 are also the target of iStyle users, because it is in line with the products offered.

These users generally live in big cities in Indonesia such as Greater Jakarta, Surabaya, Makassar, and Medan. Currently iStyle has reached 1,5 million members with 2,5 million monthly visitors.

"In 2021, because people are used to shopping online, improvements in other categories like beauty, Korean fashion, and sports also seen especially at certain times," said Ardi.

Next year there are several plans that the company wants to carry out, including strengthening the shopping experience Online-to-Offline (O2O) via Offline Store iStyle.id such as Marhen J x iStyle for K-Fashion which is located at Lotte Shopping Avenue, K-Point which is a Korean Convenience Store located at Wisma 46, and other shops offline other.

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"This is done so that customers can see directly the products sold on iStyle and can shop online and offline easily," said Ardi.

Since its release in 2017, this site takes the concept mall in mall which provides alternative solutions for shopping products from Lotte Shopping Avenue, LotteMart grocery store, Planet Sports, Kidz Station, Lejel Home Shopping, K-Mall, Kinokuniya, and Best Denki. Various brand Together, this transfers shopping habits at malls into one application and can be accessed at any time.

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