The rise of start-up companies is resulting in a shift from traditional formal work wear towards casual alternatives. Indeed, even established companies such as DBS Bank, Unilever and adidas are complying with this trend and changing their official regulations.
Lightweight jeans remain highly popular due to Indonesia’s tropical and humid climate, with consumers tending to choose thin but durable materials for clothing. Moreover, the majority of lightweight jeans sold in the country are sanforised, which are mass produced and cheaper than unsanforised jeans.
Culotte jeans are becoming more popular since many women celebrities and models wear this style on various occasions. Mango, Lois and Lee Cooper already sell culotte jeans, although this area is dominated by local players and unbranded jeans.
Levi’s remains highly popular in Indonesia, with the brand enjoying a strong level of consumer trust. Indeed, Levi’s jeans are available in most big and small cities across Indonesia and are sold via both department and mono stores, as well as online operators.
Fast fashion brands such as Uniqlo and H&M are expanding aggressively in Indonesia. In addition to focusing on large cities, these brands are also opening many new stores in second and third tier cities.
While consumers in Indonesia are gradually shifting from traditional stores to internet retailing, this phenomenon is only seen among mass products, with premium and super premium areas not being affected. For example, super premium jeans sales are dominated by unsanforised or raw jeans.
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This industry report originates from Passport, our Apparel and Footwear market research database.