Indonesia: the emerging market

Indonesia is often overlooked when considering the fashion market, however during a recent lecture it was brought to my attention that by 2025 Indonesia's household income is set to raise by 5%; the third highest figure in the rankings. It is vital brands and businesses recognise upcoming markets to ensure growth. Other emerging countries include Brazil by 2%, Pakistan by 2%, and Egypt also by 2%.

As brands expand into territories they have not already traded in, it is important that they adapt their target marketing strategies accordingly. This can be done in a number of ways including using cultural representatives and referencing for example Louis Vuitton's marketing strategy in Japan was to use 'Lightning', a anime character who is considered a celebrity. Lighting is no ASAP Rocky or Rihanna to us, however the authentic research done by the marketing team is foundation for the brand's success in Japan. Successful brands will approach targeted marketing differently depending on the location - Nike have recently used three separate adverts adapted accordingly to the location. The advert in the US focused on taking a stand together against Donald Trump, portraying a variety of races, genders, and styles being brought together by the brand's main focus: sporting wear. In the Middle East their advert orbited around feminism; young women boldly taking to the streets to partake in sports which would be considered 'masculine', such as skate boarding. Their third advert was aimed at Russia, and attacked the stereotypes expected of girls: to become delicate performers. To us, the Middle Eastern advert may not have the same effect as it did in the Middle East... a young girl skateboarding? Is that not a completely normal thing? This follows to the Russian advert, in which the young performer performed whilst strong active women partook in sports activities dotted around the theatre - to us of the UK, this is a regular occurrence.

The mood board I have created is blatantly work of an amateur which I recognise, however as Indonesia has not yet blossomed into the fashion market I found it difficult to recognise directions, or significant influences. Harper's Bazaar Indonesia has frequently released articles concerning the Royal Family of Britain's new engagement, and I was able to predict this may have an impact on Indonesia's future fashion trends. Through research I found that there is a balanced mixture of cultural influences and Western influences, hence Kendall Jenner's bright floral Harper's Bazaar magazine cover. This will have a significant impact on Indonesia's developing market, and brands looking to use this to their advantage must take it into consideration.