As time goes by, the world of fashion is now continuously developing, especially in Indonesia. Affordable prices with unquestionable quality are one of the factors that the fashion industry in Indonesia is now growing rapidly.
Various choices offered by local brands in Indonesia in terms of design, quality, and innovation, make it difficult for many people to make the right choice.
In addition, as more and more local brands pop up, the competition is increasingly tougher. So, what should a brand do to stay above the competition?
A brand must have its own advantages to be able to attract the hearts of consumers. Usually, unique and different concepts are more in demand by people because they are considered different from the others.
Lingkar Lengan is a local clothing brand that has a unique concept in its sales, in terms of design, quality, and innovation.
In an interview with Ghina Arda and Muhamad Adam Pribadi as the Owner of Lingkar Lengan, they told a little background story about Lingkar Lengan
Ghina and I saw a business opportunity to make women's clothes that are different and can be worn by anyone regardless of weight, so we can make custom sizes at that time,
The inspiration for the name Lingkar Lengan itself was taken from women who's insecure about their "lingkar lengan" that make them not confident. From there, Adam and Ghina tried to create a campaign for women in Indonesia, that they are beautiful as long as they are confident and dare to be different.
From that point, later on, consumers can request a larger size so they can still use the Lingkar Lengan product. Another unique thing that attracts Lingkar Lengan in the eyes of consumers is how they are consistent in making all their collections colorful.
This uniqueness is what finally made Lingkar Lengan known to many people. Although now many people know about Lingkar Lengan, it is also a challenge for them to continue releasing collections in accordance with the established market.
The biggest challenge is to lead the market and try to be a trendsetter. Because now there are many good and creative local brands, therefore we are trying to find out what else is the USP of our brand. Maybe from the marketing campaign, we have to make it more relevant so that it can be accepted by our target market
