DTI: PH fashion brands growing in Indonesia


Philippine fashion brands are gradually gaining traction in Indonesia, marking the country as a new market for local manufacturers to explore.

The Department of Trade and Industry (DTI) said its commercial office in Jakarta, Indonesia is encouraging the entry of some Philippine fashion brands to take advantage of the growing interest of Indonesian consumers.

The trade department said Filipino fashion retail brand Rusty Lopez has opened its first overseas outlet in Jakarta’s Seibu Department Store in Grand Indonesia Mall.

Rusty Lopez is not the first Filipino brand to have ventured into Indonesia. Other Philippine fashion brands that have established their names in Indonesia include Gingersnaps, Periwinkle, Penshoppe, and Karimadon.

Before the opening of the Rusty Lopez outlet, the Philippine Trade and Investment Center (PTIC) in Jakarta has been supporting Philippine retail fashion companies through trade shows and business development activities to gain a foothold in overseas markets, particularly in the Association of Southeast Asian Nations (Asean) to take advantage of the regional market integration brought about by the Asean Economic Community (AEC) that started this year.

“The AEC is an exciting opportunity for Philippine companies to introduce established brands in Asean and beyond. We are optimistic that our local fashion brands can compete in the region because we are strong in design and we aim for the best quality,” Alma Argayoso, commercial representative of the Philippines to Indonesia, said in a statement.

Established in 1977, Rusty Lopez is a trusted homegrown brand for footwear, clothing, and accessories.

The DTI said Rusty Lopez’s designs will be very much in sync with Indonesian tastes, offering a wide range of choices from the basic black shoes, pumps, and step-ins, to more classy and sophisticated styles to cater to Indonesia’s fashion-forward clientele.

Sanny Cruz, president director of PT Cruzzini Sejahtera, Rusty Lopez’s managing partner in Indonesia, said, “We have carefully selected the best styles suited to the Indonesian market because we understand that fashionistas in Indonesia want more shoe styles that are fun, colorful, chic and fashionable.”

“We see great potential in Indonesia and we plan to open more outlets this year,” Cruz added.

Kristyn Nika M. Lazo


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