Innovation Of Local Bags In Meeting Urban Style Needs In 2023

JAKARTA - Fashion is one of the leading creative economy sub-sectors filled with creative and innovative young people who play an important role in supporting the development of the 2023 fashion trend.

In Indonesia itself, the fashion industry continues to develop quite rapidly every year because more and more people are interested in the fashion world. One of them is the local bag industry, which is currently a trend in the country.

In recent years, demand for local bag brands has continued to increase, especially in urban cities in Indonesia. This is in line with the urgent style needs that arise and become typical in certain urban communities with casual and soft colors.

In addition, several other factors such as social media, the entertainment world, business and the internet also have a big influence on this. Currently, many bag consumers are starting to switch from well-known foreign products to local brands, which offer no less attractive quality and designs.

Throughout January 2023, one of the e-commerce from Indonesia listed fashion product categories including bags as one of the best-selling and wanted products by consumers. The convenience of shopping on e-commerce sites also makes local bag products more easily known by consumers and has a wider market.

This makes local bag brands able to compete in local markets and even abroad. The Ministry of Tourism and Creative Economy (Kemenparekraf) also continues to prepare several programs to support local brands to go international.

The Deputy for Marketing at the Ministry of Tourism and Creative Economy, Ni Made Ayu Marthini, explained that his party is ready to always help local brands in facing competition challenges in the global market. Made is happy if there are local brands that dare to move and collaborate not only inside but actually outside (international).

In addition, the Ministry of Tourism and Creative Economy also has the national movement "Proudly Made in Indonesia". However, to compete in an increasingly competitive market, local bag brands must continue to innovate and adapt to the ongoing trend.

The reason is, in an effort to continue to improve the sub-sector of the creative economy, fashion creative industry players including bags continue to develop fashion trends in Indonesia.

Based on this, as the owner of the ESEMU bag brand, Rodrikco Brayen Jr, an Indonesian model of Nigerian descent, launched a new exclusive product called ONIE which means protection' and is designed to meet urban style needs.

This bag has a unique and stylish design with various sizes of peniti which are complementary to the handbag but still practical if used every day.

"We understand very well the need for consumers for bags that are suitable for various activities, from daily activities to formal activities," said Brayen.

The launch of the ONIE which coincides with ESEMU's birthday is expected to be a new milestone for the development of the ESEMU brand. In addition, ESEMU also comes with a wide selection of bag models such as high quality tote bags, slept bags, and backpacks and has a stylish design but remains functional.

"We are proud to be able to contribute to the Indonesian fashion industry by launching our newest product, ONIE. We hope that Indonesian consumers will love local products more with quality that is no less than imported products," he concluded.