Local Fashion Industry Trends in Indonesia

Shifting Consumer Behavior

Indonesia’s local fashion industry shows interesting dynamics throughout 2021–2025. Conversations on social media show consumers are increasingly critical of local brand quality (36%), while also relying on reviews from real users (24%) and recommendations from the community (14%) as a basis for decisions. This phenomenon confirms that by word of mouth and authentic experiences are far more powerful than mere promotional campaigns

Domination of Korean Style and Vintage Revival

The most prominent style trends are Korean stylewhich dominates 40% of local fashion conversations. Korean aesthetics are considered relevant, modern and aspirational for young consumers, especially women. Besides that, antique style is starting to get a lot of attention because there are lots of outfit inspirations circulating on digital platforms. This trend shows that consumers are not only pursuing modernity, but also seeking unique value and differentiation in clothing styles

Price and Quality as Determinants

The main reasons consumers choose local brands are affordable price (32%)followed by the perception that product quality is able to compete with international brands. This marks an important shift: consumers no longer see local brands as “cheap alternatives”, but rather as option value for money relevant for everyday needs

Fashion E-Commerce Boom

Digitalization is driving significant changes in purchasing patterns. As much 92% of fashion purchases are made onlinewith the main reason being promotions and discounts. However, this trend also raises the risk of making the wrong purchase due to limited experience in trying the product before buying. On the other hand, 72% of online transactions are made via e-walletshows the increasingly strong dominance of the digital payment ecosystem in fashion consumption

Implications for Industry

From this data, there are several important implications:

• Quality and transparency of reviews must be the main focus for local brands, because consumers rely heavily on community recommendations.
• Exploration of Korean and vintage style can be an opportunity for differentiation, especially by incorporating local touches to make it relevant to Indonesian identity.
• Balanced price and quality strategy is key, because consumers demand affordable fashion that remains competitive in quality.
• E-commerce and digital payments is not just a distribution channel, but has become the main ecosystem for fashion consumption, so the online shopping experience (user experience, quality guarantee, payment flexibility) needs to be optimized.