BRINGING THE GOODS

The Goods Dept, a local retailer selling local products, employs specific strategies in marketing their merchandise. During a special workshop organized by JFW 2012 in collaboration with The Ministry of Trade of The Republic of Indonesia and Bank Rakyat Indonesia last September, owners Cynthia Wirjono and Chris Kerrigan, shared tips with the audience.

“We started with Brightspot Market, a 4-day temporary market that have been held 6 times in the span of two years, from May 2009 to Mei 2011. We invited young designers that we knew and liked to sell their products. In the beginning, there were lots of international labels but not at The Goods Dept, 80% of the merchandise we sell are locally designed and made,” explains Cynthia.

“In order to build a department store that hosts many local brands, we curate selectively with “cool” as the key criteria. We look at design originality and creativity. There has to be a massage in the products. They have to have a clear concept and last but not least, they have to have growth potential,” adds Chris. “We follow our instincts. We look at fabric quality, construction and branding. We take what they do seriously. We also want them to do trend forecasting instead of just trend-following,” says Cynthia.

Looking at the brands they carry, it is apparent that The Goods Dept is aiming at a certain segment. “We try to explore the potential of our young local brands and designers that do not have a brick and mortar space to sell their products. We are giving them access to mall-goers and from there they can build a more progressive industry. We want our society to appreciate local designs and products.”

The seminar was held at the Ministry of Trade Auditorium as part of the road towards Jakarta Fashion Week 2012, which will be held 12-18 November 2011 at Pacific Place, Jakarta.