A decade ago, it required hours of wandering around the mall if one wanted to buy new clothes. Nowadays, getting a new dress or shirt is as easy as clicking on a website and waiting for the package to arrive at your door. Thanks to the internet, the retail industry, including fashion, is enjoying robust growth through its online presence over the past few years. The central bank notes that the country’s total e-commerce transactions throughout 2018 reached Rp 77.7 trillion, up 151% from Rp 30.9 trillion in the previous year. As much as Rp 12.1 trillion came from the fashion industry, which surged 266% from Rp 3.3 trillion in 2017.
Among several popular fashion e-commerce sites in the country, Love and Flair stands out with its omnichannel approach. The business started with a website shop only, but now it is expanding its sales offline by operating four flagship stores in Jakarta and Medan. Currently, it has more than 3,000 SKUs for both online and offline sales, and the company’s compound annual growth rate has been more than 100% since 2017. She claims to grow the sales without adding any capital.
Love and Flair was established as a business venture when Emily graduated with a bachelor’s degree in business administration from USC Marshall School of Business in 2014. The inspiration to start the venture came from the difficulties she faced buying clothes online. When she lived in the US, Emily says it was very easy to buy the trendy clothes seen being worn by celebrities or fashion bloggers, through e-commerce sites. Things changed when she found limited choice for online shopping at home.
“When I came back to Indonesia, I realized that the choice for shopping for trending fashions online was limited. The options for the mass market were only brands like Forever 21 and Zara, while the rest were luxury ones,” says Emily.
This story is from the December 2019 edition of Forbes Indonesia.
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This story is from the December 2019 edition of Forbes Indonesia.
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