COTTONINK Fashion Brand Report

Vanessa Caitlin

Carline Darjanto Ria Sarwono

Carline Darjanto (born 25 May 1987) is an Indonesian entrepreneur best known as one of the founders of Cottonink, an Indonesian fashion brand. She founded Cottonik with her junior high school friend, Ria Sarwono at the end of November, 2008. Currently, Carline serves as CEO and Creative Di rector, while Ria Sarwono serves as Brand and Marketing Director. On Feb ruary 25, 2016, Careline was included in the 30 under 30 Asia list, which is a list of successful young people under the age of 30 by Forbes Magazine.

The Journey of CottonInk

It is a fashion brand founded by two young designers, named Carline Darjanto and Ria Sarwono. The two of them have been friends since childhood. They both took different educational paths. Carline, went to a business school in Malaysia, when she returned home she continued her fashion passion by studying at Lasalle College of Fashion. Ria studies at Paramadina Univer sity, Jakarta. Later, she took a fashion course at the London College of Fashion. The two then met and founded the Cotton ink label. It all started from their dream, which is to create a Ready-to-Wear brand that is at the forefront of local wear, not only in their own country but also internationally.

The Journey of CottonInk

CottonInk founded Starting a fashion business by selling t-shirts with a picture of the face of Barack Obama

Released Casual clothes with designs unlike office and party clothes. Change the target market into woman which previously is unisex

CottonInk Studio founded Released a collection that emphasizes the contradictions of firmness and softness through various shapes and textures

Open the second offline store at Plaza Senayan Collab with popular designer named Dian pelangi (CottonInk x Dian pelangi)

2016

Launching new product “Convertible Scarf”2009

Release product that combine the traditional batiq and ikat weaving to their clothes designs

Collab with Illustrator Dina Maharani and designer Mel Ahya

Open the first offline store at Kemang, South Jakarta

CottonInk Studio at JFW Fashion Show

Collab with Raisa for the first time (CottonInk x Raisa)

Collab with Tresemme (CottonInk x Tresemme)

Collab with Rama Dauhan for Lebaran

Collab with Abenk Alter Collab with CouCou by Jowe for Accessories

201810th anniversary of CottonInk

CottonInk Mini released

Collab with Isyana Sarasvati (CottonInk x Isyana) Collab with Vanesha Prescilla (CottonInk x Vanesha)

Collab with Dian Sastrowardoyo (CottonInk x Dian Sastro)

Collab with Raisa for second time (CottonInk x Raisa)

Collab with Ideku Handmade (CottonInk x Ideku Handmade)

Release new collection “Eco-friendly” fashion collab with Tencel titled “Pastel Whimsical” (CottonInk x Tencel)

Collab with Vivere (CottonInk x Vivere)

Collab with Ayang Cempaka (CottonInk x Ayang Cempaka)

2020

2019 Collab with Ria Miranda (CottonInk x RiaMiranda) Solo Fashion show at Jakarta Fashion Week

Collab with Kamiidea (CottonInk x Kamiidea) for Ramadhan

Collab with Nagita Slavina (CottonInk x Nagita)

Collab with Muklay (CottonInk x Muklay)

Collab with Makna and TLO (CottonInk x Makna x TLO)

Release new season collection CottonInk x Smitten by Pattern Collab with Titan Tyra (CottonInk x Titan Tyra)

Collab with Patricia Stephanie (CottonInk x Patricia Stephanie)

CottonInk x Liunic

CottonInk x Hari Merdeka

Brand

Attractive Casual Comfy

Fashionable

Minimalist

Competitors Shop at Velvet This is April Minimal Rubylicious

Strength

• Offering products with good quality materials and affordable prices

• Make customers feel comfortable by using CottonInk products

• Have a lot collection of clothes

• Providing online stores such as Tokopedia, Lazada, Shopee, Zalora.

• Providing online transaction such as Paypal to make transaction more easier

• Clothing design that display a casual style but still looks fashionable

• Strategic location of outlets. Each outlet use “Casual with a Twist” concept that makes the atmosphere of the store seem minimalist and homey so the customer feel comfortable when shopping

• Released many categories named CottonInk Studio, CottonInk Mini, CottonInk Archipelago, CottonInk Active.

• Won many awards (Most Favorite Brand at Brightshop Market, The Most Innovative Brand at Cleo Fashion Award (or Jakarta Fashion Week), Best Local Brand by Free Magazine, and Style Magazine's favorite local brand in 2010).

• Cotton Ink has collaborated with other brands and and company such as The Good Dept., Pacific Place in Jakarta, ESTplus in Bandung, Widely Project, Happy-go-Lucky, and in Surabaya there is an ORE boutique.

Weakness

• The competition in the fashion market is getting tougher.

• The price of the products sold is only for the upper class so that the lower class can't buy it because they think it's expensive

Opportunity

• Sales of CottonInk products that penetrate the Global market (Go International)

• Better known to the public so that the oppor tunity to market CottonInk products is wider with unlimited online reach.

• More and more enthusiasts so they have the opportunity to add to their shop again

• More and more people are known so that they have the opportunity to collaborate with artists, celebrities, and influencers at home and abroad

Threat

• The competitors out there who use the same concept as CottonInk

• Number of competitors

• CottonInk must add new fashion innovations so that customers don't feel bored and move to other brand

• Fraud by people out there selling fake Cot tonInk products

P e s t e l

olitic conomic ocial echnology

Custom tax (Bea Cukai) and Value-added tax (PPn) given by the government because the delivery of products to customers who are abroad.

The increase in material prices which causes CottonInk products prices also increase so that product prices are more expensive.

The brand thrives to customer of age ranged from 20 - 25 with middle to upper social class. As time goes by, the desire of people that changes frequently becomes a challenge for CottonInk to continue to innovate. Also creating a good relationship between customers.

Make it easier for customers to shop online because CottonInk provides online stores (Cottonink.co.id, Tokopedia, Shopee, Lazada, Zalora). Make it easier for customers to online transaction such as via BCA, BNI, BRI, Mandiri, and CIMB Niaga for domestic and paypal for abroad. CottonInk also up to date to the trends by circling the social media.

nvironment egal

This company offer sustainable clothes with eco - friendly materials. CottonInk carries out various programs to address biodiversity issues, including reducing the environmental impact of raw materials.

INTELECTUAL PROPERTY RIGHTS - All contents from COTTONINK webstore including Software and all HTML and codes are not permitted to be used for any public purposes. Any reproduction, copying, or foregoing of the content are prohibited. This company collaborated with other brands or artist, selebgrams, influencers to avoid copyright claims.

Product

Core product The Core Benefit of their product is Ready to Wear casual look with sustainble fashion system to invite buyers and fashion enthusiasts to respect the environment and the earth. Generic product CottonInk offers womenswear, kidswear, sportswear, and accessories such as jewelry, bags, shoes, shawls, etc. Expected product Long lasting product that can be used for years. Potential product The minimalist design with fashionable looks in every products they made

Place

CottonInk is domiciled in Jakarta, Indonesia. Currently Cottonink has several outlets spread across Indonesia: Kemang (South Jakarta), Senayan City, Kota Kasablanka, AEON Mall, Pondok Indah Mall, Summarecon Mall Serpong, and Lippo Mall Puri. CottonInk also have an online store. You can visit on their website cottonink.co.id. Besides their website, you can also find CottonInk at domestic online store (Tokopedia, Shopee, Lazada) and international e-commerce (Zalora).

Price

CottonInk products use product line pricing for their pricing strategy. You can see on their website that their one product line comprises for example tops from the same catalog. They all have price points that are sufficiently differentiated to make the quality and design differentials obvious.

Promotion

CottonInk promotes their product mostly through social media such as Instagram, Facebook, Twitter, etc. But CottonInk choose Instagram as a tools of marketing communications and expose communi cation strategies they used. It is an effective social media with features that support appropriate and widely used by domestic and abroad people. COTTON INK strategy undertaken in shaping perceptions and strong brand image by performing a vigorous endorsement. , COTTON INK build engagement and customer loyalty through #youxcottonink hashtag feature. Those things are done in order to establish credibility, trust, and put the brand as a brand top of mind for local Indonesian and abroad.

STPD analysis

Segmentation

Demographic

Age : 20 – 35 Gender : Female

Monthly income (per month) : > Rp 10.000.000

Job : Artist, Selebgram, Influencer

Psychographic

People who buy CottonInk products tend to be fash ionable. They tend to be on trend and are incredibly fashion conscious. They like to look good and fashion able as it makes them feel good.

Geographic

Big Cities in Indonesia such as Jakarta, Surabaya, Palembang, etc

Target Market

CottonInk’s target market is middle and high class female consumers around the age of 20 – 35 who is fashion lovers, fashionable, likes to join the fashion trend, and likes to wear casual style.

Positioning

CottonInk's main competitors are Shop at Velvet and This is April because they both offer clothing with the same products and styles and target the same customers. The quality and price of brand Cottonink with Shop at velvet and This is April are both high. The design made by CottonInk with these fashion brands is almost the same as using a minimalist concept with the Ready to Wear style. Minimal brands have high quality with prices that can be fairly cheap than CottonInk, Shop at Velvet, and This is April. The Rubyli cious brand has average quality and low prices. Look from the ordinary design, the products offered are quite cheap. Although the price and quality of CottonInk is the same as Shop at Velvet and This is April, Cottonink remains one of the local fashion brands that go international, able to compete with foreign fashion brands so that it is known to many people.

The difference between CottonInk and other fashion brands such as Shop at velvet, This is April, minimal, and rubylicious is in the use of materials in the design. Cot tonInk use environmental eco - friendly and sustainable materials. CottonInk has many categories, namely CottonInk Studio, CottonInk Mini, CottonInk archipelago, and CottonInk Active. The products produced are also innovative and varied. Many collaborate with other brands as well as artists, celebrities, and influencers.

CottonInk serves foreign buyers from Singapore, Malay sia, Australia, and Europe. That's why CottonInk is one of the local fashion brands in Indonesia that goes international and is known to many people.

Differentiation

If I rebrand this local fashion brand COTTONINK,

For the first, I will do some research, what kind of product will I sell? What is the trend in society? What style will I use? How can I make this brand known to many people?. After doing research, what I do is the same as what they did by selling fashion products with designs according to the research I already did and sewing myself because I am a fashion designer. I have several friends who work as influencers and celebrities, through these connections I can promote my brand. Not only from friends, brand promotion can be done through social media such as Instagram and TikTok. Why did I choose these 2 social media? because currently these 2 social media are trending among the public. Besides that, i will look for collaboration to promote this brand to be known by many people. For the strategy, I will use a SWOT Analysis for my brand so that I can find out what my brand's strengths, weaknesses, opportunities my brand can reach, and threats to my brand. The second strategy I will use is STPD Analysis for target market seg mentation and the positioning of my brand.

Critical Notes