More and more international fashion brands are making their presence felt in the Indonesian retail scene. Among the latest is global apparel and accessories brand, Old Navy.
The brand, which offers American-style basic clothing items, is part of the Gap Inc portfolio of brands, which consists of Gap, Banana Republic, Athleta and Intermix.
Old Navy currently has over 700 stores and shops-in-shop in 11 countries around the world, including Qatar, Saudi Arabia, United Arab Emirates and the Philippines.
On Friday, April 22, the brand opened its first retail outlet in Indonesia at the Central Park Mall, West Jakarta.
“Indonesian customers understand the international retail scene very well,” said Michele Chinn Fahey, senior director of franchise buying at Old Navy.
“Here there’s a really a high awareness of international retail brands and a growing demand for American fashion,” Fahey said. “We believe this is the right time to introduce Old Navy to Indonesia.”
For their first Indonesian store, Old Navy collaborates with Armaan Retail Indonesia.
“Indonesia, [with] 250 million people living across 15,000 islands [and] three different time zones, is a huge potential,” said Benjamin Handradjasa, CEO of Armaan Retail Indonesia.
“Indonesian customers know all the hot products and international brands,” said Benjamin. “That’s why it’s very important for retailers, like Armaan (Retail Indonesia), to anticipate and cater for their needs.”
Old Navy chose Central Park mall to be the site of their first Indonesian store because of its strategic location and premium positioning.
“Central Park is at the heart of West Jakarta’s central business district,” said Old Navy’s senior director, Michele Chinn Fahey. “And if you look around, a lot of the other international brands are also here. It’s a premium shopping destination.”
Old Navy’s first store in Indonesia occupies a huge 1,200 square meter space at Central Park. It offers a wide selection of clothing and accessories for men, women, kids and babies. Prices range from Rp 70,000 to Rp 750,000.
“There’s something here at the store for everybody,” said Fahey. “It’s a one-stop shopping destination for families.”
However, a large part of the store is dedicated to women. They even have a special section for maternity clothes.
“The women—wives, mothers—are the decision makers in Indonesian families,” said Benjamin Handradjasa. “That’s why 70% of our products are for women, kids and babies.”
Among the store’s first customers on its opening day was Indonesian actress and singer, Ana Octarina.
“I’m so glad Old Navy is finally here in Jakarta, right in the middle of the city,” said the 25-year-old actress, who claimed she had always adored the brand since high school.
“I like Old Navy’s casual look and fine choice of materials,” she said. “I can just be myself and still look attractive in their clothes.”
For the Spring/Summer 2016 season, Old Navy’s collection is dominated by soft pastel colors, as well as floral and checker prints. Most of the items sport a relaxed fit that flatter most body types.
“We’re bringing in the casual American aesthetics,” said Fahey. “I believe the Indonesian customers will appreciate our style and the way we wear it.”