Arranging Innovations in Order to Exist

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Arranging Innovations in Order to Exist

Local products are sometimes marginalized in their own country. The de Corps logo also innovates and strategies to continue to exist.

Andrio Suhendro, the founder of retail feshen products, admitted that he still recorded clearly in his memory how difficult it was to grow local products in his own country.

Not only when it started, but the pressure is still there today, the lack of treatment still occurs.

Like some time ago at a shopping center in North Bandung, foreign brands shifted the existence of their outlets to the rear. Foreign products are put forward, taking up the space that was occupied.

Logo de Corps is a retail fashion company that operates four brands namely Logo, Bomb Boogie, Body Talk, and Ninety Degrees.

Since the early 80s, Andrio has been pioneering his business and has been eating salt in the fashion world, especially jeans and casual wear. Until now the De Corps logo has overseen 700 outlets in Indonesia.

Of that number, there are 30 convenience stores in the shopping center. Meanwhile, 670 outlets are consignment system outlets with shopping centers targeting middle-class segments.

Starting from the experience of being removed due to local products, Andrio has now hacked the concept of sales by developing the concept of a street store with the name Logo House.

The independent outlets are eyeing a comfortable atmosphere for potential customers who are mostly young people who like kongkow alias hang out.

Logo House will not just become a fashion shop. Inside the booth there will be a cafe that serves food and drinks.

Then, there is also a salon room for visitors who happen to want to get a haircut between shopping for fashion products.

Logo De Corps will debut Logo House's debut in Kota Baru, Yogyakarta. The company will turn an old house into a commercial building without changing the facade, aka the exterior appearance of the building.

Logo de Corps is targeting the process of turning a house into a Logo House this year. We expect the store to be operational by early next year.

The old building in Yogja will have additions but maintain the original shape of the building.

Besides Yogyakarta, the Logo House will also be presented in several cities outside Java for the first stage such as in Renon, Denpasar, Bali.

Then, Makassar in South Sulawesi and Palembang in South Sumatra became the target.

Previously to continue to exist and compete in the industry, the Logo also utilizes digital media and social media. Since 2012 the Logo began to be marketed through the official online shopping site owned by the Logo.

Until now the contribution of online shopping is still small, 5 percent. However, going forward online will be more prospective, given the growth of e-commerce in the country is increasingly high.

In addition, innovation is also the key to the success of Logo de Corps. As a fashion product, product innovation is first. Therefore, within a year Logo throws 500 new designs for its four brands.

Like when the jogger pants model is becoming a trend, we launch jeans with a jogger model.

Remarkably in producing its products, the Logo de Corps does not have a factory, but cooperates with many SMEs to sew various models of its four brands while maintaining the quality and product standards.

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