Danar Hadi Continues to Innovate in DAYS
Jakarta. To stay relevant in the market, fashion brands must reinvent themselves from time to time. Danar Hadi is no different. Although the iconic batik house enjoys success, they haven't rested on their laurels and continue to innovate new products.
"We've just celebrated our 49th anniversary this year," Diana Santosa, managing director of Danar Hadi, said in Jakarta on Thursday (03/11). "Along with the maturity of our brand, we believe it's now time to launch a new label targeted at young people."
The batik house launched in Solo, Central Java, in 1967. Today, it boasts two major brands for men and women, Danar by Danar Hadi and Batik Danar Hadi, as well as home and furniture line House of Danar Hadi.
On Thursday, the house launched new label DAYS by Danar Hadi, targeted at young men and women aged between 21 and 34-years-old.
"DAYS refers to daily wear. We hope with our products young people would want to wear batik everyday," Diana said.
The company undertook three years of market survey before launching the brand.
"We researched to find out what today's young people want for their daily wear and the we create DAYS products accordingly," she said.
The label features three product categories: basic, ethnic and blank.
Basic features printed batik, ethnic is made of hand-stamped and hand-drawn batik while the blank category features a combination of batik and non-patterned textiles.
DAYS showcased its debut "In Every Way" collection to media on Thursday.
The men's collection presents slim-fit shirts with a combination batik, tie-dye and Lurik (stripe) patterns in fresh colors.
The women's collection, on the other hand, features loose-fitted silhouettes with asymmetric hemlines. Cheerful tones and Slobok (geometric) patterns enhance the items.
On the same day, Danar Hadi also launched a special webstore dedicated to DAYS.
"Today's young generation prefers to shop online than actually going to a store for anything," said Rani Sryantoro, marketing communications supervisor of Danar Hadi. "And that's why we've created a special webstore for DAYS."
The new label is also available at a special boutique in Melawai, South Jakarta, and Makassar, South Sulawesi. They plan to set up more boutiques for DAYS in big cities in Indonesia soon.
"The key to surviving in the fashion industry is continuous innovations and maintaining product quality," said Diana Santosa, the managing director of Danar Hadi. "Thus, you don't have to worry about competition, because your customers would always know what's best for them."
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