Hijabenka, one of the e-commerce for Muslim fashions which was launched in June 2014, is now following the footsteps of Berrybenka (sister company of Hijabenka) by transforming the business into the modest fashion brand. This change certainly has an impact on the business focus and marketing strategy taken by Hijabenka, one of which is by expanding its wings into the retail market.
“Since the fourth quarter of 2018, Hijabenka no longer sells Muslim clothing from other brands, we focus on developing clothes designed by our local designer with the brand name Hijabenka. To meet the people’s needs for modest clothes that can be worn in every activity, you are consistently issued the latest collection for every 2 weeks, ” says Gita Prisilfia, Hijabenka’s Brand Manager. Jason Lamuda, CEO of Berrybenka, also stated that, “Seeing the Hijabenka’s development is quite significant, which is almost 150% from year to year, Hijabenka, which has previously been retailing in the Berrybenka offline store since the beginning of 2016, is now considered well established to be able to stand alone in the retail market.”
Seeing the success of the omni-channel strategy ran by Berrybenka, Jason believes that this strategy will also be successful for Hijabenka, which at this time has also begun to implement this strategy by selling its products in well-known places in Indonesia. The grand opening of the Hijabenka store in Kota Kasablanka on the upcoming April 27, 2019 will be attended by guest stars who are also popular among the modest, namely Analisa Widyaningrum as Hijabenka’s muse, and Ciki Fawzi. The trunk show from Eid Hijabenka collection will also enliven the event. Apart from that, Hijabenka also gives a special promo on that day, which is a 50% discount for the second product purchase.
Writer: Dela Naufalia Fitriani
Editor: Olivia Elena Hakim
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