Local Fashion Brand JINISO Shares Its Business Journey with Shopee

Co-Founder of JINISO, Dian Fiona, explains that fashion is a very important necessity for many people. Fashion can provide answers to problems and at the same time offer solutions for individuals to feel confident and comfortable in all activities. With this background, JINISO was created and is here to meet the needs of consumers.

Who would have thought that fashion has a broader role and meaning in our lives? Besides being a primary need, style and clothing products are three things often associated with the definition of fashion. However, in addition to these three things, fashion is also a space for self-expression used as a medium to represent the personality of the individual wearing it. With this, for some people, fashion is one of the elements that can help someone understand their loved ones, especially their partner. 

Daniel Minardi, Head of Brands Management & Digital Products at Shopee Indonesia, said, "In Shopee, the fashion category continues to be a favorite category for users in every campaign we present. One of the reasons is the development of product variations and fashion trends that increase the enthusiasm of the community." Various emerging fashion trends create different fashion styles for each person, which can show their unique characteristics. Through today's event, we hope that people can use fashion as a way to understand their loved ones and get inspiration to create a fashion style that suits themselves and their loved ones. So that the peak of the Shopee 8.8 Grand Beauty & Fashion Festival campaign can be used to create special moments with partners or family in fulfilling fashion needs more wisely, especially with the attractive offers we have prepared." 

Discover the meaning behind the word fashion from a local brand's perspective 

"For me, fashion is a necessity to complement the answer to a problem and at the same time a solution for individuals to feel confident and comfortable in all activities. Simple and timeless everyday style has been my fashion style since long ago, so JINISO's focus on jeans is a representation of my personal style. So it can be said that JINISO was born with product designs based on my initial inspiration to meet my fashion appearance needs, which can later be used by many people. Through the products presented by JINISO, I want to convey the message that I believe fashion doesn't have to be expensive, but it has to be maximal. So the variety of product choices we offer are expected to complement the journey of each individual in creating a style that suits their personality." "This message is also the reason why I joined Shopee. I see how Shopee, as a platform, strives to present various products to meet the needs of every user's preference," said Dian Fiona, Co-Founder of JINISO. 

No matter how fast clothing trends change, jeans or denim will always be one of the clothes owned by someone because of the advantages they have, which is easy to match with any style of clothing. This is one of the backgrounds that initiated the birth of JINISO in 2019 as a local fashion brand that focuses on producing denim and jeans fashion. JINISO successfully filled the gap in the community for locally produced jeans products with the best quality but still pocket-friendly. 

Starting from offering jeans made by her father to her campus friends, Dian and her husband have now employed more than 100 employees in 13 production houses owned by Jiniso. The first product of JINISO is the high waist jeans named BODY GOAL, which is comfortable and allows freedom of movement in all activities, in line with JINISO's tagline, ACTIVE JEANS. 

Taking a step to close down her previous offline business in 2018, Dian tried to adapt to the shopping behavior of the community and decided to create JINISO on Shopee in 2019. However, less than a year after joining, the pandemic hit and like other business owners, JINISO also felt the impact of these changes.

However, the decision to move into the digital realm and join Shopee actually offered significant influence in running the business since the beginning of the pandemic. Not only in sales, Dian also felt a significant influence in increasing the exposure of the community to JINISO and expanding the reach of potential customers. 

Various campaigns and features owned by Shopee, which JINISO has participated in for the past 4 years, such as Super Brand Day, Shopee Live, and twin number campaigns like the ongoing Shopee 8.8, have successfully helped JINISO grow and become a favorite local fashion brand among the community. For Dian, there have been many significant influences since joining Shopee. 

One of the main benefits experienced is easy access for JINISO's business to utilize Shopee's features tailored to the ever-changing shopping behavior of the community, such as frequently using Shopee Live as a feature." Dian felt a significant contribution when selling through the Shopee Live feature, including during the previous Shopee 7.7 campaign, where JINISO participated in a live session with Raffi Ahmad and witnessed the incredible enthusiasm of users, resulting in a rapid increase in sales.

Spicing up the Shopee 8.8 Grand Beauty & Fashion Festival campaign, Tantri Namirah & Haykal Kamil (Celebrity Couple & Content Creators) along with Dian Fiona (Co-Founder of JINISO) share their views on the broader definition of fashion beyond just clothing and its benefits as a means of self-expression. With the theme 'Smart Styling, Wise Shopping,' this discussion not only conveys how to find and create a style that suits one's own fashion style but also stay updated with the latest trends while shopping wisely. What's special is that JINISO, as a local fashion brand, will also share its journey in presenting products that can answer clothing style choices suitable for women and men. 

For more information about the Shopee 8.8 Grand Beauty & Fashion Festival, visit https://shopee.co.id/8-8-promo-puncak. Then, download the Shopee app for free on the App Store or Google Play Store and activate ShopeePay immediately.