Dream - Ramadan is synonymous with togetherness. This tends to change people's consumption patterns, including clothing.
Bukber activities to Lebaran encourage people to shop for more clothes. This is proven by data from the Indonesian Textile Association (API) that demand for the textile industry increased by 30% during Ramadan 2022 compared to 2021.
“At Tokopedia, during Ramadan 2022, Fashion (including Muslim Fashion) became one of the most searched categories and had the highest transaction volume,” said Aldhy Darmayo, Category Development Senior Lead at Tokopedia, at the Tokopedia Presents Ramadan in Style 2023 event on Friday, March 31, 2023.
Entering the beginning of Ramadan 2023, the trend of shopping for Muslim fashion products through Tokopedia shows a rapid increase. Fashion, including Muslim Fashion, becomes one of the most sought-after categories by the community during the early Ramadan 2023. This trend is the same as last year.
“Various Muslim fashion products have experienced a significant increase in transactions on Tokopedia. Muslim blouses increased by 2 times, gamis and kaftans increased by 2.5 times each, baju koko increased by 3.5 times, and family Muslim clothing increased by 4 times,” added Aldhy.
Thanks to the Hyperlocal initiative and its various manifestations, such as Dilayani Tokopedia, there has been a significant increase in the number of sellers of Muslim fashion products during the early Ramadan 2023 in Tasikmalaya (West Java), Bandung (West Java), Cirebon (West Java), Surakarta (Central Java), and Surabaya (East Java) with an average increase of almost 1.5 times.
The highest increase in the number of buyers of Muslim fashion products in early Ramadan 2023 occurred in Banyuwangi (East Java), Serang (Banten), Balikpapan (East Kalimantan), Makassar (South Sulawesi), and Medan (North Sumatra) with an average increase of almost 2 times.
Meanwhile, Banyuwangi (East Java), Subang (West Java), Balikpapan (East Kalimantan), Bandar Lampung (Lampung), and Makassar (South Sulawesi) are the regions with the highest increase in transactions of Muslim fashion products with an average increase of 2 times.
To accommodate the high demand for fashion products, especially Muslim fashion products, Tokopedia collaborates with various strategic partners, including local Muslim fashion businesses, to present the Ramadan in Style campaign until April 18, 2023.
Ramadan in Style becomes a platform for local Muslim fashion businesses, both for women and men, to maximize sales during Ramadan, such as Ria Miranda, Fatih Indonesia, ZM Zaskia Mecca, and other brands.
“Since joining Tokopedia in 2018, Ria Miranda's business has advanced and become known to more people. In early 2023, Ria Miranda's sales on Tokopedia increased by around 127% compared to the same period in 2022,” said Yaya.
Ria Miranda now even empowers nearly 200 employees. Similarly, ZM Zaskia Mecca, a Muslim clothing brand, successfully empowers more than 2,000 workers.
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