Hi, I’m Aston. I am currently studying at Universitas Ma Chung Malang. I am very glad to give out my opinions and view about the development of Indonesian local sneakers. I hope that Indonesian People and moreover the world community can obtain a little knowledge of mine and the essence of the Indonesian local sneakers as a whole. Terima Kasih, and enjoy reading!
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| Visited Jakarta sneakers day 2018, Jokowi was smitten by local products. |
Yup, local products, it is something that we must love as local people. No matter what countries that you belong to, no matter what is your nation, whoever it is, you should love your local products. Here in Indonesia, local people from Sabang to Merauke seem are no questioned concerning its nationalism. However, sometimes if asked about to love local products, Indonesian is still difficult to love what our countries have provided. Local products should be something that we are proud of because it is made from our hands, local people. After all this time we have used international foreign products in which we have already loved them for a long time. It’s indeed there is no doubt if foreign products had very good quality in all aspects. However, we must know that it comes from different countries throughout the world, and each country definitely has its products whatever the product is. The fact that every nation over the world had at least one product that became their pride. An internationally recognized product usually had reached some crucial requirements, one of those is always maintaining good quality or good build quality on every product which can last for years except for foods. Its durability is what makes people are always satisfied. People would like to come back for more on that such product and that’s why durable products mostly are trusted and reliable.
So, as I said previously, people are like a good quality product and durable products. However, we have various kinds of local products that we had known for a long time which already compete against international foreign products. Examples such as Indomie, LEA Jeans, Polygon, The Executive, GT Radial, J.CO and so on. Those products are originally made from Indonesia which the average Indonesian society would think they’re coming from abroad. At least, Southeast Asia would be the smallest of coverage area from some market products. Fortunately, I have a kind of local product to introduced to you folks. Most of Indonesian will know exactly what this type of product is. It is related to our daily fashion life, particularly you’ll wear it when you hang out. Without further ado, it is about the sneakers, but I’m going to take a look first at the sneakers in general. Thus, the sneaker is a kind of footwear that always included in your daily lifestyle. Since you were young, shoes mostly would be a general term for footwear that everybody knows, but as you grew up and get older, you will notice that the term of shoes occasionally would also be called sneakers especially for them who were born in the 80s and above. Because people started to interested in sneakers ever since, specifically in the United States. For those who haven’t know what is the difference between shoes and sneakers, here is a quick fact. The shoe is a generic term for any kind of footwear using by males and females that specifically made for use on some specific purposes like formal occasions whereas The sneaker is a term which can be defined as two terms that are athletic shoes and casual shoes. Therefore, sneakers are shoes primarily designed for sports or other forms of physical exercise which is now also widely used for everyday casual wear.
Sneakers are very popular and trending nowadays, it had its own culture because people are so addicted to it. There is always something new to talk about in sneakers because the conversations never end. It’s versatility, fashionable, stylish, comfortable, simple and suits for every non-formal occasion. Moreover, let’s say you just wearing a simple white shirt and jeans or chino pants, and perhaps you can also add a watch as your accessories, ultimately finish it with a pair of sneakers. That simple-looking illustration is already considered as a nice look fashion style because you want to look as simple as possible without cut down the stylish value on it. Hence, sneakers are excellent things that make people are crazy about it. Amazingly, each type of sneaker article release has its own uniqueness which differs from one to another, whatsoever the sneakers brand is. That’s why most sneakers are always eye-catching, however, it may have similar looking between each other. There are people who also willing to pay a high price in order to get a pair of sneakers. This is usually a very limited or very rare or even exclusive sneaker which makes crazy people willing to get the pair. Talking about crazy people in the sneakers world. There is a term for it that describes people that are really addicted to sneakers. The term is known as a ”Sneakerhead” that some of you probably have known before. A sneakerhead is a person who collects, trades, or admires sneakers as a hobby. With all of the combination of them in which you did all the characteristics of a sneakerhead listed in my previous sentence, you will become more than just a sneakerhead where I regarded it as the hardcore one. A sneakerhead is also dedicated to what they’re doing, like most collectors, they spend a lot of money to get the sneakers. As a result of collecting sneakers, a sneakerhead may also be highly experienced in distinguishing between replica sneakers and the real one. Because they are getting used to buys sneakers which are experiences in tries different and various types of sneakers products from low to high price ranges.
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| An Iconic Air Jordan 1 sneakers that loved by people |
So, what makes sneakers are so expensive? Let’s take Jordan sneakers as an example. First of all, it has to do with the value of the Jordan brand. The iconic Air Jordan 1 sneakers are the direct representation of a Michael Jordan itself. It goes back to the year 1984 where MJ assigned a contract to Nike where they recognized this unique marketing opportunity. As a result, Air Jordan 1 became one of their most best-selling sneakers of all time. It changed the whole dynamic of the sneakers world. If Air Jordan 1 sneakers compared to the term for the most important work of an artist or writer, Air Jordan 1 achieved it as one of the magnum opus sneakers ever made in the world of footwear art. Instead of achieved it in the matter of the design, the iconic sneakers achieved it in the matter of its popularity. Thanks to the extraordinary talented athlete Michael Jordan for the endorsements at that time. It was so huge that Nike’s Air Jordan influenced the birth of sneakerhead culture in the US came in the middle of the 80s and the sneakers itself as a whole.
We knew that the greatest contribution for it came from three major sources including basketball, skateboarding and the growth of old-school hip hop music in the ’80s. Afterward, the sneakers had gone global by the end of the 90s. Asian countries still didn’t catch up too much the sneakers culture back then, just a small beginning. Later on the 21st century, sneakers started to enter in great numbers to Asia. The early countries that started it was including the Philippines, Malaysia, India, China and our country Indonesia is not an exception. Nevertheless, the culture and the popularity of sneakers in Indonesia have been around since the 90s. It was influenced by the skateboard’s popularity in Indonesia. At that time, it was popularized by two great sneakers products including Nike and Adidas. Once, in Indonesia casual shoes just simply called shoes, but, as time goes by the term for sneakers just recently became more popular in Indonesia. As a result, Indonesia currently used it as the term for casual shoes. Local sneakers' products weren’t booming back then, one of the reasons this happened because local sneakers were increasingly eroded by sneakers originating from Europe and America. Most likely by Nike, Adidas, Reebok, Converse along with others. Nonetheless, many of them still survived until now obtained their success by being consistent in the market and keeps releasing the new design models. Those who survived such as Compass, Kasogi, Eagle, Warrior, and Piero. However, some others were ever experienced decline and some others the fortune was not on their side. Compass is an example that experienced it. Once, they ever had a business deadlock which kept it from developing. Those are the examples of old players who keep up with the current trend in the sneakers world. Hence, they have an epic comeback by releasing fresh new articles, but first, we must take a look dated back to 2017 where Indonesian Sneakers begin to rise.
Local sneakers now have risen as something local that should be proud of which can compete against foreign sneakers brands. This happened because of the underlying resurrection where back then in 2017. At that time, there was a local sneaker brand that gone viral and famous for its silhouette design named Word Division. The brand became trending among Indonesian sneaker enthusiasts for its lightning logo that they applicating almost on every-their sneaker products. Accidentally, their well-known logo became something substantial at that time for the sneakers industry in Indonesia which triggered other local brands to rise and compete against each other. As a result, sneakers brands began to emerge in Indonesia massively that makes newcomers also didn’t want to lose the competition with old players. Therefore, for over years until now they developing their products by keeping learning from mistakes and through consumers' review. The aftermath of learning, back then on the year of 2019, many local sneakers brands were capable to compete towards foreign sneakers brands which resulted in internationally recognized. This is all proven by some Indonesian brands that already renowned by the international sneakers community and Indonesian people who enthusiast for their brands. Those local sneakers brands that can be said reached global markets such as Compass, GMX, Pijakbumi, NAH Project and some others.
Slowly but surely, local sneakers become their own host. This can be seen from the mushrooming of sneakers brands by the nation’s creative youths. The trending event of one sneakers brand with a phenomenon lightning logo had given birth to brands that can enhance and boost the name of Indonesia. Most local sneakers brands actually have been established since 2012 like GMX and Saint Barkley for instances, however, the lightning logo phenomenon of a sneakers brand in 2017 coincidentally be a pioneer that given birth to many new Indonesian people creative hands by creates their own brands. Local sneakers are intended specifically for young people, it doesn’t mean that people aged 40 years and above don’t interested in it. Let’s take a piece of evidence, the current President of Indonesia Joko Widodo itself have been seen using local sneakers many times in his presidential duties. So far, I have seen on social media and television that the president uses 2 local sneakers brands, namely NAH Project and Saint Barkley. NAH Project sneakers itself has become his favorite that often used in his presidential duties. Instead of ashamed because of using the sneakers, he proud to use it. His act is indeed to make proud the local products, but at the same time, it also makes the brand name become famous. NAH Project dramatically gains its popularity quickly with a flood of orders as soon as Jokowi introduced the product by just using it. Indirectly, as the number 1 person in Indonesia, Jokowi has influenced and inviting Indonesian society to buy local products through local sneakers.
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| Jokowi at Jakarta Sneakers Day 2018 |
Pieces of evidence and concrete examples occurring in the community show that in the past 3 years, local sneakers have been in great demand by our society which is appropriate and as it should be. In which it’s the time to increase the pride of using local products without feeling prestige. In other words, don’t be embarrassed by using local products. Nevertheless, admittedly, local sneakers brands are still less audible compared to foreign brands. Although people are excited about the local sneakers, let’s say in a sneakers event like Jakarta Sneakers Day, but, still, people are more excited about foreign sneakers brands. Besides, talking about quality, local sneakers actually not inferior to foreign sneakers' products. Instead, we must proud because local products such as local sneakers can make and provide such high-quality products with an affordable range of prices. However, indeed, occasionally foreign sneakers still considered as more prestigious when worn, but, that is not always true either. Prestige is not relative, the proof is Jokowi itself, in fact as the number one person in Indonesia, uses local sneakers. In other words, logically, Jokowi already believes in the quality of the brand which produced in which he wasn’t a coincidence in using it. However, the “Jokowi effect” expected to increase local sneakers’ sales after surprisingly came to JSD 2018 to buy a local sneaker.
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| Dr. Tirta Mandira Hudhi, an influencer of local products. |
A Google form survey result that I have conducted, may be able to get a small picture of what I’m looking for. In the survey, I asked several questionnaire questions about local sneakers. My purpose is to know how much Indonesian people know about Indonesian local sneakers products itself. Here’s the result.
I asked several questionnaire questions about local sneakers, the results of 28 respondents had a varied age range, which is between 19 years to 25 years where it turns out that most respondents were in the age range of 20-25 years, amounting to 18 respondents. Furthermore, 28 of the respondents who answered were male and female with a balanced outcome of 14 men and 14 women.
Enter the section yes or no questions, the first question with 66.7% results or as many as 18 out of 28 participants know what local sneakers are.
The second question, obtained with not a few people who don’t follow the development of local sneakers with the acquisition of 57.1% or as many as 16 people and 25% or as many as 7 people want to try it.
The next question is still related to the second question, which is if the respondent follows the development of local sneakers, what are the reasons he is interested? Of the 9 people who responded, the following is the result of my summary. The reason the respondents are interested, was because local sneakers were considered cheap and affordable that could beat foreign sneakers products in the matter of price and now the models are top-notch. By buying local sneakers, they can increase the purchasing power of local products and local tastes. wherein addition to many local sneakers that have simple but good designs, local sneakers are also booming because the local pride hashtags are echoed everywhere.
The fourth question, average respondents with the acquisition of 46.4% or 13 people answered that they know the local sneakers' information from social media such as Instagram, Youtube, Twitter, and so on.
The fifth question, most respondents answered "depends" as a result of the question more interested in local sneakers or foreign sneakers (international)? with 64.3% or 18 out of 28 people.
The next sixth question is still related to the previous question which is the fifth question, where if the answer is dependent, then what is the reason? From 17 people who responded, here is the following summary. It is said to depend because it depends on the price, quality, and model given from a sneaker. If the price and quality match the product provided, then they consider buying it. However, some people also answered that this was a prestige factor too, where those people would buy outside sneakers if they had more money, on the contrary, they would buy local sneakers if he had sufficient money because local sneakers were affordable.
The seventh question, in here many respondents do not know that some local sneakers have gone international with the results of 82.1% or 23 out of 28 people. That is a big number for people who don't know that some local sneakers have gone international.
The eighth question, 15 out of 28 respondents can mention whatever the local sneakers they know, including mentioning Geoff Max, Compass, Piero, SLPY Footwear, NAH Project, Wakai, Walko, Pijakbumi, Brodo, Khakikhakiku, Livehaf, Redknot, Scars, Joey Footwear, Volkarians, Orca, Sneakon, Nokha, Amble, Patrobas, Reyl Man, Blax Footwear, Brey Footwear, Coup d'etat, Portee Goods, WJ Sneakers, Gearfourth, and Ventela.
The ninth question and last, the majority of respondents with the acquisition of 66.7% or 18 out of 27 people who voted, said they might be interested in buying local Indonesian sneakers. Surprisingly, only 1 person answered uninterested and the remaining 8 people interested.
In conclusion, although quite a lot of people know local sneakers, however, many are not interested in following their development. For those who are interested, they know that local sneakers are inexpensive and affordable prices that can differ greatly from foreign sneakers. The models that are released are no less good with outside sneakers. They hope that buying local sneakers can increase the purchasing power of local products and the Indonesian people's taste for local products is increasing as a whole. The #localpride hashtag on various social media is one of the reasons that local sneakers can boom. Like most people in the current era, they know a lot about local sneakers' information from various social media platforms such as Instagram, Youtube, Twitter, and so on. Most respondents if asked about which are more interested between local and foreign sneakers, the answer depends. As a result, we know that they still want to consider local sneakers as their choice. Because it depends on the price, quality, and models provided by sneakers. If the price and quality match the product provided, hence, they consider buying it. However, some people also answered that this was a prestige factor too, where people would buy foreign shoes if they had more money, so we here know that some people still prioritize their prestige. However, unfortunately, there are still many who do not know that there are a number of Indonesian sneakers going worldwide. Although it turns out there are many people who know what local sneakers are available on the market now by mentioning their brands.
However, most of them are interested in buying local sneakers' products which are a very good thing for this nation. Why? Because what is said in the last 3 years is indeed true, that the Indonesian people, particularly among young people have started to love and wear local sneakers' products. The prestige has slowly begun to fade so that people can help boost Indonesia's economy. Indeed, it can be said that Indonesian society is consumptive, however, over time there will certainly be more creative hands that will turn that perception into something positive. The campaign carried out from the local pride hashtag (#localpride) will eventually achieve its goal because it can be said to slowly succeed in making people aware of the goodness of locally made products that we have. We also have to thank one of the influencers like Dr. Tirta Mandira Hudhi who has popularized #localpride or who has ordered to love our local products (Indonesia). Its mission is not just like a dream anymore but has been seen to be true. Not to forget, assisted by our president, Jokowi, as the number one person who participated in promoting love for local products. People like Jokowi and Dr. Tirta are influencers which can help a lot for Indonesian people to using local sneakers products more. They create an effect where people become interested after what they’ve done, and buying local sneakers is one example. What can we expect more from them? They’re influencers.
References:
1. Afriyadi, A., 2019. Menakar Jokowi Effect Pada Sneakers Lokal. [online] detikfinance. Available at: <https://finance.detik.com/berita-ekonomi-bisnis/d-4752983/menakar-jokowi-effect-pada-sneakers-lokal> [Accessed 22 April 2020].
2. Widyastuti, R., 2019. Demi Sneakers Lokal Compass, Pengunjung Sampai Rela Menginap. [online] Tempo. Available at: <https://bisnis.tempo.co/read/1270192/demi-sneakers-lokal-compass-pengunjung-sampai-rela-menginap> [Accessed 22 April 2020].
3. Ngantung, D., 2019. Sneakers Lokal Tetap Di Hati Meski Produk Luar Marak Di Pasaran. [online] wolipop. Available at: <https://wolipop.detik.com/fashion-news/d-4781861/sneakers-lokal-tetap-di-hati-meski-produk-luar-marak-di-pasaran> [Accessed 22 April 2020].
4. kumparan. 2019. Jakarta Sneaker Day 2019 Hadirkan Lebih Banyak Merek Lokal. [online] Available at: <https://kumparan.com/millennial/jakarta-sneaker-day-2019-hadirkan-lebih-banyak-merek-lokal-1549543249066699102/full> [Accessed 22 April 2020].
#hype #localpride #indonesia #sneakers #localsneakers
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