Erigo's Journey From Local Brand to International Brand

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  By : Valeshia Trevana Ruang Jurnalis, Medan. Indonesia has a lot of potential to develop the Indonesian brand to penetrate the international world. Of course, penetrating the international world is not an easy thing. However, this Indonesian brand called Erigo has managed to overcome difficulties to penetrate Time Square, New York. Erigo is a brand that focuses on fashion for women and men. Erigo wants to present products for young people who want to look trendy, semi-formal, casual and comfortable. Muhammad Sadad founded Erigo in 2013. The target of the Erigo brand is the Millennial Generation and Generation Z. Sadad first sold his clothing line at Pop-Up Store Events such as the Jackcloth store and so on. In 2016, Erigo succeeded in attracting the attention of the Indonesian Local Independent Brand Community. Sadad also succeeded in increasing his workforce by 50 people. Erigo expanded its warehouse by 400 m 2 . In 2019, Erigo opened a shop to expand its target market.
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Thought to be an International Brand, It Turns Out This Brand is From Indonesia

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By : Valeshia Trevana

Ruang Jurnalis, Medan. If we talk about luxury brand, maybe the brand that we think are Hermes, Luis Vuitton, Prada, Gucci, or other luxury brand.

Turn out, there are many luxury brand came from Indonesia. Those brands are Doris Dorothea and Jetalla’aneiu. Two of them are Indonesian products. The price of products at this brand is almost equivalent to international brands.

Jetalla’eaneiu is one of bag brand which come from Bandung. To get thus bag, you have to be in waiting list for two years. This brand focused on bag product and leather goods handmade results. Bags by Jetalla’aeniu are using that is improted directly from German and France. Jetalla'aneiu brand bags are made manually.

Because this bags are made manually, one bag requires 60 hours. So, it's not surprising that the waiting list for this bag brand takes 2 years.

Other than Jetalla’aneiu, Doris Dorothea brand also made from Indonesia. The company of Doris Dorothea was built since 1985 named Cardina. Cardina became a big company that imported leather bag to abroad.

As time goes by, there are so manya fan of leather bag in Indonesia. This thing makes Riza Assefaf and Fara Shahab, the second generation from Cardina changed the company name to Doris Dorothea.

Was made by the hands of skilled and traditional craftsmen, Doris Dorothea is here as exotic leather to promote Indonesia's wealth.

The first time this brand was able to reach the international market was by selling its bag products in the international markets of Timur Tenagh and Europe. Other than that, Doris Dorothea also often joining fashion show event for their unique luxury brand that made private and only attended by royal family.


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