| Philosophy | MullenLowe Indonesia has launched a branding campaign for Sale Stock, an emerging e-commerce fashion platform. Themed “Fashion for the rest of us”, the campaign aims to democratize good quality fashion for cost-sensitive women. A television and online campaign that is running on YouTube, Facebook, Line and Instagram is titled “Catwalk Nusantara” ('Nusantara' translates loosely to 'the archipelago' and is a way of referring to Indonesia). The campaign emphasizes the ease of shopping online at Sale Stock. The brand has within a year of its launch managed to become one of Indonesia's leading online stores, in the same league as Lazada and Tokopedia. Daniel Siswandi, chief strategy officer, MullenLowe Indonesia: Sales Stock primarily targets 18-34 year old females who are digital natives and access the internet regularly via their smartphones. They are students, first jobbers, or young professionals who keep up with the latest fashion trends, as being stylish is important to them. However, with limited money to spend on “wants”, they tend to be price-conscious and selective about what to buy. Before Sale Stock came along, the only access young women had to fashion in Indonesia were affordable retail outlets that did not necessarily carry the best quality product or a wide range of styles to choose from.
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