Indonesia-born ★ Fast Fashion is a Huge Hit with White-Collar Workers

ZARA, MUJI, UNIQLO—A survey by NNA, which distributes economic information in Asia, revealed that awareness of these fast fashion brands all exceeds 60% among office workers in Indonesia's major metropolitan areas. These three brands also dominate the list of favorite brands.
The survey was conducted online in early April this year, targeting office workers living in the metropolitan areas of Jakarta (the capital), Surabaya in East Java, and Medan in North Sumatra (100 respondents per city, totaling 300).

Regarding the question "Fast fashion brands you know," Spain's ZARA ranked first with a recognition rate of about 70%. Second was MUJI (67%) by Ryohin Keikaku, followed by Fast Retailing's UNIQLO (62%), with Japanese brands continuing to dominate the top spots.
For "Favorite Brand," ZARA also ranked first with 43% support. MUJI followed at 26%, and UNIQLO at 14%, with these three brands accounting for over 80% of the total. The top three for women were ZARA, MUJI, and UNIQLO. The top three for men were Forever 21, Topshop, and Converse.
Regarding "brands actually purchased," ZARA also led at 63%, showing a small gap compared to its awareness rate.
Looking at awareness by age group, ZARA was highest among those in their 30s and older, while UNIQLO was highest among those in their 20s. Both brands also translated this awareness into actual purchasing behavior. MUJI had high awareness across all age groups, with purchasing activity peaking among those in their late 30s, accounting for over 50%.

Hartono, editor-in-chief of local fashion magazine Grazia, noted, "ZARA entered the Indonesian market ahead of other brands in 2005, contributing to its high popularity." He analyzed that while MUJI and UNIQLO are relatively new brands, "their simple designs and good quality have been well-received by local consumers."