Buttonscarves is a premium Indonesian fashion and lifestyle brand specializing in headscarves (hijabs) and modest wear for modern women. Founded in 2016, the brand originally started selling hijabs, but as customer interest grew over time, they expanded their range to include bags, accessories and ready-to-wear apparel.
The pandemic impacted the brand heavily as retail sales declined by 60% due to the nationwide lockdown in Indonesia. Buttonscarves knew they had to change their strategy to convert offline customers online. Inspired by the WGSN Brand Strategies report, Buttonscarves invested in digital activations, specifically the livestreaming shopper-tainment to engage with the consumers – becoming one of the first local brands in Indonesia to adopt the live-selling strategy.
Buttonscarves differentiates itself in the market by offering stylish and colourful designs. By using WGSN’s colour, prints & patterns forecasts and product development content, the team were able to design products that stood out and were loved by its growing customer base.
Results
Through WGSN, Buttonscarves adapted strategies to stay ahead of lifestyle shifts and create the right products at the right time. Their sales tripled during live-selling and it has become their key selling strategy. The products inspired by WGSN reports, such as the Alma Flap Bags and the Wonderful Harmony Collection, nearly sold out within a month of launch.
“WGSN is our ultimate guidebook. For us, it’s a map that shows us where to go. If you want to stay ahead, I recommend using WGSN.”
- Linda Anggreaningsih, CEO of Buttonscarves
