THE INTERN

Localstrunk is a retail market that has the concept of a pop-up store. Before continuing to know more about Localstrunk, are you aware of what the retail market is? The retail market that is meant here is also known to be a multi-brand store. In the world of fashion, it is one of the new retail format strategies in which the company brings curated fashion brands to be placed in their boutiques. This multi-brand store works both online and on online platforms to engage more potential customers with the various brands that are available in the market. It also helps to gather traffic from different brands to create a wider market for other brands as mutualism benefits.

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Localstrunk was found back in 2012 by Windy Dana and her partner, Lando Michael. Windy Dana herself is a fashion enthusiast that has the vision to introduce locally made products to the market. She believes that local products have a high potential to compete with international brands, therefore she created a platform to be a medium for local brands. Windy Dana the owner of Localstrunk acts as the director and the person in charge of the company. Meanwhile, Lando Michael, her partner, has the responsibility for the company’s nances. Then, there is also one person in charge of the company’s marketing named Diana Caitilin. The small development team of Localstrunk proves to us that it is not a must to have a huge team to create the best out of a company. Apart from the people in charge of the business development of Localstrunk, there are also a lot of employees in charge of their offline stores.

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Localstrunk has a mission to lift various Indonesian quality brands and aims to raise the nation’s brands in the market

competition. In Localstrunk, customers will find various local brands easily as they are the medium for young designers to express their works. All of the brands that exist in Localstrunk are curated directly by the owner. Localstrunk itself has 4 offline stores in Jakarta: Grand Indonesia, Plaza Senayan, Mall of Indonesia, and lastly Pondok Indah Mall. As can be seen, all of the stores are located in strategic shopping malls spread around the capital city. Localstrunk also has a sister brand that carries similar brands as Localstrunk called Armari. Armari is located in Plaza Indonesia and has the same marketing team and retail format strategy.

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Localstrunk carries different products from clothing, accessories, shoes, and also food. As mentioned, Localstrunk has a total of 4 stores that spreads around Jakarta and carries a total of 50++ ready-to-wear brands. All of the brands that Localstrunk carries have passed the screening process.