A comparative analysis of social media engagement of brand local fashion in Indonesia

Abstract

The fashion industry significantly contributes to Indonesia's creative economy, accounting for 17% of the GDP in 2020. With the advent of digital technology and the resurgence of local brands, the sector has seen substantial growth, especially in e-commerce where fashion remains the top-selling category. The increased competition among local brands necessitates effective competitive strategies, particularly through social media, which has seen a dramatic rise in users, reaching 191.4 million in 2023. This research focuses on analyzing the Instagram accounts of the top 5 local fashion brands in Indonesia, as identified by the Fluenshion survey. Using qualitative case study methods and secondary data from Analisa.io, the study evaluates the social media strategies of these brands over a one-year period (2022-2023). The findings reveal varying levels of engagement and strategy effectiveness among the brands, with recommendations emphasizing the importance of content type, posting frequency, and interactive social media use to enhance brand engagement.