Indonesian ‘LV of scarves’ dresses up modest fashion space

Buttonscarves, an Indonesian fashion brand, was founded just eight years ago. Yet, it has been touted by some as the country’s “Louis Vuitton of scarves.”

How has a relatively new brand managed to achieve such clout, while also expanding into new categories including accessories, footwear, and bags?

Photo credit: Buttonscarves

Buttonscarves operates in the affordable luxury category, focusing on novel designs and high-quality materials. Its scarves go for higher prices compared to those found on ecommerce platforms like Tokopedia and Shopee but still cost far less than those from the likes of Hermes and Fendi.

For example, a scarf from Buttonscarves can cost between US$13 and US$65, compared to the average selling price of around US$800 for an Hermes piece.

Genesis

Scarves are a popular item in Indonesia. This makes sense, as the accessory is often paired with traditional clothing like the kebaya. Scarves, particularly the kerudung – or headscarf – are also essential components of religious attire for Indonesia’s large population of Muslim women.

Photo credit: Modinity

Buttonscarves was born because its founder and CEO, Linda Anggreaningsih, found it difficult to find premium scarves that fit both formal and informal occasions.

“Many women were looking for scarves that combined modesty with elegance, but options were limited in terms of design, material, and overall quality,” Anggreaningsih tells Tech in Asia.

While Anggreaningsih did not provide any revenue numbers, she tells Tech in Asia that the company has generated “substantial growth year over year,” fueled by its presence both online and offline.

So far, the CEO has forgone raising VC money because she wants full control over the direction of Buttonscarves and wants to grow without external pressure.

According to Anggreaningsih, the firm has kept its expenses in check and has been in the black since its first year of operations. The company did this fine-tuning its supply chain operations and keeping its focus on high-margin products “that resonate with our customers.”

One of Buttonscarves’ strategies was relying on a select group of suppliers. By doing this, Anggreaningsih says the firm could negotiate pricing while maintaining the quality of its products.

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