Edness Expands Market Share Through Digital Transformation

Strategic Shift to Digital Distribution

Edness by Kayla, a well-established local fashion brand, is implementing a strategic business expansion through digital channels to capture a larger share of Indonesia's substantial female fashion market. The industry is valued at hundreds of trillions of rupiah annually, presenting significant growth opportunities.

Rationale for Digital-First Approach

After 14 years of operations, Edness has reassessed its market approach, recognizing that expanding distribution networks and improving efficiency are critical growth factors in an increasingly competitive industry landscape. The company is now focusing on strengthening its digital sales ecosystem through comprehensive affiliate programs across multiple online marketplaces.

Key Benefits of Digital Strategy

The digital-first strategy allows Edness to achieve market expansion without substantial investment in physical retail infrastructure. According to Kayla Pranes Edward, Creative Director and owner of Edness, this approach enables the brand to reach wider audiences while maintaining operational efficiency. The strategy represents a significant shift in how Edness operates, moving away from traditional retail expansion methods.

Market Context and Future Prospects

The decision to prioritize digital distribution comes as the Indonesian fashion industry continues to grow, driven by increasing consumer demand and the rising influence of digital platforms. Edness's strategic move positions the brand to capitalize on these trends, potentially strengthening its market position in the competitive fashion sector.