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Aris Imran founded Jackarmy, a Bandung streetwear brand, and has served as the CEO since 2012. We meet Aris Imran to explore their products and brand visibility through offline store.
The name Jackarmy has a unique philosophy behind it. The name comes from Aris's younger brother, Jack, a member of the Indonesian Armed Forces (TNI). Aris combined these elements, believing it was a fitting choice, and the youth have well-received the Jackarmy branding.
Before founding Jackarmy, Aris worked as a production vendor for various local brands in Bandung. By 2009, Aris decided to use his expertise in clothing production to build his brand. However, Jackarmy's journey was not always smooth. Aris admits that the early sales of Jackarmy were very slow for nearly a year. It wasn’t until 2014 that significant growth occurred, and today, Jackarmy can achieve monthly revenues in billions of rupiah.
Aris says Jackarmy's Unique Selling Point (USP) is the Nusantara Series. This series showcases Indonesia's cultural diversity in Jackarmy’s t-shirt designs, from Java to Sulawesi, to Papua. Aris hopes to make Jackarmy widely recognized across different segments in Indonesia through the Nusantara Series.
After thriving in the marketplace, Jackarmy now has two offline stores in Bandung, located at Jl. Lengkong Kecil No. 26 and Jl. Dewi Sartika No. 71. Additionally, Aris has revealed that they are in the process of establishing their third offline store in Malang, East Java. One of the main reasons Jackarmy is opening offline stores is to bring the brand closer to customers. Jackarmy's strategy of converting online users to offline store visits has driven their success for 12 years.
Aris designated Jackarmy’s offline store at Jl. Dewi Sartika as the flagship store. With its contemporary streetwear-inspired interior, Jackarmy’s flagship store not only sells but also educates customers on production and industry insights. Customer feedback on this store has been very positive. Customers who previously only saw reviews on the marketplace can now experience and directly see the quality of Jackarmy products. Thus, Aris believes the flagship store is a key part of Jackarmy’s identity.
Another strategy is that Jackarmy does not differentiate prices, promotions, or product types offered between offline and online stores. Aris believes that both the marketplace and the flagship store play crucial roles in the success of the business. Aris hopes more young people will visit their flagship store after discovering Jackarmy online. The store is open for customers to shop, share experiences, and learn about entrepreneurship. Aris wants Jackarmy to educate future generations, beyond just being a fashion brand.
Jackarmy has partnered with Cloami for fabric procurement used in their t-shirts, pants, and other clothing products. According to Aris, this collaboration has been highly beneficial. He believes a competent third party in production is crucial in the capital-intensive fashion industry. Not only does Cloami supply high-quality fabric that meets Jackarmy's standards, but they are also communicative and punctual. Aris is confident that Jackarmy’s partnership with Cloami will ensure continued success for both brands.
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