Grow with DOA
How Dewi Sandra Nurtures Her Muslim Fashion Line
As a country with the most significant Muslim population in the world, Indonesia has a big market for modest fashion. According to Zulkifli Hasan, the Minister of Trade of the Republic of Indonesia in the Jakarta Muslim Fashion Week (JMFW) 2023, the purchasing power of modest fashion products in Indonesia has increased by 6.1 percent in the last four years and is expected to continue to grow in line with the growth in the number of consumers/population. Given that, Indonesia may become the world’s modest fashion capital in 2024.
Following the big market potential, the number of modest fashion players is also growing fast. Looking at the situation, a player must create not only a high-quality product but also a product that tells a story and inspires people who wear it. This is what modest fashion brand, DOA, does. Created by the celebrity Dewi Sandra in 2018, DOA offers a meaningful story and substantial value for every product they have.
Inspired by the history of Islam
Dewi Sandra initiated DOA to inspire Muslim women to wear clothes that are not only fashionable but that also fit Islamic values. Not only that, she would like to help Muslim women to find the perfect attire as well as remind them of the history or value of Islam in every one of DOA’s products.
During the ideation process of every product, Dewi will bring forward several design recommendations and the story she would like to embed in the product. The story is usually inspired by the Quran, such as the story of Maryam, one of Islam’s most prominent female figures. Sometimes, it also highlights Islamic history, for example, by taking Andalusia, a place with an important story in Moslem civilization, as one of the inspirations for its products.
“Let’s say we decide to go with the story of Maryam. We will try to translate it into our design by finding the perfect pattern and colours to represent the story, among other details. We would like our consumers to understand the story of Maryam and instill her values, to inspire them to instill it in their daily lives when wearing the products,” said the representative of DOA.
Today, DOA offers a wide range of products, including scarves, dresses, tunics, outers, and trousers. They even have different types of scarves, such as khimar, bergo, and instant hijab. All of the products are known for their high-quality material and exclusively-designed patterns, making them one of a kind.
Besides providing great products, they also try to spread great impacts by supporting social events, donating to mosque constructions, regularly allocating budget for donations and zakat, and many more.
Reaching a wider audience through Tokopedia
Like any other business, awareness and accessibility is something that DOA considers when running their business. At first, they were selling their product online through their website. However, they then decided to expand their business by opening a shop on Tokopedia. DOA believes that as an established marketplace, Tokopedia will be able to attract more customers to DOA. They then proved the decision as DOA truly grew even bigger through Tokopedia.
DOA sees Tokopedia as the perfect e-commerce platform to grow its business as it has millions of users and provides exciting marketing campaigns that sellers can utilize. “Tokopedia often support us ahead and during our product launches, such as by providing us with a cashback program and including us in the Ramadan in Style campaign.”
Today, DOA sells 700–1000 products per month on Tokopedia, which contributes to 30–40% of their total revenue. Among the products purchased, scarves and praying sets are their best-selling items. Some of their products were event sent to Papua, meaning that they are truly able to reach almost every city across Indonesia through Tokopedia’s ecosystem.
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Find the selections of products from DOA here. Also, check out other choices of modest fashion on Tokopedia here.
