What business are you in?
Kin No Hasu is a fashion brand established in 2018 under the name of KazokuCompany. Kin No Hasu focused in Japanese inspired fashion and comes with its flagship product which is a reversible haori that rooted back to where it originally comes from.
Who is your target market?
Our segment that we claim for our marketing activity is categorized by four aspects; demographics, behavioral, psychographic, and geographic segmentation.
- demographic: age 17-35 years old, gender female & male, occupation college students, young workers, employee
- behavioral: buying power Rp300.000-500.000
-psychographic: fashion & Japanese enthusiast
- geographical: big cities such as jakarta, bandung, surabaya, bali, yogyakarta
What is your competitive advantage?
Inspired by the haori and a Japanese tradition called ‘Hidden Beauty’, Kin No Hasu adopts it into a reversible designed haori. This reversible design can accommodate the desire of people to explore fashion from the most simple-styled ones until the outrageous ones. Torecreate the Japanese-styled painting from the Hidden Beauty style, we collaborate with local artists to make an authentic and original design with a subtle touch of local folklore storytelling. We also offer comfort to our customer by using premium quality fabric, printing, and stitching in our product.
Who is your competition? Is there a competitor that you admire most? If so, why?
We have several competitors that have the same market with us, such as bluesville, save my Monday, and jackhammer, and they are the current market leader and probably the customer's top of mind. Though they are our competitors, we also admire and look up to them. They can communicate their brand core to the customers while making durable, yet comfortable clothing for people who wore them.
If you could communicate a single message about your business, what would it be?
Kin No Hasu is an Indonesian fashion brand with the collaboration of Indonesian and Japanese culture.