Layoffs looming, sales plunging. What's the solution? Brand founders explain

Creative industry is taking a hit from the Covid-19 pandemic. Popular local streetwear brand Public Culture slashed prices by up to 70% to keep sales afloat. “We have temporarily closed our stores and continue selling online,” said Phelia Amadea, the brand’s marketing executive.

A TFR contributor was laid off last Tuesday (24 March) from a start-up company, saying the start-up sacked two thirds of its employees as the company loses 80% of its revenue in March due to the pandemic.

Base Entertainment, the production house behind ‘Perempuan Tahan Jahanam (Impetigore),’ pauses production and delays premiere. “Film crew are mostly freelancers. I guess the financial statement should be fine,” said one of Base Entertainment producers, Wanyi Pratiknyo

“Businesses have to shift into the survival mode,” said David Teru, founder and photographer of photography studio Made by Stills. The studio is still taking in projects, but the shoot is done from home. “We have clients who continue shooting their products in effort to keep up with marketing on social media. Online activity is increasing.” 

Co-founder of Bandung-based fashion brand Mantra, Sin Aditya, told TFR sales didn’t fall drastically compared to businesses in the services sector. “Most local brands sell on online stores, so it is easy for customers to shop because they don’t have to go out.”

His strategy on the current situation is relying on digital platform. “Now is the time to find ways to actively update social media content, considering everyone is staying home, which means the duration people spend on phone is much longer than before. Brands have to be smart in creating social media content. Sales will follow suit when people are interested and aware of the content.”

Apart from discount and promotional deals, TFR also noticed that local brands have been creating Instagram story templates to increase engagement.

“Creative content people have to work hard to increase awareness and sell available products because production of new collection will be put on hold until the pandemic is over,” he added.