Kindr, a new sustainable kids clothing brand making waves in Jakarta, Indonesia
WHAT IS KINDR?
Kindr is a start-up kids clothing brand in Jakarta, Indonesia, that sells sustainable kids clothing online. But Kindr has a greater purpose in mind – saying no to fast fashion. Our role was helping the Kindr team introduce a new way for Indonesian parents to shop for kids' clothes sustainably. By creating a professional and trusted space to buy both certified-ethical new and quality-approved preloved kids clothing online, Kindr has the potential to revolutionise the way parents buy kids’ clothes. And we helped direct Kindr to align with the worldwide initiative toward creating a more sustainable circular-economy kids fashion business.
THE COMPLEXITY
We were tasked with pre- and post-launch brand building and strategic responsibility. Communicating the goals of Kindr and getting parents to buy into it as a purpose-led and reliable brand. The challenge was to ensure brand transparency, with Kindr as the ethical brand it is, while still trying to launch the brand efficiently and generate profit and brand awareness. This all being done in a foreign language in a foreign country – the main base being Jakarta, Indonesia.
Find out more about Kindr.
THE OPPORTUNITY
We have become acutely aware of the problems faced by the fashion industry, and how unsustainable fast fashion has become. More and more consumers are wanting more variety yet are wearing each item less and less. With profitability prioritised over quality and labour, cheaper quality materials are used and poor labour practices are followed to keep production costs low. The fashion industry is one of the largest contributors to global pollution. And the issue is even worse in kidswear – since kids outgrow their clothing at a much faster rate, especially in the early stages of development. This leaves parents with little choice than continually discarding and buying new.
And, with a huge turnaround and focus on quantity, parents are practically forced to continue buying unfit clothes of low quality that have to be replaced much more often – adding to the fast-fashion problem. It is expensive for parents to replenish clothes, and it takes effort to regularly do this. The entire process is also extremely damaging to the environment, as the unsustainable production and waste creates pollution (with most clothes ending up in landfills). Kindr aims to end this problem and Design Infestation continues to partner with the Kindr team to drive this message home In our actions, partnerships and initiatives for a better planet.
Kindr is entering the market at the right time. There’s a megatrend for sustainability and an increase in aware and conscientious consumers – making this industry ripe for disruption.
HOW IT WORKS
Kindr operates on the core question of, “As your child grows, why should their wardrobe?” – offering parents a chance to shop for new or preloved kids' clothing.
See Kindr's sustainable kids clothing.
After your first new purchase has been outgrown by your child, you can trade it in and the company buys it back from you for Kindr credits, which you use towards getting the next size up. We then wash, treat and sanitise these traded-in items, and resell them online as preloved at a cheaper price. This allows parents to spend less, and help out the environment at the same time.
Kindr to parents, Kindr to kids and Kindr to the environment.
Explore more on how Kindr works.
THE SOLUTION
Positioning Kindr as a sustainable and environmentally conscious brand has been the main goal for the strategic launch period. The brand engagement strategy included focusing on growing and simultaneously educating the social following on general sustainability issues, and specifically on the “slow fashion” movement. Positioning Kindr as an ethical and cause-led brand through inspiring and discerning initiatives and community engagement.
Communicating this relatively new way of shopping to the Indonesian market has been the primary task. And we utilised and leveraged social platforms and the website to communicate these complexities to customers and environmentally conscious parents. We have also aligned the brand and shown support online for other sustainable brands with the same purpose, which has resulted in our followers on Instagram having grown from April to August 2021 by nearly 6000. Utilisation of influencer support and like-minded business endorsements is also a core factor for the continuous growth in Kindr customers and followers.
After getting the necessary traction in Jakarta, we will assist Kindr in advancing their operations and reach as a global brand in the future – and, hopefully, get every parent to believe and support the Kindr philosophy.
Kindr – striving to save the planet one piece of clothing at a time.
Explore more on Kindr kids clothing.
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