Depok-Bulan Maria Mundi Octavia and Najwa Chairunnisa, students of the Creative Advertising Study Program, Vocational Education Program at the Universitas Indonesia (UI) poured their creativity in the entrepreneurship field in the form of a clothing brand called Etstellas.id. Like most women their age, Bulan and Najwa – as they are called – like other female students like to dress up, take selfies, and mix and match clothes, then upload them to social media. Departing from the same hobby, they have an interest in fashion so they decided to start this online-based micro-business.
Having the tagline “Sell many stuff to complete your outfit”, Etstellas.id focuses on marketing its products on the online platforms Instagram and Shopee. Currently, the products are a variety of oversized T-shirts with many attractive designs. Bulan explained that the market segmentation targeted by Etstellas.id will not only focus on women, but also for men. “We are trying to expand the target market so that Etstellas.id can become one of the clothing brand choices that are sought after by teenage girls and boys,” said Bulan.
(Photo: Etstellas.id Products, Noire Vol. 2)
Etstellas.id is one of the entrepreneurs who managed to get funding for the Vocational Student Entrepreneurship Program (PWMV) in 2021 organized by the Directorate of Vocational and Professional Higher Education, Directorate General of Vocational Education, Ministry of Education, Culture, Research, and Technology of the Republic of Indonesia. It was received by Bulan and Najwa after going through various selections and competing with more than 1,000 applicants who are groups of students from various universities in Indonesia.
(Photo: Etstellas.id Products, Blanc Vol. 1)
“Etstellas.id is one of 455 entrepreneurial works of Indonesian vocational students who received funding aimed at establishing and advancing student businesses in various fields. After funding is given, each group will be assessed and must submit a monthly progress report on its business,” Najwa explained. Najwa menambahkan bahwa bekal pengetahuan dan materi yang diberikan saat perkuliahan, khususnya di bidang periklanan sangat membantu perkembangan Etstellas.id seperti memanfaatkan media placement yang tepat dan luas untuk pemasaran produknya. “The courses that we got in class, such as media buying techniques, negotiations, graphic design, and others really help us to continue to develop Etstellas.id so that it is increasingly known to the public,” said Najwa.
(Photo: Etstellas.id Products, Port in a Storm)
The fashion industry has now become one of the creative economy products that people are interested in. Through Etstellas.id, Bulan and Najwa can express and actualize themselves while hoping that they can contribute to the progress of the country’s fashion industry.
