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Matahari

MATAHARI DEPARTMENT STORE

Company: Matahari Department Store Tbk PT

Brand value: US$ 1,082million

Year on year change: -13%

Category: Retail

Headquarter city: Tangerang

Year formed: 1958

Matahari is a national chain of department stores, which owns and operates around 150 stores in 70 cities. The brand offers styles and products to suit the broad range of lifestyles and fashion preferences among Indonesian shoppers, but faces intense pressure from the rise of e-commerce in Indonesia, and profits in 2018 were down significantly. The brand has recently created a new store, called Mono Store 361°, in collaboration with China’s largest shoe manufacturer. Marketing for the physical stores tends to focus on discounting around festive seasons, such as Christmas, Ramadhan and Chinese New Year. Advertising has a light style, and Matahari’s Chinese New Year campaign for 2019 deployed humor to attract shoppers. Matahari sponsors several fashion shows, including Jakarta Fashion Week and Pesona Ramadhan Fashion Delight.

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