iStyle Business Strategy and Growth Post Rebranding

The large demand for beauty and lifestyle products becomes iStyle's current focus, as an e-commerce platform with an online mall concept. After last year rebranding, they continue to focus on expanding the product line by presenting Korean fashion brands such as Marhen J & Find Kapoor followed by various merchandise and K-Pop albums.

The company's focus on Korean products is supported by the Korean Foundation for International Cultural Exchange (KOFICE) research in 2021. Indonesia is a country with high interest in the Korean wave. Based on this research, Indonesia positioned in the 4th rank as a country with high interested in Korean culture. 1 of 2 Indonesians like Korean things, from movies, dramas, music, and other entertainment programs.

"This Korean wave also influences people's product preferences and becomes an inspiration for them in daily life, and this is proven as Korean products are the most sought after by iStyle.id customers," iStyle's CEO, Steven Calvin Victory said.