Feel Good, Look Great

Fashion is an integral part of daily life for Indonesians, with many considering it important to their identity and lifestyle. According to our previous studies, in Indonesia, fashion products are always the most purchased items at any time, especially when Indonesians do online shopping [1] [2] [3], and they don’t even tend to limit their expense in shopping for fashion items while they are saving money to prepare for facing uncertain financial conditions [4] [5].

Hence, in response to this phenomenon, in January 2025, Snapcart conducted a survey to discover about Indonesians’ fashion preferences, budgets, inspirations, and purchasing habits with 4.989 respondents, and here are the results.

According to the data above, we can see that the majority of Indonesians place significant importance on fashion:

30% consider it very important
39% see it as important
26% rate it as quite important

Liza Amelia, Sales Executive of Snapcart in Jakarta (25/1) said, “Interestingly, a higher percentage of men (28%) rate fashion as “quite important” compared to women (25%). However, only 8% of Indonesians believe fashion is “not really important,” and a mere 1% consider it “unimportant.”

Furthermore, when it comes to budgeting for fashion, affordability is a key factor, which indicates that most Indonesians prioritize cost-effective fashion options:

65% spend less than IDR 500,000 per month
24% allocate IDR 500,000 to IDR 1,000,000
Only 6% exceed IDR 1,000,000

However, despite fashion’s importance, we discovered that not everyone follows the latest trends. Only 11% consistently stay updated, while 5% never follow trends, meanwhile the rest:

49% occasionally follow trends
20% frequently follow trends
15% rarely follow trends

Moreover, we also found that social media plays a vital role in shaping fashion preferences, that 79% of Indonesians find inspiration on social media, while the rest of our respondents said that their fashion inspirations are:

Magazines and clothing stores influence a smaller segment (4% and 3%, respectively).
Their friends’ advice (6%)

Interestingly, 8% don’t rely on any source for fashion inspiration.

Favorite Fashion Styles in Indonesia

Casual fashion reigns supreme among Indonesians:

63% prefer casual attire
18% favor formal styles
9% lean toward sporty outfits

Streetwear and vintage styles are less popular, with 8% and 6% choosing these looks, respectively.

In addition, this survey also figured out that accessories are a key part of fashion for many Indonesians, that they often wear it to imperfect their looks :

37% often wear watches
32% carry bags
14% use jewelry
13% opt for no accessories

Our data shows that men, in particular, favor watches (51%), while women are more inclined to carry bags (36%).

Indonesians’ Behaviour in Shopping for Fashion Items

According to the infographic above, in 2025, online shopping still dominates the retail landscape in Indonesia, that highlights the growing reliance on digital platforms for fashion purchases.