Living
in Waerebo, known as a unique area and a tourist destination, inspired
Kresensia Risna Efrieno, or Isna, as she is called, to create a creative
business by promoting t-shirts as souvenirs. Now, she is living in Yogyakarta
and as a young activist she takes the initiative to produce t-shirt designs
from Flores area and its surroundings. Isna produces t-shirts with the Bengkes
Nai brand, which means ‘a hopeful heart’. By the brand she created, it is
hoped that the t-shirt business can become a sustainable business and provide a
better life.
Isna chose t-shirts because t-shirts are commonly worn by all ages people, from children to the elderly, and it may be accepted in various regions. Apart from that, the need for t-shirts can be said to be stable because they are flexible, have varied models, and are available in various price options. Even t-shirts may become a trend and show a lifestyle. Apart from that, the consideration of pursuing a t-shirt business, among other things, is as a space for expression of the creativity that appears in t-shirt designs, the images, fonts and writing, color combinations, to certain messages. T-shirts have a wide market segment and have various functions such as fashion, daily wear, sports, special events, souvenirs, conveying messages, or showing certain communities. T-shirt production requires relatively affordable costs, meaning that the capital spent depends on the production quantity, t-shirt material, and type of design printing (screen printing, embroidery, or other techniques). T-shirts also promise profits, because, between production costs and selling prices, there is a sufficient margin as profit, if the business is managed well, effective targeting market segments, right in marketing strategies, and always up-to-date.
The
production process of Bengkes Nai's t-shirt begins with brainstorming ideas,
formulating design alternatives, and determining the t-shirt material and type
of printing. As a first step, she promoted t-shirts with the iconic Waerebo
design, t-shirts with typical Flores images, and t-shirts with wise words from
the Manggarai area, in addition to t-shirts with other designs. One example of
wise words on the t-shirt is Neka Hemong Kuni Agu Kalo, which
means ‘Never Forget the Land of Birthplace’. T-shirt marketing is done through
social media and direct sales in her hometown. One marketing strategy is producing
t-shirts in limited quantities to create a sense of pride among consumers when
they own them. Until now, Isna and her family have been marketing the t-shirts
in their hometown to the local community and tourists who come to Waerebo.
The
t-shirt business is a learning process, how to come up with new ideas, design
impressive designs, and market creatively so that the product is accepted by
consumers. The most important thing is the woman’s courage to step up to start
a business that deserves appreciation and support. Keep moving forward and be
creative through Bengkes Nai T-shirts! ***
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