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THE FUTURE OF WOMEN ENTREPRENEUR IN FASHION BUSINESS “HER’S” AS ORIGINAL BRAND FOR HAND MADE BAG FROM WEST JAVA, INDONESIA

THE FUTURE OF WOMEN ENTREPRENEUR IN FASHION BUSINESS
“HER’S” AS ORIGINAL BRAND FOR HAND MADE BAG FROM WEST JAVA, INDONESIA

paper for ICEBM UNTAR 2012

Rahma Santhi Zinaida1

1Universitas Bina Darma, Jl. A. Yani no. 12, Palembang 30264, Indonesia

e-mail : shanteeluv@gmail.com

Abstract

The past few decades, in Indonesia have seen an increase in the number of women who starting their own companies in fashion industries. With online social media like facebook, twitter, and also with smart phone like blackberry, their sell the product. This article profiles women entrepreneurs from Bandung, who own and manage small to medium sized enterprises in West Java, Indonesia. It examines the problems these woman faced during she run this business and her strategy to promote her original brand for hand made fashion bag. As we know, all the famous brand like Louise Vuiton, Prada, Gucci and many other are international brand that produce high quality and prestige fashion products like bag and shoes, and it cost very expensive, so this women entrepreneur create an original hand made bag with high quality of local material but still in a good price. “Her’s” is her brand name since two years ago, she sell many kind of women and man bag in variety colour and material. “Her’s” did not need a space like shop or boutique to get a customer , even though they still have their own shop in west java until now and already well known by many people. this article also explain that Women with entrepreneurial skills to starting their own businesses is an important aspect of economic development especially in countries such as Indonesia. What interesting in this paper is analize how women who basicly as a mother also can manage their time to be an entrepreneur and the problems facing by male and female entrepreneurs are totally different.

Keyword : Women Entrepreneur, Fashion, Bag

INTRODUCTION
Many study and research have shown that many successful entrepreneurs specialy woman start their businesses as a second or third profession. Because of their previous careers, women entrepreneurs enter the business world later on in life, around 40–60 years old, but now in Indonesia, woman start their bussines from young age or teenager becouse the high economic pressure and the increasing need. As women are now overtaking their male peers when it comes to education have higher education degrees is one of significant characteristics that many successful female entrepreneurs have in common.
Studies on women entrepreneurs show that women have to cope with stereotypic attitudes towards women on a daily basis. Business relations as customers, suppliers, banks, etc. constantly remind the entrepreneur that she is different, sometimes in a positive way such as by praising her for being a successful entrepreneur even though being a woman. Employees tend to mix the perceptions of the manager with their images of female role models leading to mixed expectations on the woman manager to be a manager as well as a “mother”. The workload associated with being a small business manager is also not easily combined with taking care of children and a family.
if the revenues are somewhat smaller, women entrepreneurs feel more in control and happier with their situation than if they worked as an employee. The future of woman entrepreneur in Indonesia specialy in west java are develop from year to year and officialy can support the government to increase jobless in Indonesia.
MATERIAL AND METHOD
Entrepreneur
Entrepreneurship comes from the entrepreneurial and business. Enterprises, means the act of charity, work, do something. So entrepreneurship is a fighter or a hero who does something. This is new in terms of etymology (word origin). According to Indonesian Dictionary, entrepreneurs are people who are good at identifying new product or talent, to determine how the new production, preparing to conduct operations of new products, manage its operations and market capitalization. So, entrepreneurship that leads people doing business / activity itself with all abilities. While entrepreneurship refers to a mental attitude that owned an entrepreneur in conducting business / activity. Entrepreneurship views of the resources in it is someone who brings resources such as labor, materials, and other assets in a combination that adds greater value than ever before and are also attached to the people who bring about change, innovation, and new rules.
One operational definition of entrepreneurship who managed to synthesize a functional role of the entrepreneur is the definition by Wennekers and Thurik (1999 : 46-47):
“… the ability and willingness of an individual real, that comes from themselves, in teams within and outside existing organizations, to find and create new economic opportunities
(new products, new production methods, new organizational schemes and combinations of the new goods market) and to introduce their ideas to the market, in the face of uncertainty and other obstacles, by making decisions on location, form and utility of the institution’s resources ” Therefore, entrepreneurship is essentially a characteristic behavior. Entrepreneurs may show only during certain stages of their careers with respect to certain activities (Carree and Thurik 2002: 4-5).
Kinds of entrepreneur
Many kinds of entrepreneur, like :
1. Women Entrepreneurs: a lot of women who go to the business field, it is couse by many factors, such as the ability to demonstrate achievements, help the household economy, the frustration of the previous work, etc.
2. Minority entrepreneurs: especially in Indonesia where minorities have less job opportunities, or the nomads of the specific areas that total of the minorities so they pursue business activities in everyday life. Business activity is becoming more and more advanced and formed a minority organizations in a particular city.
3. Immigrant entrepreneurs: the immigrant who enters an area it is usually difficult to obtain formal employment, and therefore they are more engage in non-formal job starting from petty trading to progress to intermediate level trading.
4. Part time entrepreneurs: starting a business in your spare time / part time. working part time not compromising his work for example employees who develop the hobby trade that ultimately bring huge benefits and sometimes turned professional her part time work.
5. Home based Entrepreneurs: eg catering / cake businessman from woman activities which started its business from home industry stairs which then progressed forward.
6. Family-owned business: a family who opened the various types and branches of business. It may be derived from the efforts of parents who develop forward, thus opening new branches and businesses in a variety of locations and led by anak2nya.
7. Copreneurs: made in a way that created a division of labor based on their skill and be responsible for a particular division of an existing business.

Woman Entrepreneur

Indonesia women continue to be empowered to build to build economic independence
in Indonesia. Women play a very important, regarding their great potential. In fact, of 230 Million People of Indonesia’s population 49.7 percent are women. If they play to be entrepreneurs, would bring major changes to the nation’s progress. (Nita yudi, 2012 ).
Barriers Factors and supporting factor that support female entrepreneurship :
1. Feminine instinct that works more closely, clever anticipate the future, to maintain
harmony, cooperation in household can be applied to business life.
2. Educate family members to be successful in the future can be developed in the
company’s management personnel.
3. Factors customs, examples in Bali and West Sumatra where women play a role in
regulating the family economy.
4. Environmental necessities of life such as sewing, embroidery, baking / cooking,
cosmetics encourage women entrepreneurs who developed the birth of the commodity.
5. Advanced of woman education world are very encouraging developments to become career woman employee / open his own business one in the various types of businesses Resistor

Supporting Factor that influent woman to start being a woman entrepreneur :

1. Femininity factor, where there housewife as with pregnancy, lactation tentunaya will disrupt business. This is done by delegating authority / duty to employees who certainly there are advantages and disadvantages.
2. Socio-cultural factors, customs. Women are responsible for household, if the child / husband ill it will disrupt business activities. Women are not as free as men to hold official travel, lobbying, dinner.
3. Emotional factors that women have, could be benefit / harm. for example, in decisions because of emotional factors, the decision that was taken will lose rationality, or in leading employees appeared emotional elements that affect the relationship with the employee.
4. The nature of clever, nimble, efficient in managing household finances will affect the company’s financial. Sometimes women entrepreneurs rather difficult in spend money and the price are rather high, which offered low ibu2 habits when buying and selling at a high price.
All weaknesses can be overcome in various ways with the help of the technology, education / training that can help in the management of emotional.

Method

This research is a qualitative reaserch with derscriptive method and using interview to collecting data. The subject if this research are two woman as a founder of HER’S mrs. Sondary Daisy and Mrs.Gita, they are best friend who start their business in 2009 as a small and medium enterprise in fashion area. This research located at Her’s Boutique Jl. Burangrang 40, West Java, Indonesia.

RESULT AND DISCUSSION

Her’s Bag History
The result from this research is Her’s brand as an original brand for woman bag from west java has a specific factor that involved the strategy in promote their product. By many factor as a background reason why this woman decided to start a new business beside their main job as a wife and a mother, they have to faced economic crisis and to continue their life.
inspired by the high range of the world famous brand bags, two housewives was inspired to create innovative products that good yet affordable handbags. with a continue their life, West Java, the outlook for the industry related to the fashion industry pretty well. There are many bags, shoes, clothes, industry in Bandung, but the competition is not to be used as a weakneses but a passion to continue to innovate and creative creation with the latest models and the best material.
starting their business in 2009 with business clothes and shoes, with private capital they see opportunities in the youth market. Their Home industry starts in the barn at home last at Burangrang road just two years, they finally decided to production oriented model bag branded bags such as gucci, furla, tods, Louis Vuiton, Botega, and many more. Indonesian people habit still love and adore bag models from international brand but locally made, so their business is the perfect product to fullfil Indonesian women desire and wish to have bags with international models and local prices.

Her’s and the future of woman entrepreneur
Start a woman entrepreneur is hard enough for them, the capital raised from the two of them was not enough, so they need other investors who also provide capital. the palce of production in Soreang but the botique in Burangrang area near their private house.
Based on the interview with the founder of Her’s brand, some factor that they think about being a woman entrepreneurs are In general, they encouraged to open their own business in fashion world because of the following factors, such as their business can
open up the opportunity for profit and make a job field to many people, it makes the, feel proud that their company can support the government mission to unless many jobless in Indonesia specialy in west java. By produce bag, they feel that they already meet with their personal interests and desires in fashion world, An opportunity to be a “Boss” in their own company and there is a freedom in manage the company.
For some woman, it is like a dream come true, running some business related to our passion, wearing something that we produce our self. With the encouragement of the above, then at the beginning of people want to open a business in the form of an individual, and after the business has grown, so the founder of Her’s brand began to consider other forms of business, such as alliances with legal status.
Based on them, some factors that support Her’s business development are:
Instinct woman who works more closely, clever, and anticipate to the future, to maintain harmony, cooperation within the household can be applied in business life, Educate family members / employee to be successful in the future, may be developed in the company’s management personnel, Environmental necessities of life such as beauty, fashion, sewing, embroidery, baking, dishes, cosmetics encourage the birth of female entrepreneurs who developed commodity in fashion world, and now on, many of advance women’s education are very encouraging women to develop, or open their own business in various fields of business.
CONCLUSION
Studies on women entrepreneurs show that women have to cope with stereotypic attitudes towards women on a daily basis. Business relations as customers, suppliers, banks, etc. constantly remind the entrepreneur that she is different, sometimes in a positive way such as by praising her for being a successful entrepreneur even though being a woman. Employees tend to mix the perceptions of the manager with their images of female role models leading to mixed expectations on the woman manager to be a manager as well as a “mother”. The workload associated with being a small business manager is also not easily combined with taking care of children and a family. Based on the interview with the founder of Her’s brand, some factor that they think about being a woman entrepreneurs are In general, they encouraged to open their own business in fashion world because of the following factors, such as their business canopen up the opportunity for profit and make a job field to many people, it makes the, feel proud that their company can support the government mission to unless many jobless in Indonesia specialy in west java. By produce bag, they feel that they already meet with their personal interests and desires in fashion world, An opportunity to be a “Boss” in their own company and there is a freedom in manage the company.
For some woman, it is like a dream come true, running some business related to our passion, wearing something that we produce our self. With the encouragement of the above, then at the beginning of people want to open a business in the form of an individual, and after the business has grown, so the founder of Her’s brand began to consider other forms of business, such as alliances with legal status.
ACKNOWLEDGEMENT
The acknowledgment from Mrs.Sondary and Mrs.Gita as the founder and owner of Her’s Brand that they want to support the government mission to reduce jobless or unemployment.

REFERENCE
Carree, M., and A. Roy Thurik (2002). The Impact of Entrepreneurship on Economic
Growth. In Zoltan Acs and David B. Audretsch (2003), International Handbook of Entrepreneurship Research, Boston/Dordrecht: Kluwer Academic Publishers.
http://www.ciputraentrepreneurship.com/edukasi/
http://iwapi-pusat.org/berita-170-kiprah-perempuan-tak-sebatas-dapur-kasur-dan-sumur.html