Sneakers.co.id – Year 2020 looks like it's still the year of Compass shoes, This shoe brand from Bandung, is made by Gunawan Kahar since 1998. Compass had created a stir in the sneakers scene with cancellation of their collaboration release with Potmeetspop and Old Blue co because of the many queues and the potential for chaos.
More than that, development of a brilliant Compass shoe marketing strategy, supposedly that brings them to the point now. Because it was at the beginning of its appearance, this brand has experienced product development stagnation. Although it seems that at that time all local products were also experienced because of the onslaught of imported shoe products since the early 2000s.
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Nah, For those of you who are curious about what the Compass shoe journey is like, this time sneakers.co.id will review a shoe brand that was once called magical shoes because it was so difficult to find on the market.
History Compass shoes
In the initial period of standing, namely 1998, Compass brand had a hard time. Especially at that time apart from competing with imported shoe products, we are also experiencing an economic crisis. Compass revival began in 2017 when Aji Handoko the creative director joins and develops the creative side and business strategy. Believed to be Aji Handoko there is. behind the success of this brand – as reported from the Youtube account 'Badass 23 Monkey’ 2019 then it turns out that since childhood Aji has liked shoes.
Aji Handoko
Aji Handoko is not new to the industry shoe, his work became widely known since designing ARL . shoes. – At that time Ariel NOAH became an ambassador. It is said that ARL is experiencing obstacles in terms of production, other than that. The ecosystem of the sneaker industry isn't like it is now.
The difficult journey brought Aji to meet Kahar Gunawan, owner of a shoe factory in Bandung who is willing to produce ARL. ARL is considered successful and has made Gunawan and Ajji work together since 2017 to rebuild the Compass shoes that Gunawan has started since 1998.
Reported from coverage 6 .with “At that time, Mr. Gunawan had almost given up because he was often left behind by his successful business partners. In fact, his wife has asked him to retire. Gunawan's last effort is to try to revive Compass because this is a domestic production and is expected to be successful in his own country,” said Aji.
Aji gets complete freedom from designing to building marketing strategies, Compass began to achieve success in 2018. This achievement is not surprising, because Aji is a shoe lover since childhood. Even, Little Aji brings shoes when he sleeps because he is so in love. other than that, The picture book is filled with pictures of shoes.
Collaboration Compass shoes
Aji's success seems not only to produce quality shoes. The success of the Compass brand lies in its success in bringing the Compass shoes as a powerful symbol of lifestyle. So, as it is now, Compass shoes are so sought after because in the end they are not just shoes, but it has become a symbol of sneakershead who have #localpride.
Birth man steps 31 last year in building this brand is very measurable. It started by presenting collaborations with a number of Indonesian influencers and sneakerheads. One of them was collaborating with Bryant Notodihardjo, influence as well as L.O.C's social media manager resulting in the release of Compass Bravo 001 .
Interesting Compass collaboration – even make a fuss – is a design for the denim community media, My Blood is Blue. From collaboration with this community, works appear collaboration with Pot Meets Pop and Compass 98 Vintage designed by Old Blue Co.
Controlling the year 2020, they further strengthen their position in the scene sneakers in collaboration with the Rocket Flight Group (mortgage) – band from jjakarta. Each version of this collaboration is specifically designed to describe the personality of the KPR personnel, namely Coki, Rey, and also Viki.
Even this collaboration provides a very complete experience because the launch is very unique through the tour Collaboration Skyrocketed held in five cities, that is Bandung, Surabaya, Makassar, Bali, and Jakarta.
Compass shoes It was called the Invisibility Shoe
The skyrocketing Compass shoes and this series of epic collaborations make Kompas even more proud. along with it, the #IndoPride movement and then #Localpride as a form of love for local products and ecosystems was campaigned by the community as well as a number of influence make Compass shoes more hunted.
Until at one point the term Magical Shoes appeared.
Maybe it's because a lot of people have a hard time buying these shoes. How not, on every release of the latest type or model, Compass shoes always run out in hours and even minutes.
Production Strategy Compass shoes
Rare in the market, The nickname of the magical shoe seems to be precisely because Aji tries to maintain the company value that has been in place for decades from Compass shoes since 1998. Family spirit is maintained both in production and marketing. Looks like the strength of the Compass shoe brand starts here.
This is the spirit and value of the company that brings Aji to use tagline “People's shoest" and also the designation "Compass friends“for this shoe lover. Aji and the company's management also don't want to directly increase production figures beyond their capacity and resource capabilities, in order to maintain the company's relay from generation to generation.
Last year, the production capacity was around 3000 install per month, currently the increase in production capacity is also limited 4500-5000 install per month. This production strategy is carried out because in addition to looking at production capabilities,, also expected quality standards sneakers which is marketed is maintained and does not disappoint Compass friends.
It seems that this strategy is very successful in bringing Compass shoes as game changing for local shoes. Yup, looks like a brand gets validation when they enter the all-time sneaker business game. Resale!
The resale price of Compass shoes can even break the numbers 2 million rupiah. Doesn't make sense? But this is the sneaker ecosystem, everyone celebrate.
