National pride as a motivator: A phenomenological approach of understanding Indonesian millennial men’s local clothing brands purchases

The Indonesian fashion industry is experiencing a dynamic transformation driven by a burgeoning youth market. While local menswear brands face intensified competition from global counterparts, understanding the intricacies of consumer behaviour is paramount for their success. This study delves into the motivations and preferences of Indonesian millennial male consumers, examining the interplay between national pride, brand perception and purchasing behaviour. Through a phenomenological study involving ten participants, we explored how these factors influence decisions regarding local menswear brands. Contrary to expectations, national pride emerged as a secondary motivator for consumer choices. While collaborations between local brands and national symbols, such as sports teams, can generate initial interest, consumer loyalty often rests with the team rather than the brand itself. Price and product quality emerged as primary determinants of purchasing decisions, with participants demonstrating a willingness to explore both local and foreign options. The findings underscore the importance of offering competitive pricing, superior quality and products that align with consumers’ personal styles. While nationalistic sentiments can be leveraged strategically, building a strong brand identity based on consumer preferences is crucial for long-term success in the Indonesian menswear market. By comprehending the evolving dynamics of this target market, local brands can enhance their competitive positioning and capitalize on growth opportunities.