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The digital era brings new habits to today's society, including young parents who are among the millennial group who are closely related to social media and the market place. The habit of uploading photos to social media has the potential to increase consumptive habits, especially those related to baby and child products.

Comfort and quality are of course the main thing for kids, but trendy models have finally become an important consideration for parents who choose clothes for their children, which makes a lot of sense due to the new habit of being familiar with social media that displays attractive visuals. and cool.

This opportunity is read sharply by Libbybaby, a local brand of baby clothing under the auspices of CV Alpinika Unggul which was founded in 2005. "Since a dozen years ago, we have had difficulty finding clothes for babies and children that are cool and trendy at affordable prices, usually comfortable ones. present in a standard model, while the trendy ones have high selling prices so they are not affordable, this is what ultimately became the forerunner for us in establishing Libbybaby "'said Irene Imanata Santoso, as the founder and Director of Libbybaby Indonesia.

Since its inception, Libbybaby products have indeed set a different brand image related to ready to wear clothes for babies. Libbybaby is committed to providing high quality local products, which are no less quality than foreign products that have long existed in Indonesia.

Interestingly, Libbybaby is an original Indonesian brand that has received the International Oeko Tex standard 100 certificate for baby and children's clothing and SNI. Oeko Tex itself is an independent testing certification system for textile raw materials, semi-finished and finished products at all stages of the process. A product will be certified and allowed to carry STANDARD 100, if every component tested, from zippers, buttons, to upholstery and sewing thread, is free from hazardous chemicals.

The earth color collection is the prima donna of the Libbybaby product range, which always reads market demands and creates trends in the baby clothing market. “The increasing number of players in the baby and children's clothing market is a sign that market demand is increasing, this needs to be welcomed because it means that the market is getting wider, with the right strategy, namely creating trends accompanied by special quality products with international certification, and improving communication methods, especially on the platform digital, has become our capital to stand up to the challenges for the past 16 years, ”added Irene.

Libbybaby increases interaction through social media networks by prioritizing online campaigns through the hashtag #belanjadarirumah and building knowledge about the world of online shopping that is easily adapted by Libbybaby's target market during the pandemic, so that even though you cannot shop at offline stores, Libbybaby products can still be purchased directly on market place platforms such as Shopee, Tokopedia, Blibli, JD.ID and Lazada, as well as social media such as Instagram and Facebook Libbybaby, with prices ranging from IDR 30,000 to IDR 200,000 which is quite affordable for the Indonesian market.