Endang Kadarsih is a prime example of dedication, long-term vision, and innovative fashion strategies that drive success in the industry, demonstrating that thriving in this field requires more than just creativity. Starting her fashion business in 2000, Endang has made a name for herself by producing a range of clothing, including bikinis, surfwear, yoga wear, t-shirts, polos, and dresses—though she steers clear of party gowns. With a team of 17 in Bali and many more outside the island, Nadya Fashion Bali continues to thrive thanks to a mix of deep experience, ongoing innovation, and strategic planning to tackle the ever-changing market challenges.

Endang launched her business armed with over a decade of experience working for major garment companies in Indonesia and internationally. This experience, combined with support from her husband, who is also seasoned in the industry, provided a solid foundation for building Nadya Fashion Bali. Recognizing the importance of business continuity, Endang rebranded her company to Nadya Fashion Bali in 2008, inspired by her daughter’s name. This move was a clear commitment to ensuring the business could be passed down through generations.

However, Endang’s journey hasn’t been without its hurdles. Over the past 20 years, she’s faced numerous challenges that tested her resilience and creativity. Her strategy for surviving in the dynamic fashion world includes staying on top of trends, innovating quickly, and building strong relationships with customers. One pivotal moment was the COVID-19 pandemic. Despite a drop in demand for bikinis and swimwear, Endang took a bold step by introducing medical scarves, which were in high demand. Quick responses from the market and word-of-mouth recommendations helped keep the business afloat during tough times, with her team working overtime to fulfill orders.

Endang Kadarsih and nadya fashion Bali innovative fashion strategies

Beyond the pandemic, global economic crises and disasters like fires have also impacted Nadya Fashion Bali. For instance, a major client, Hawaii, saw a drop in orders due to a massive fire in the U.S. Nonetheless, Endang managed to secure orders from Australia, though in smaller quantities. The key to surviving these situations has been market diversity and rapid adaptation.

A significant challenge Nadya Fashion Bali faces today is the inability to handle small orders as the business has scaled up. Initially, they accepted all types of orders regardless of size, but now, with a larger scale, the focus has shifted to bigger orders. The time-consuming follow-up process remains a challenge, as treating small and large customers requires equal attention.

Currently, Endang is preparing for the future of her business by involving her daughter, Nadya, in the fashion world. While Endang dreams of having her own brand, the busy nature of her current operations makes it challenging to pursue that goal. Instead, her daughter is developing her own brand, now marketed in Ubud with a focus on casual fashion.

Nadya Fashion Bali success is also closely linked to its strong relationship with fabric suppliers like Paramatex. Endang has sourced fabrics from Paramatex from the start, relying on the quality and variety they offer, including vita fabric, nylon lycra, viscose lycra, and recycled materials. The long-term relationship with Paramatex, known for its friendly and responsive staff, has greatly contributed to her business’s success. Endang values the consistent service, even during closing hours, and the ease of sample and goods delivery.

Endang Kadarsih’s inspiring journey highlights the importance of thorough preparation and the ability to adapt flexibly to changes in the fashion industry. Success in business doesn’t just require the courage to start but also a deep understanding and meticulous strategic planning. Endang demonstrates that to remain relevant and grow in a competitive market, it’s crucial to continuously learn, innovate, and maintain good relationships with business partners and the team. Her commitment to high quality and service, along with her ability to plan and prepare for the future, makes her an inspiring role model for entrepreneurs in fashion and other industries alike.