REDEFINING BRAND POSITIONING FOR THE UP-CYCLED FASHION BRAND: KLACHÉ

• Main Author: Arsella Rahman (NIM 19014192), Dania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21558
• Institution: Institut Teknologi Bandung

As the business opportunities in the up-cycled fashion industry emerge, many entrepreneurs are now trying to enter the industry and it increases the competitiveness in the market. Entrepreneurs who run their businesses in this field needs to determine their brand positioning <br /> <br /> and strengthen it in order to face the competition. But in fact, not every brand has a strong positioning and it messes their marketing strategies. Therefore, through this research author would like to gain more customer insights that could help KLACHÉ to strengthen its positioning in the market so that it could develop better marketing strategies. The method that uses to collect data that needed to support this research is the qualitative method. Author of this research conduct the semi-structured interview to gather customer insights from the respondents. The targeted respondents of this research are the green consumers with several characteristics including female, domiciled in Indonesia, and with age range around 20 – 40 years. Respondents should also have interest in the environmental issue, eco-friendly product, or join the non-government organization (NGO) that concerns about the environment. The criteria for the targeted respondents were developed based on the related upcycled <br /> <br /> fashion brand target market characteristics. In addition, the object of this research is limited to an up-cycled fashion brand named KLACHÉ.From this research, author of this study find out that green consumers agree with the usage of the wooden reused material as the basic material to create the wooden reused clutch bag. The word reused or up-cycled resonates positive associations in the green consumers minds yet the values that the words reflected are still secondary to the performance of the product. Thus, the product design and its values should come first, and reused or up-cycled values are just additional but not detrimental to the brand. Since the product design becomes one of the green consumers’ concerns, the product should be designed as the crown of the bag or it should be the integrated part of the luxury of the bag even though the wooden part is a recycled material. In addition, using the eco-friendly product also brings enormous prestige for the green consumer. They admit it increases their confidence and makes them feel more unique. Therefore, <br /> <br /> KLACHÉ should be ready to become their statements. <br /> <br /> In order to serve as the statement of green consumers, KLACHÉ should be active in bringing the basic values of up-cycling by developing brand stories. KLACHÉ should be active in green consumer community conversations and ready to accept insights from them.