VISUAL BRAND ACTIVATON STUDY ON VISUAL MERCHANDISING SHOWROOM CLOTHING BRAND LOGO

• Main Author: Rosalina (NIM : 27114009), Emilia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/21942
• Institution: Institut Teknologi Bandung

Fast growth of Indonesian clothes industries is one of the impact from Indonesian people high demand of clothing and fashion and the brand has been a media to show their identity and their way of live that gain their confident. But it is ashamed that Indonesian local brand has not been well known and still consider not prestigious compare to the brand from abroad. <br /> <br /> <br /> Visual merchandising became one of the media in shopping area that local clothing brand producers to support their product marketing that represent their product and their brand in order to create great shopping atmosphere so that their product and brand being recognised, understandable and liked. Regarding the understand of product and brand in the shopping area, visual merchandising has become on of activity that build the brand to become well known and alive or it is well known as brand activation. Study about visual brand activation at visual merchandising showroom on the brand "logo" as one of local clothing brand that has been well known, alive and liked by young Indonesian people has become an important study for local brand to compete with international brands. <br /> <br /> <br /> This study is qualitative using visual analyst by emotional design approaches as a parameter emotional responses from costumers and psychographic as a tool that discribe costumers segment according to their psychology character that usually connected with their behaviour, interest and ways of live. The result from this study shows that brand activation on visual merchandising showroom "logo" brand can create emotional responses which is the interest of the product costumers comfortably and costumers conformty with "logo" product that shows on showroom has create a strong bond between the brand and the costumers so that become one of motivation that push the costumers to like and love "logo" brand that makes "logo" brand live in the heart of their costumers . <br />