PROPOSED MARKETING STRATEGY FOR FASHION COMPANY: FEYSEN

• Main Author: Iryani/29115609
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/28148
• Institution: Institut Teknologi Bandung

Modest fashion business is now growing significantly in Indonesia. Many new brands emerge. Feysen as local brand also comes to take part in this industry offering modest wear for woman with affordable price. Since it starts opening, the company operates in a very high competiveness among many other clothing businesses. As time goes by, there are some problems occurred that have been hampering company’s effort to grow. The current issue that is faced by the company results in the low performance of sales. The purpose of this study is to investigate the current situation of business in order to find solution for the problem. <br /> <br /> Researcher gathers data about possible factor causing the problem by performing analysis using 5C, STP and marketing mix. The findings are then summarized into SWOT of Feysen to know some root cause of the problem. For better understanding of customers the analysis is also completed by analyzing 109 Feysen’s customers’ feedback through survey. Literature review and benchmarking is done to explore more insight for a better solution. <br /> <br /> The result of situational analysis shows that Feysen has four major problems that lead to the stagnant revenue. They are lack product uniqueness, lack promotional activities, lack utilizing online media site, and ineffective pricing setting. Therefore, Feysen should define its new marketing strategy. The proposed strategy focused on the improvement of product, price, distribution, and promotion activity that aim to gain revenue stream to the company. Implementation of proposed strategies is explained in business timeline for one year. <br /> <br /> Keywords: Fashion business, modest wear, muslimwear, marketing mix, promotion activity <br /> <br />