PROPOSED NEW MARKETING STRATEGY TO INCREASE MONTHLY REVENUE OF NEW FASHION BRAND (CASE OF HUGH FASHION BRAND)

• Main Author: FAKHRURAZI 29116079, MUHAMMAD
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29192
• Institution: Institut Teknologi Bandung

HUGH is a men online fashion retail company providing product of manly culture. HUGH reduce the hardship by providing men the currated product and guide on how to dress more proper to show his alpha side for specific occasion. Since established in 2017, HUGH is considerably slow in their early phase of starting a fashion brand. In this phase a company need a large sum of working capital and retained earning to operate. Thus it is crucial that the company must increase their sales per month. <br /> <br /> <br /> This study aim to determine the cause of HUGH’s low monthly revenue. The research method used qualitative and quantitatve method . Quantitative method are used to obtain primary data for potential customer analysis by distributing questionnaires, while qualitative methods are used to obtain primary data from the interview with the owner and observation. To support this research method, secondary data is required such as journal, literature, and previous research. <br /> <br /> <br /> The gathered data then used to make internal and external analysis. The internal analysis is used to gather information about internal condition oh HUGH, while the external analysis is used to evaluate the industry enviroment as well as defining the potential customer behaviour of fashion industry. Furthermore after internal and external analysis conducted, researcher used Ishikawa’s fishbone diagram to determine lack of competitive advantage, do not have offline channel and low of brand awareness as the root cause of low monthly revenue. <br /> <br /> <br /> Based from the analysis conducted researcher suggest a new marketing strategy as a solution to solve the cause of the problem. The suggested marketing strategy is an improvement of four’s P mixed with Marketing 4.0 based on potential customer purchase dicision process and their five path of aware, appeal, ask, act and advocate. <br /> <br />