EXPLORATORY ANALYSIS ON ONLINE BRANDING STRATEGIES AND ITS EFFECTIVENESS ON CUSTOMER EXPERIENCE OF INDONESIA FASHION RETAILER WEBSITES

• Main Author: Rayhan Ramadhan (19015072), Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29313
• Institution: Institut Teknologi Bandung

Internet has become a major marketplace and a perfect tool for marketing channel to help expand their business opportunities, especially for fashion industries. The numbers of fashion transaction sold via internet has grown rapidly throughout years and have been growing between 25-30 percent a year since 2000. Fashion was the product category that has the most purchased via online in Indonesia in 2014. A lot of fashion brands has their own promotional strategies via online platform. To acknowledge how multichannel retailers and pure online retailers communicate their brands online, an exploratory analysis of top online fashion retail in Indonesia needs to be done and measure the effectiveness of the customer experience on the website. Literature review was done to analyze the theoretical background of this research, and an experiment done in a top fashion company such as ZARA, H&M, Uniqlo, Zalora, Berrybenka, and VIP Plaza. The methodology used for the exploratory analysis was referred from the previous study and the sentiment analysis was conducted from the customer testimonies from the last three months. The result of the study shows that all fashion retailers achieve consistency of visual identity. However, there are differences on how the retailers provide the brand experience and create the brand loyalty on online platform. The pure online retailers provide more brand experience and brand loyalty performance to the consumers compared to the multichannel retailers. The conclusion is proven by the sentiment analysis that shows that pure online retailers provided more positive customer experience compared to the multichannel retailers despite how big the multichannel brand is.