CONSUMER PREFERENCES TOWARDS SLOW FASHION PROCESS VALUE. CASE STUDY OF: X,Y,Z

• Main Author: MARDHIYAH (19015018 ), NABILAH
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/29450
• Institution: Institut Teknologi Bandung

In this era of economic rapid growth in Indonesia, creative industry has started being the new pillars of <br /> <br /> economic forces. As the second most contributing subsector in creative industry, fashion industry is <br /> <br /> surely promising to the future. But as technology growing rapid, fashion has turned into fast production <br /> <br /> and began irresponsible for the impacts. The need for emerged alternative is necessary in which we call <br /> <br /> the solution is slow fashion. Slow fashion is being developed in Indonesia from the chosen brand that <br /> <br /> the authors have chosen. Thus, Indonesian fashion brands need to have knowledge in slow fashion <br /> <br /> movement. The research was conducted to study consumer preferences on slow fashion process value. <br /> <br /> The values are being determined by literatures review and preliminary qualitative research towards <br /> <br /> Brand X, Y, and Z. <br /> <br /> The research used qualitative and quantitative method. Qualitative data is used for preliminary study in <br /> <br /> slow fashion process in Indonesia. Qualitative data by utilizing semi-structured interview, observation, <br /> <br /> and secondary data. The respondents of the interview were the people that directly has decision making <br /> <br /> force in the brand in order to have purposive samples. Quantitative data is used in order to get <br /> <br /> consumer preferences towards Slow Fashion Process Value by using AHP analysis and Expert <br /> <br /> Choice <br /> <br /> TM <br /> <br /> . <br /> <br /> According to the research, consumer of slow fashion are preferring timeless design in designing <br /> <br /> process, quality driven in production process, and consumer education in consumption process. The <br /> <br /> brand that are most preferable to consumers is Brand X. Thus, the recommendation is addressed to <br /> <br /> slow fashion companies in Indonesia, this research should be use as process priority based on consumer <br /> <br /> preferences. <br /> <br /> Keywords: Slow Fashion; Indonesian Fashion Brands; Fashion Industry.