MARKETING CAMPAIGN COMBINATION OF BATAK WOVEN CLOTH AND ATHLEISURE FOR GENERATION Z
Given the impact of globalization, the trend of a healthy lifestyle has affected Indonesia's lifestyle. One influence in the economic system is the inclusion of a fashion series called Athleisure. The growing international H & M brands, Stradivarius, Pull and Bear, and Zara in Indonesia, ha...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/39962 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Given the impact of globalization, the trend of a healthy lifestyle has affected Indonesia's lifestyle. One influence in the economic system is the inclusion of a fashion series called Athleisure. The growing international H & M brands, Stradivarius, Pull and Bear, and Zara in Indonesia, have made the community, especially women wearing Athleisure as streetwear from 2015-2019. The modern era has made Indonesia's young generation, the generation Z, forget about Indonesia's textile heritage, one of which is Ulos Toba, Batak woven fabric from Sumatra, especially in the Lake Toba area. The unfamiliarity of Batak woven fabric can be analyzed through the collection of qualitative and quantitative data in the form of interviews and literature studies. Ulos Toba's ignorance can be socialized through an integrated marketing campaign, by providing fashion posters on Instagram that provide information about Ulos Toba as inspiration, making videos that strengthen campaign storytelling, and also creating small commissions such as custom Product tags and visual diary workshops. |
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