PROPOSED BRAND ACTIVATION STRATEGY FOR A NEW WOMEN’S FASHION BUSINESS (Case Study : Aubre and Liesse)

• Main Author: Rustine, Mira
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/40077
• Institution: Institut Teknologi Bandung

Since 2010 many local fashion brands have been established in Indonesia. The great demand and opportunity of fashion products and businesses create a high-level competition that the fashion industry has become a “red ocean”. In 2016 there were 1,230,988 fashion companies (BEKRAF, 2017) and the main competition is not with the foreign brands but with fellow local brands. Aubre and Liesse is a new fashion brand that produce women’s clothing. As a new fashion brand, Aubre and Liesse has to formulate a brand activation strategy to enter the market, make the potential target market become aware with the brand and interested with the product, gain a market share and build a sustainable business in Indonesia’s fashion industry. To formulate a brand activation strategy, Aubre and Liesse has to conduct an internal and external analysis. The internal analysis consists of the analysis of segmentation, targeting and positioning (STP), business model canvas and marketing mix. The external analysis consists of consumer behavior, digital observation, porter's five forces model and competitor analysis. The data for this research was obtained through a survey to 139 women; conducted an interview with branding experts and owner from several local fashion brands; and literature study. Based on the results analysis, Aubre and Liesse has to formulate a brand activation strategy in social media. A brand activation strategy consists of several steps, namely, conduct a research to find out about the need, desire, value and behavior of the target market; determine the core message that will be conveyed to the target market; determine the communication voice that will be used to the target market; create social media contents; determine the channel selection and timeline to distribute those contents; decide social media advertising (from social media advertising Aubre and Liesse can analyze whether the advertising has been aimed at the right target market or that Aubre and Liesse has chosen the right target market or not) if needed, retargeting can be done; and establish cooperation with parties that become the key opinion leader for the target market through endorsement cooperation. The brand activation process will need to be carried out for 3 months.