PROPOSED PRODUCT STRATEGY BASED ON CONSUMER PREFERENCE FOR FASHION HIJAB BRAND (CASE STUDY: HUMAIRA LABEL)
Muslim fashion industry has emerged to develop in Indonesia and considerable potential to become the center of the world's Muslim fashion according to Muslim fashion consumption estimated at US $20 billion with growth rate of 18.2 % per year in Indonesia (Global Islamic Report, 2018). Hum...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/41285 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Muslim fashion industry has emerged to develop in Indonesia and considerable potential
to become the center of the world's Muslim fashion according to Muslim fashion
consumption estimated at US $20 billion with growth rate of 18.2 % per year in Indonesia
(Global Islamic Report, 2018). Humaira Label is a local brand of self manufactured Scarf
and Woman Muslim Wear that aims to create modest, smart casual, exclusivity and
unique scarf design with premium quality based on Bandung, established in August 2018.
The raw material of Humaira Label built by natural fabrics, such as lyocell, cotton voile,
miracle voile and ultrafine voile with various of beautiful unique design. The motif/design
of scarves is exclusive because Humaira Label changes the design dynamically every
batch. Its inspired by the lifestyle of dynamic and active working women in style - smart
casual.
This research aims to propose product strategy based on consumer preference by
determining the cause of instability income of Humaira Label which is indicated by no
sales indicate in several months by using internal and external factors analysis to find the
root problems using STP, Marketing Mix Analysis, Porters Five Forces Analysis and
PEST Analysis, customer analysis and benchmark analysis and then been concluded in
SWOT analysis and TOWS matrix. To know the customer preference toward hijab
product, conducted consumer research by the questionnaire of 103 respondents.
From matrix TOWS analysis, author proposed several alternative product strategies that
can be implemented by Humaira Label. Those alternatives product strategy based on
consumer preference that had been chosen to be proposed are making variance of product,
improving promotion placement in social media, empowering local brand by creating
brand value, reseller and drop shipper program, collaborate with social influencer in
media social, and develop customer engagement program. |
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