THE EMPIRICAL EVIDENCES OF PHISICAL STORE SURVIVAL OF MUSLIM FASHION INDUSTRY IN DIGITAL ERA

• Main Author: Rizki Diantika, Mei
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/41763
• Institution: Institut Teknologi Bandung

The growth of Muslim fashion industry in the world is increasing and thriving today. Indonesia, the biggest Muslim population has big contribution in Muslim fashion industry in the world. In 2020, Indonesia targeting to become the center of Muslim fashion mode in the world. But, Nowadays several retail which has physical store that had exist suddenly closed down, they can not survive because they cannot knowing their customer need, technology make a system changes. Physical store should adapt with this reality. Digital media is very close with people today so the Muslim fashion company should be create new strategies regarding digital technology. This research aims to recognize and understand how physical store survive in digital era especially in Muslim fashion or hijab company. This research is qualitative research that is indepth interview. This research have interviewed 5 respondents from different Muslim fashion or hijab company which have more than three physical store. The reseacher focused on the marketing model or the stategic retail model that owned by those companies. To recogzine and understand the strategic retail model in Muslim fashion or hijab companies, there are 4 elements that the researcher used. The elements is product, service, positioning, and technology. Based on the result, the product must have diffirentiate with other product or following the trend. For service, service is number one and generate customer loyalty. For positioning, the companies conducted branding and has strategic location of store. And the last, the companies using technology to conduct promoting and to make customer data. So, the Muslim fashion industry can survive in digital era. Based on the result of the research, there are recommmendations that can be implemented in Khalisa Hijab especially in marketing model or the strategic model. For marketing model, Khalisa must create product which has differentiate with other or following the trend, must prioritize customer services, must conducted branding, and using technology to promoting and make customer data. After Khalisa Hijab has more resource to build a store, the location must strategic. It means near with customers and center of the city.