EVALUATING BRAND IMAGE TO DEVELOP INTEGRATED MARKETING COMMUNICATION STRATEGY (IMC) AT ETHNIC FASHION BRAND
In recent years, fashion industry in Indonesia is having a progressive movement by constantly retains on high demand for import and export market. Etnikita is one of the local fashion brands that established in 2017 by carrying Indonesian ethnic materials. During these 2 years, Etnikita has been exp...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/42011 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | In recent years, fashion industry in Indonesia is having a progressive movement by constantly retains on high demand for import and export market. Etnikita is one of the local fashion brands that established in 2017 by carrying Indonesian ethnic materials. During these 2 years, Etnikita has been experiencing good and unfavorable conditions, such as not being considered using Indonesian traditional handmade fabric and slow business development when compared to other brands in the same field.
To find out the problems, qualitative method is chosen by arranging observation ad interview. Observation was done to analyze marketing mix and communication mix applied on similar businesses. Then, interview was arranged to find out Etnikita’s brand image on customer perspective and brand identity concept from owners perspective refers to brand identity prism by Kapferer
As a result, Etnikita is known does not yet have a strong formulation of brand identity and appropriate marketing strategy. A strategy was created to improve Etnikita's brand image in the minds of customers and potential target market. This strategy can be elaborated by implementing brand identity prism, presenting business at various online platforms and offline stores, and arrange promotions by integrated marketing communications strategy.
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