PROPOSE VALUE PROPOSITION TO DELIVER MUSLIM FASHION WEAR; STUDY CASE IN GRACIAPAHTENNOV BRAND

• Main Author: Virginia, Gracia
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/42536
• Institution: Institut Teknologi Bandung

Gracia Pahtennov is a local brand from Indonesia,. Established in 2017, Gracia Pahtennov offers several casual clothes in simple silhouette for modest fashion wear. The product of its brand can be found at online media, Instagram. The low barriers to entering the modest fashion industry make a lot of competing brands both from large-scale or small-scale trademarks that have sprung up. This made Gracia Pahtennov experience several obstacles to be able to compete in this industry. For this reason, Gracia Pahtennov has designed a strong value proposition to compete in its field. To be able to formulate a proposal value proposition, this study will use several analytical blades, namely portfolio five forces, competitor analysis, STP, Marketing Mix, TOWS Value Proposition Canvas Matrix, Competitor Based Pricing, and AIDA models. Meanwhile, the methodological research used in this study is qualitative. This research will involve several respondents who are selected based on the target market criteria of the Gracia Pahtennov brand. Based on the series of methodologies used, this research will produce a design value proposition for the brand as a tools to compete the industry.