BRAND PERSONALITY DEVELOPMENT AS PIVOTING MARKETING STRATEGY FOR MODEST FASHION LABEL ODESTY

• Main Author: zahra, Aliyah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45875
• Institution: Institut Teknologi Bandung

wear in urban and street style yet still highlight the concept of modesty itself. Over the years, modest fashion presents in a more conservative way of styling that women must be elegant, feminine, and wearing bright color. Odesty attempts to break the stereotype unless to bring strong courage and free spirit and different level of expression more edgy without diminishing the core concept of modest. Hence, Odesty targets millennial women who fancy edgy modest fashion. Millennial has the biggest purchasing power, but the most challenging market amongst other generation. Most millennials value originality and relationship over the brands that is connected to their personalities. As a result, many brands try to be more emotional and personal to its customers. As a new comer, Odesty needs to develop a strong brand personality. To build strong personality for Odesty, the Strategic Brand Analysis based on Aaker’s theory are conducted before developing a powerful brand personality by determining differentiation and positioning on the market. According to the analysis, Odesty does not have a strong brand image. Hence, there are three solutions suggested: determine STP, develop Brand Personality, and manage the 7Ps Marketing Mix. As the result, proposed implementation plan to strengthen Odesty’s personalities are: designing the marketing activites based on 7Ps’ Marketing Mix elements which are team building, product launch preparation, brand launching preparation, purchase experience, brand marks, customers’ service, price evaluation, and also the legal strategy to secure the brand.