MARKETING COMMUNICATION STRATEGY FOR START-UP FASHION BRAND EIJFES

• Main Author: Nurzaman, Satria
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46105
• Institution: Institut Teknologi Bandung

Eijfes is a fashion start-up founded in 2018, producing bags and jewelry products, and is engaged in the luxury fashion industry which is facing one of the most challenging demographic transitions of all time. With the presence of increasingly complex technology and definitive coercion of a new generation called "millennial", consumer behavior is changing. In particular, luxury fashion customer preferences are shifting towards more digital trends and experiences, luxury consumer purchasing decisions are far more than just financial waste; but instead allows them to pursue passion or associate themselves with brand image and aspirations. In the digital world and commodities as such, Eijfes must be able to express the same emotions that can resonate with luxury consumers. This final project uses qualitative methods with data obtained from in-depth interviews, observations and study literature, from the data obtained then the customer journey analysis is carried out to find out how the customer bought luxury goods, competitor analysis for benchmarking, analysis of product quality using quality function deployment, then Political, Economic, Social, Technological, Environmental and Legal (PESTEL) analysis to determine the macro factors that affect the business, resource-based view to find strategic resources that can be exploited by the company, analysis of the brand using the customer base brand equity pyramid, and describe the business situation with Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Unlike the mainstream brands, the characteristics of luxury brands are high-level customer loyalty, attributes that determine their identity, and strong relationships with certain central intermediaries in the market for luxury products. These characteristics indicate that the level and type of differentiation carried by luxury brands are even stronger, different, and focus on the symbolic value that is given to Eijfes customers and then formulates business solutions in the form of marketing communications by using the golden circle to dig deeper into the core value of Eijfes, segmenting targeting positioning, six sense and marketing mix 7P. After all solutions and strategy development have been outlined, timelines and calculations, ratios and costs are created in every business plan to be carried out, Eijfes needs to maintain the quality promised. Successful brands create a supportive organizational and operational system that facilitates the implementation of strategies to fulfill promises. In its execution Eijfes involve many dimensions, not only need to consistently deliver promises of symbolic value, but also need to implement business solutions in a consistency and continuity in each element.