SEASONAL COLOR ANALYSIS AS A DIFFERENTIATION STRATEGY FOR SEUDATY

• Main Author: Vivia Talitha, Cut
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/52456
• Institution: Institut Teknologi Bandung

The State of Fashion 2020 stated that Indonesia will be the largest modest fashion market in the world. The value in its society mostly based on religion, in this case is Islamic values due the high Muslim population which was reached 209.12 million people or around 87% of the total population in 2010. In addition, muslim fashion industry contributed to the national GDP of 3.76 percent in 2017. The large number of Muslim fashion brands in Indonesia has created a competitive environment in the industry, affecting a high pressure among brands to have differentiation strategy. Most women are very selective to buy fashion stuffs, especially about choosing which colors would brighten their skin tone. The combination of physical characteristics, such as skin, eyes, or hair color will significantly increase someone’s physical enchanment and self-appreciation. Suzanne Caygill and Diana Barnes has developed personal color analysis in a fashion academics in United States since 1942, which was a concept of seasonal color system to determine most suitable fashion colors for each individuals by analyzing their physical characteristics. This case evoked colors matter as a vital part in branding, especially in fashion industry. The study of the research is about seasonal color analysis founded by Suzane Caygill to be implemented as a differentiation strategy of Seudaty. This study is aimed at responding the following questions; (1) What factors wil influence the adoption of seasonal color analysis as a differentiation strategy in Seudaty?; (2) What is the profile of the potential target market for Seudaty?; (3) How should seasonal color analysis adopted in Seudaty? The population of this research will be Indonesian muslim women who have bought local fashion products. This is a quantitative research that use quisionnnaire method to collect the data, that will be analyzed by using regression and correlational analysis to identify if color factors are dominant in influencing customers to choose muslim fashion items.