STUDY OF PHOTO VISUALIZATION OF LOCAL FASHION PRODUCTS ‘COTTON INK’ ON INSTAGRAM SOCIAL MEDIA

• Main Author: Fitrina Irawan, Ekariana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53016
• Institution: Institut Teknologi Bandung

The competition in fashion business industry in Indonesia is getting tighter, it has made not all local fashion product brands can be accepted or survive in the market. ‘Cotton Ink’ is a local fashion product brand that is able to compete and become popular these days. The documentation study states that Instagram is the most effective online promotional media in the ‘Cotton Ink' marketing process. This study aims to determine the marketing communication strategy carried out by ‘Cotton Ink’, as well as to determine the effect of the visual elements of photography in strengthening the promotional strategy of ‘Cotton Ink’. The research was conducted using a qualitative descriptive method. The data collection techniques were carried out by means of observation, focus group discussion, documentation studies, and literature studies. The data were analyzed using visual analysis and using a theoretical approach to the visual elements of photography, fashion photography, and fashion styles, then relate it to marketing communication theory. The results showed that the visual elements of photography which consist of color tonal, type of shooting, direction of view of the camera, photo object, background, composition, accessories and clothing attributes, have been used to strengthen the promotion strategy of 'Cotton Ink' on Instagram. From the analysis, it is also known that consumers have a positive response to every visual element of 'Cotton Ink' photography on Instagram. Fulfilling the visual elements of photography on Instagram makes consumers have a visual interest and plans to buy 'Cotton Ink' products.