PROPOSED DIGITAL MARKETING STRATEGY TO INCREASE BRAND AWARENESS FOR FASHION BRAND ESTABLISHMENT (CASE STUDY IN LUNE EXTERIEUR)
The creative industry in Indonesia continues to develop over time, especially in the fashion industry, which continues to grow massively. Seeing these developments, the fashion industry and the apparel industry certainly have considerable potential because fashion has become part of the urban lif...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/53089 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The creative industry in Indonesia continues to develop over time, especially in the fashion
industry, which continues to grow massively. Seeing these developments, the fashion industry
and the apparel industry certainly have considerable potential because fashion has become part
of the urban lifestyle trendMany creative industry businessmen nowadays carry out their
business activities by utilizing social media and other online platforms to examine the prospect
of the target market's behavior that is more dominant by using online consumption activities.
Therefore, they must build an excellent strategic process to survive in the competitive fashion
market in Indonesia. Lune Exterieur, founded in April 2019, is one of the creative industries
in fashion whose business idea is to offer fashion at the best prices in a sustainable manner. In
creating a strong brand, Lune Exterieur has to create and build positive activities related to its
brand concept to reach the target market created. This studyused qualitative research methods
by conducting in-depth interviews with customers, business people, and professions related to
digital marketing. It then used a SWOT analysis and determined the root causes of the problem
by applying cause-diagram-effect (CED) followed by creating strategy development and
making strategy implementation plans. The results of this study used content marketing matrix,
social media optimization, AIDA models, and tipping points. The overall results were then
distributed digitally through all Lune Exterieur social media by using paid advertising services
and placing some of the right human resources in maximizing the marketing process. The
implementation plan contains the time frame for business implementation and provides
solutions to digital marketing budgets in the future.
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