PROPOSED BUSINESS STRATEGY FOR MUSLIM FASHION BRAND “SATCHI”

• Main Author: Virginia Sumarno, Arnisya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53327
• Institution: Institut Teknologi Bandung

Indonesia’s Muslim fashion sector has grown rapidly recent years. The industry remains strong and growing although the slowing down of global economic situations. Satchi is a fashion brand that offers essential needs for every Muslim woman founded in 2018. Satchi is one of fashion hijab brand that used laser-cutting technique to replace the conventional sewing technique. Apparently the movement of Muslim fashion industry was very fast, yet the team of Satchi has not been able to move quickly to adjust the rhythm of the industry. Satchi had difficulties to face intense competition in the Muslim fashion industry and also with far sales gap each month, to be able produce new products sustainably Satchi also needs to be careful in turning its capital over each production. A new strategy is needed to help Satchi competes and expands the business. In this study, the research was conducted by quantitative and qualitative methods. The proposed strategy was formulated using Diamond Strategy model. Satchi is lack of manpower and planned strategy in doing the business. Satchi needs to do internal development in order to fix the business model and to increase sales and compete with its competitors. In order to propose new business strategy, it is recommended that Satchi fix internally first then grow to compete with the competitors. There are several strategies proposed, divided to several functions to business management, marketing, partnership, customer segment, operational, and financial.