REFORMULATION OF DIGITAL MARKETING STRATEGY FOR MODEST FASHION COMPANY DURING COVID-19 PANDEMIC TO INCREASE COMPANY REVENUE

• Main Author: Rifara Elverina, Ghaida
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53415
• Institution: Institut Teknologi Bandung

The entry of the Covid-19 pandemic to Indonesia has an impact on decreasing sales in the retail sector including the clothing industry. This is due to government regulation through Large-Scale Social Restriction which aim to prevent the spread of the Covid-19 virus in Indonesia. Due to this, there have been changes in behavior patterns and preferences of Indonesians during the pandemic, especially in terms of shopping. Modest Fashion Company as one of the fashion e-commerce platforms in Indonesia has had the impact of this which has caused a significant decrease in sales since the 2nd quarter of 2020. To solve this problem, understanding from the company side through interviews to analyze the distribution channels owned by the company which are online and offline, and from the consumer side through a questionnaire to understand the shopping journey of consumers at Modest Fashion Company before and during the pandemic. The decline in sales at Modest Fashion Company is due to 1) adapts consignment system as company business model 2) reaching the middle-class segment by offering affordable prices 3) 86 consumers who last shopped 6 months ago and a year ago 4) 66 consumers do not know the existence of offline stores 5) consumers who do not engage in social media 6) consumers are reluctant to share products on social media 7) consumers prefer to shop on other e-commerce platforms and 8) local and the international competition is very intense in the fashion e-commerce. The results showed that 123 consumers continued to shop online during the pandemic, so Modest Fashion Company must focus on online channels by reformulate their digital marketing using RACE framework. By reaching consumers through influencers then generating leads using non-hijab women model, chatbots, personalization, and product reviews on the homepage of the website. Then, apply innovative simulation of all products using the zoom-in feature, providing detailed product information, updating filter options in the application, and remind consumers through smart automation. Lastly, build relationships with consumers by one-on-one personalization on the website, conduct competitions on Instagram with attractive rewards and implementing virtual try-on as the suitable digital marketing strategy for Modest Fashion Company.