PROPOSED DIGITAL MARKETING STRATEGY FOR FASHION BUSINESS AMIDST COVID-19 PANDEMIC: A CASE STUDY OF COTTON INK

• Main Author: Hasna Kentjana, Nabila
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53673
• Institution: Institut Teknologi Bandung

The growth of the fashion industry is predicted to have a slump in 2020. These would appear influenced by several factors, namely global economic conditions, consumer behavior changes, and fashion players' barriers to adopting innovative technology in their business. Moreover, Covid-19 pandemic causes numerous fashion companies to limit their marketing budget to survive in this challenging situation. In contrast, marketing could help the business conquer the competition among other players and trigger product purchases. Many fashion retailers, especially those that rely on sales from physical stores, have a hassle boosting their sales. This phenomenon has forced retail stores to shift from offline to online platforms to readjust to the current situation. The Covid-19 pandemic could significantly diminish consumers' spending on non-essential goods akin to "ready to wear" apparel and other fashion products as hit by a tremendous increase in the unemployment rate and stunted productivity led to dissolving business activity. Hence, it forced people to preserve their cash for an uncertain period, prompting the demand down. In Indonesia, fashion is an important sector contributing to the Gross Domestic Product (GDP). Therefore, it is crucial to adjust the strategy of fashion players in Indonesia to survive and regain a buoyant economy. Cotton Ink is one of the pioneers of a local fashion in Indonesia. They have been established since 2008 and continue to innovate in their business. Their resources are superior and proficient enough to apply digital innovation. By executing a good marketing strategy for Cotton Ink, we expect that it will also significantly impact the fashion industry's economic condition in Indonesia entirely. This research aims to find out how to expand the market demand amidst Covid-19 and recommend innovative digital marketing strategy implemented by local fashion. The methodology used in this research is a qualitative method. Additionally, the author also used Customer Path Five A's framework and analyzed the media changes owing to Covid-19. The results revealed that Cotton Ink has a sustainable competitive advantage in its brand concept or idea. However, they have no particular interest in expanding their market and are more focused on customer retention. Cotton Ink obliges to refine its strategy at the "aware" and "appeal" stages to raise demand. Furthermore, changes in consumer behavior amid this pandemic also encourage fashion brands to pay more attention to the "ask" stage on the customer path to circumvent shifting consumers to other brands. Contemplating all the results, the author prescribes elevating brand exposure in the most accessed digital platform to increase the demand. However, the implementation should also focus on personalization in audience targeting, focus only on promising regions that could yield a high return on investment, and provide product discounts to consumers. Other than that, to apply innovative digital marketing strategies for local fashion, the author advises adopting technology that can directly affect business metrics. The digital innovations must also have the aptitude to personalize the audience targeting, adopt consumers and media trends following the current situation, and be supported by the brand's resources.