EXPLORATORY STUDY OF RIA MIRANDA CULT BRAND; TOWARD INCREASING THE ONLINE SELLING

• Main Author: Nuragustin, Diva
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53682
• Institution: Institut Teknologi Bandung

During the pandemic of Covid19, brands have struggled to keep their loyal customers, including industrial fashion brands that have recently become a profitable industry in Indonesia because of their increasing development. As one of Indonesia's leading Muslim fashion brand, Ria Miranda needs strategy to maintain as a cult brand for Ria Miranda Loyal Customers (RMLC). In the same time, the restriction of out of home shopping has made online channels as an important marketing channel during pandemic but not yet tapped by Ria Miranda brand. This study aims to analyze the strategies that are appropriate for the Ria Miranda brand to survive the pandemic by maintaining loyal customers and embracing digital channels in order to remain as a cult brand in the industry. The study employs qualitative research by in-depth interviews of Ria Miranda managers and loyal customers, which complement the uses literature studies. To analyze the situation, the study uses PESTLE and TOWS framework. In addition, the study conducted competitor channel analysis and customer’s interview to formulate the Ria Miranda brand positioning in the industry. The result suggested that for Ria Miranda adapt consumer brand engagement and maintain product quality and exclusivity. In the same time, the study elaborates the need to have a presence online strategy to enter the e-commerce segment because competitors are beginning to shift to digital selling. The implementation plan consists of a business implementation time frame to create another core value of selling Ria Miranda products and details of the online presence strategy.