PROPOSED BUSINESS STRATEGY FOR CLOTHING RENTAL SERVICE TO FACE THE NEW NORMAL (CASE STUDY: ELOK STUDIO)

• Main Author: Carolina R. Sitorus, Ecclesia
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53715
• Institution: Institut Teknologi Bandung

Elok Studio is an online business engaged in the fashion industry, which focuses on apparel rental. Inspired by the very fast fashion development in Indonesia, Elok Studio offers a rental system that is expected to change the lifestyle of women in Indonesia to be more efficient. The market target of Elok Studio is all women in live in Bandung and often attend official events. Along with the development of the digital era, the competition faced by Elok Studio in the field of apparel rental is undoubtedly increasing. Moreover, the existence of the corona virus which has a major impact on the existence of small and medium-sized businesses, requires Elok Studio to implement new strategies to survive to maintain its business. Researcher using qualitative methodologies to create new business strategies with several tools such as STP Analysis, Marketing Mix, PESTEL Analysis, Competitors Analysis, Customer Analysis, Root Cause Analysis, SWOT Analysis and TOWS matrix. Furthermore, researcher using interview and survey to gain more insight from customers perspective. According to research result, there are some finding on customers perspective to developing new strategies of Elok Studio. Most of respondents says that the promotion is unreachable and not effective. As a result, researcher proposed new business strategies that can gain more sales in the future, such as propose a new channel in the form of a website, new social media content for Elok Studio, new product development and counseling on preventing the spread of the corona virus on social media. Moreover, researcher create implementa