DIVERSIFICATION OF TUBAN GEDHOG WEAVING BASED BAGS FOR MIDDLE CLASSES THROUGH AESTHETIC ASPECT

• Main Author: Mustikasari, Hany
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53889
• Institution: Institut Teknologi Bandung

Fashion is one of the sub-sectors that has a significant contribution to the creative economy in Indonesia. Supporting industries in the fashion industry in Indonesia are the textile industry and textile handicrafts. These two types of industry, fashion and textile, work in parallel and are related to one another. Although both experienced increases in production, the fashion industry showed a higher growth rate than the textile and textile handicraft industries. A population of more than 270 million in Indonesia creates various opportunities for the demand for fashion products, especially from the middle socio-economic class as a potential consumer market. Woven fabrics as part of textile crafts have the opportunity and potential to continue to be developed so that they are increasingly recognized by the Indonesian people. One type of weaving that is still lacking in popularity is the gedhog weaving which originates from the Tuban area, East Java. Compared to other types of weaving, such as songket, ulos, or ikat, society don't recognize about the existence of Tuban gedhog weaving. As one of the cultural treasures of the archipelago, the gedhog woven fabric of Tuban needs to be preserved so that its existence in society does not just disappear. Tuban gedhog weaving has been processed into more applicable fashion products such as clothing. However, these products have a premium selling price and more suitable to be offered to consumers from the upper social class, while the potential market comes from the middle class. The development of new fashion products based on gedhog weaving uses qualitative methods to identify the interests and needs of potential consumers. The identification process resulted in bags as a form of interest in middle class consumers towards woven-based fashion products. Processing the shape of the bag is carried out by utilizing aesthetic aspects in design elements such as shape, color, size, and proportion. Diversification aims to produce bag products based on gedhog weaving that are in tune with the spirit of modern times, and are able to answer the needs of the middle class as potential consumers. This diversification also provides novelty value as innovation because there was no bag made from gedhog woven that was intended for consumers in the middle class before.