PROPOSED SOCIAL MEDIA MARKETING STRATEGY FOR A NEW FASHION BRAND (STUDY CASE: CONVY WEAR)

• Main Author: Alexandra Matahelumual, Mariel
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/55657
• Institution: Institut Teknologi Bandung

Convy Wear is a women's fashion brand that focuses on loungewear and sleepwear by prioritizing comfort and using premium materials as well as modern design. The business started in September 2020 by using social media and online marketplace as marketing channels. Along with the development of the digital industry, the competition faced by Convy Wear is also increasing. The problem faced as a newcomer is the lack of brand awareness of Convy Wear as well as ineffective strategies that do not reach the expected sales target. The purpose of this research is to create an appropriate social media marketing strategy to increase brand awareness of Convy Wear in order to increase sales. This research was conducted by identifying problems internally and externally using a marketing mix (7P's), STP analysis, PEST framework analysis, and also competitor analysis. After that, by identified through internal and external analysis, the author can figure out the SWOT analysis of Convy Wear The author distributed a survey in form of questionnaires to gain insight about both existing customers and potential customers of Convy Wear. The result is the lack of use of the Instagram platform and online marketplace in increasing customer engagement and awareness of Convy Wear. After figure out the SWOT analysis and received feedbacks from the survey, the authors used TOWS matrix to develop suitable strategies and also proposed a new STP analysis based on data obtained from questionnaires. The result of this research is that the social media marketing strategy needs improvements, such as regular post consistency, proper advertisement formulation for Instagram and online marketplace, right preferences of influencers, relatable use of keywords or hashtags, increased interaction with customers, and changes in appropriate targeted markets.