DEVELOPING INTEGRATED MARKETING CHANNEL IN FASHION INDUSTRY CASE STUDY RAIMENT

• Main Author: Raihani Argyan, Kemas
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58572
• Institution: Institut Teknologi Bandung

needs in Indonesia to be very high, including apparel. The ever-evolving fashion industry provides opportunities for the garment industry to continue to grow, especially the economic value of Indonesia. In addition, the growth of internet users in Indonesia also continues to increase, providing opportunities for the garment industry to experience growth that is supported by internet users. Raiment is a company that makes it easy for customers to make apparel through online or offline channels. This company has many channels but each channel is not well integrated. The purpose of this research is to develop an integrated marketing channel plan for Raiment's. The analysis used in this research is internal and external analysis. External factors were analyzed using PESTLE analysis, Five Porter Forces, customer preferences, and expert insights. External analysis shows the external conditions of the fashion or garment industry that affect the growth of Raiment. While the internal analysis conducted by Raiment using company analysis to analyze the actual business conditions. There are 165 respondents and 1 expert for data collection through interviews and questionnaires. The results of the questionnaire will be combined with the results of interviews with experts in the garment sector. The combinations are used as a strategy by Raiment to develop the integration of Raiment's channels in the marketing field. The results of this study indicate that to integrate each channel, it is necessary to have one core channel and make other channels support one core channel by considering the strengths and weaknesses of each channel that Raiment has by considering the target market of Raiment. According to Raiment's external analysis. Raiment has a core platform, namely Instagram which shows positive results and is by Raiment's target market. The suggested solution or strategy is to make Instagram the core platform by developing activities, followers, consistency from Instagram, developing all online channels from Raiment to support Instagram as the main platform, getting or participating in training activities to be able to manage the website, and creating a Shopee account to enlarge segmentation and make the income of Raiment stable. Implementation has been made by Raiment in developing online channels to make integrated channels by knowing the strength and weaknesses of every online channel. The action plan that will be taken by Raiment will maximize Raiment resources by joining courses for optimization of online channels, creating Raiment content for all online channels, and evaluating for online channels every month.