MARKETING STRATEGY FOR A NEW UPCYCLING FASHION BRAND THROUGH SOCIAL MEDIA PLATFORMS (CASE STUDY: KAWAN)

• Main Author: Hanadhyas, Anindita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60938
• Institution: Institut Teknologi Bandung

The continuous growth of the fashion industry leaves tons of discarded clothing and garments. With the growing sustainable awareness in Indonesia, consumers are starting to look for clothing brands applying a sustainable practice. Upcycling is one method to reduce fashion wastes, giving longer lives to old unwanted materials, by transforming them into new products. Kawan, established in September 2020, is an Indonesian fashion brand that provides upcycled clothing for women, with unique designs and a wide range of colors. Launched in the midst of a pandemic, Kawan is currently striving to gain brand awareness. Focusing on online promotions, Kawan has not received the intended engagements from its prospective customers. This study aims to discover the root cause of the issue in order to improve the marketing strategy for Kawan online platforms. This research was conducted by understanding the external with PESTEL and benchmark analysis and internal factors of Kawan with STP and Marketing Mix to find the root cause using Cause and Effect Diagram by qualitative and quantitative methods. The primary data was obtained by conducting interviews and questionnaires, and the secondary data was gathered from Facebook and Instagram Insights. The outcome of this research is STP and Marketing Mix strategies for Kawan to increase its awareness that leads to sales. The study shows that there are product characteristics for upcycled clothes and the key message for the social media promotion which both are essential in value creation and value delivery for upcycling fashion brands.