PROPOSED VALUE PROPOSITION STRATEGY FOR THE DEVELOPMENT OF FASHION BRAND PRODUCTS (CASE STUDY: BILA)

• Main Author: Carissa, Ananda
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/60945
• Institution: Institut Teknologi Bandung

BILA is a local Indonesian brand that was founded in 2019. Engaged in the fashion sector, BILA presents simple casual clothes for everyday use. The target market for BILA is Indonesian women who work and have various activities every day. BILA products can now be found on Instagram and online trading applications. The low barriers to entering the fashion industry have made many fashion brands with casual designs appear. This causes obstacles in facing competition because the products offered are similar in terms of design and materials. BILA's sales also show neither an increase nor a decrease in the last few months. Therefore, this study aims to determine the right Value Proposition to make BILA competitive in the industry. This study describes the problems experienced by BILA's target market and then provides solutions according to the target market's desires. To analyse the data, this study was conducted using Porter Five Forces, Competitor Analysis, Segmenting Targeting Positioning (STP), Marketing 4Ps (Product, Promotion, Price, Place), and Design Thinking. The research methodology used in this study is qualitative in action research, where tasks are conducted to test ideas and develop products. To obtain data, this study conducted interviews with several respondents who were selected based on BILA's target market criteria. The interview results were then used as a prototype with a mock-up design concept to be tested on research participants. Then, the test results are used as a reference for re-developing products from BILA. Based on the series of methodologies used, this research will produce a value proposition design and product development. Participants in this study gave positive responses to the product development plan. Furthermore, the implementation of the research results is designed to be used as a reference.