PROPOSED DIGITAL MARKETING STRATEGY FOR OVERSTAPPEN (MEN’S FASHION BRAND)

• Main Author: Febryannisa, Aura
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/62493
• Institution: Institut Teknologi Bandung

Indonesia's creative sector, particularly the fashion industry, is promising, with the potential to grow into a much larger enterprise. Many actors in the creative industry, especially in the fashion industry, may and must use technology, as many prospective target markets and buying behaviors are migrating towards online shopping. Businesses need a well-planned and implemented digital marketing strategy to survive and thrive in the digital age, especially since many new competitors have already isolated themselves and are lagging in digital marketing. Overstappen, a new fashion brand in the creative industry, intends to sell men's clothing online. For Overstappen, the critical goals of this research are to boost sales by understanding the underlying reasons of business issues, gathering data on their target market, and adopting the best and most relevant digital marketing approach. The research uses internal and external analyses. Internal analysis tools may include STP analysis, marketing mix analysis, and resource-based view analysis. External analysis tools include PESTEL analysis, Porter’s Five Forces analysis, competitor analysis, and customer analysis. In addition, the qualitative research approach is being employed in the study, which provides for observation and conducting consumers survey. Finally, the research applies Overstappen's digital marketing strategy and the SWOT analysis to comprehend the business condition and discover the root cause of the problem using the Ishikawa fishbone diagram. The issues highlighted in this context are those of marketing and promotion. The proposed solution to Overstappen's challenges utilizing the RACE Framework. RACE is the acronym for reach, act, convert, and engage. Overstappen has the most reach plans. Because Overstappen is a new company, attracting potential customers requires a lot of planning. During the Act stage, an official website will be built for customers to learn about Overstappen products. Next, Overstappen uses three tactics to convert potential customers into buyers. At the engagement stage, Overstappen will create a loyalty program to encourage repeat purchases. This technique will be implemented for a year in the hopes of resolving Overstappen's issues.