IMPROVING CUSTOMER AWARENESS OF HEMP FABRIC AND PROPOSED STRATEGY OF INNOVATION IN SUSTAINABILITY FOR THE FASHION INDUSTRY (AN EMPIRICAL STUDY AT PINESWOOD)

• Main Author: Anggriana, Erlan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/64025
• Institution: Institut Teknologi Bandung

Fast fashion and sustainability fashion are concepts that are widely adapted by fashion brands in the current era, but have opposite perspectives. PINESWOOD is a fashion brand that plans to carry the trend of sustainability. By using an environmentally friendly fabric called Hemp Fabric which is made from the Cannabis Sativa plant. Mix methods were carried out in this study. To find out the state of the PINESWOOD company, a SWOT analysis and Marketing Mix (7p) were carried out for the company's internals, then The Five Force Analysis and Competitor Analysis for the company's externals. The purpose of exploring the state of PINESWOOD is the main problem in this study, namely to increase customer awareness regarding Hemp Fabric, then find out the factors that influence consumers in buying products made from Hemp Fabric and create a strategy for PINESWOOD in its sustainability innovation. There are 4 steps taken to complete this research, the first is to use Integrated Marketing Communication (IMC) to fulfill customer awareness. The second step is an in-depth interview with 3 fashion industry players who have a relationship with the concept of sustainability and environmentally friendly raw materials, with the results obtained that there are 9 factors that influence purchasing decisions for fashion products made from Hemp Fabric. The third step is to process these 9 factors into a questionnaire to be further distributed to 100 respondents to assess how important each of these factors is. The fourth step is to develop a strategy using Shades of Green Instrument for Fashion Industry for PINESWOOD. IMC is made using 5 stages in developing effective communication according to Kotler. The results of the level of importance according to consumers are obtained, starting from the first, namely Design, then Curiousity, then Taste, Brand, Collectible, Price, Experience, Process, and finally Support. Recommendations are made into 5 points, namely marketing, sales, purchasing of raw materials, production scale, and strategy. Action plans and timelines are carried out so that PINESWOOD can implement strategies to become a sustainable brand.