DIGITAL MARKETING STRATEGY IN FASHION INDUSTRY DURING PANDEMIC

• Main Author: Stellarosari Nugroho, Ghea
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68619
• Institution: Institut Teknologi Bandung

Gabrielle Outfit is a local brand that was formed in 2017. Gabrielle is ready to wear outfit fits for young and adult women focusing on daily wear. Made locally in Indonesia using high-quality fabrics yet affordable for everyone. Simple, clean, and elegant as the style of a modern woman. Fits for any woman with every body type and personality on a daily basis. The vision of my brand is designing unique clothes that are different from others using high-quality material but yet affordable for everyone. Gabrielle Outfit product was created by fashion designer Ghea Stellarosari Nugroho who graduated from Abineri Ang Fashion School. Gabrielle has experienced decreased sales from July to December 2021. The objective of this research is to find the marketing strategy for increasing sales and to create an implementation plan of the proposed strategy. This research's primary data collection is using quantitative research methods, while secondary data will be collected from news, articles, websites, industry reports, journals, books, and online review. After collecting the data, this research analyzes the internal and external analysis. The internal analysis is STP, Marketing mix analysis, VRIO analysis, Internal interview and Business model canvas. While the external analysis are PESTEL, Five Forces, Competitor Analysis and Customer analysis. The goals of those strategies are to implement in the action plan for Gabrielle Outfit in increasing the sales.