PROPOSED MARKETING STRATEGY FOR FASHION AND ACCESSORIES BRAND TO INCREASE BRAND AWARENESS AND SALES PERFORMANCE (CASE STUDY: CARBON IS LYFE)

• Main Author: Najla, Taajkhansa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/70802
• Institution: Institut Teknologi Bandung

Currently, the world of fashion and accessories is growing rapidly. This development is also supported by the existence of digital platforms that are used to carry out product promotion and marketing. The development of this fashion business is an opportunity for Carbon is Lyfe, a local men's fashion and accessories brand, to continue growing its business. However, in developing its business, Carbon is Lyfe faces several problems, such lack of public brand awareness and low sales stability. This issue was obtained from company data and preliminary research conducted by the author. This study aims to determine the internal and external conditions of the Carbon is Lyfe business, determine the factors that influence brand awareness and people's purchase intentions for fashion and accessories products, and propose appropriate marketing strategies for Carbon is Lyfe. Analysis was carried out by customer analysis, internal analysis using Marketing Mix 4p, Segmenting, Targeting, Positioning analysis, and VRIO analysis. Meanwhile, external analysis was carried out using General Environment Analysis, Industry analysis, and competitor analysis. The research method used is qualitative and quantitative methods. Qualitative methods are used to determine the internal condition of the company and are conducted by interviewing the CEO of Carbon is Lyfe. Meanwhile, quantitative methods are used to determine external business conditions, namely customer analysis. Customer analysis was conducted to determine the factors that significantly influence brand awareness and people's purchase intentions for fashion products and accessories. In this quantitative analysis, the authors tested five hypotheses, such as: content quality has a positive effect on brand awareness, sales promotion has a positive effect on brand awareness, advertising has a positive effect on brand awareness, brand interactivity has a positive significant effect on brand awareness, and brand awareness has a positive effect on people's purchase intentions towards fashion products and accessories. Data collection was carried out by distributing questionnaires to the target market of Carbon is Lyfe, namely men aged over 17 years. This questionnaire was created using Google Form and distributed online via email, Instagram, and Facebook of the author. The questionnaire results were then processed using the PLS-SEM method using the SMART PLS software. Based on the research results, it was found that sales promotion, advertising, and brand interactivity positively influenced brand awareness, and brand awareness positively influenced people's purchase intentions for fashion products and accessories. After knowing the internal and external conditions of the Carbon is Lyfe business, the author uses a SWOT analysis to find out the advantages, disadvantages, opportunities, and threats for the Carbon is Lyfe business. Strengths and weaknesses are the result of an internal analysis, while opportunities and threats are the result of an external analysis. After carrying out a SWOT analysis, this research is continued with a TOWS analysis to formulate appropriate strategies to solve existing problems. As a result of this study, the authors propose five marketing strategies that are suitable for internal and external conditions to increase brand awareness and sales performance of Carbon is Lyfe. The proposed strategy is a marketing strategy with advertisements, giving discounts, and increasing the interactivity of Carbon is Lyfe through social media. These strategies are then presented as an implementation plan to display the stages, persons in charge, and the schedule of each proposed strategy. In the final part of the research, the authors provide further recommendations for Carbon is Lyfe and recommendations for further research.