BUSINESS PROMOTION STRATEGY OF LOCAL ARTISAN-MADE PRODUCT : PRIVET

• Main Author: Resti Rahmadanti, Adisya
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/71393
• Institution: Institut Teknologi Bandung

Fashion has merged and become one of the main interests for each individual and has a personal meaning according to the personality and taste preferences of each. This holds true for fashionable shoes as well, especially for ladies. Considering how it has evolved, footwear is one of the elements of fashion that reveals the social standing of its wearers. Shoes are no longer merely a basic necessity for human existence, but they are also now inextricably linked to the demands of fashion for the ideal image. Women's shoes are created in a variety of styles that are characterized by model, colour, and shape, whose purpose varies depending on the style they wish to exhibit, along with the evolution of fashion trends. Many women are on the lookout for new shoe improvements that are feminine but also straightforward and comfortable to wear. Privet is thus active as a company involved in fashion, specifically women's shoes, to meet the demands of the market. The company, which has been operating legally under the name CV. Privet Dwi Sentosa since October 23, 2020, was released in October 2018. Privet items are made by local artisans with a variety of feminine models, however they still seem stylish and comfortable. Each Privet product is embellished with handmade features to give it a special, one-of-a-kind touch. Considering the large opportunity in the market potential and the ability of local craftsmen to produce high-quality products, Privet wants to try to expand sales distribution by offering products directly to consumers by exploring direct-to-consumer promotion strategies based on the customer preferences like many other big brands do to attract the maximum market potential.