PROPOSED MARKETING STRATEGY TO INCREASE PRODUCT VALUE OF SEJAUH MATA MEMANDANG FOR GEN Z AND MILLENNIALS

• Main Author: Dwi Novanty Hapsari, Putriani
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/76007
• Institution: Institut Teknologi Bandung

low and circular fashion concept is a concept that used in fashion industry referring to company or brand that produced clothes in sustainable practices, including reducing waste, extending lifespan of products, and priority responsible manufacture. Sejauh Mata Memandang is Indonesia textile label that establish in 2014. This brand implying slow and circular fashion concept, well known as sustainable textile label. As the textile manufacture is one of the biggest industry that producing waste, many people start to aware of this problem, especially millennials and gen Z. Sejauh Mata Memandang are textile brand that applying value-based pricing for their pricing strategy, so their product price are middle to high. People who bought their product is the one who have high purchasing power and the ones who appreciate the handmade of Batik from the the Batik artisan. Sejauh Mata Memandang wanted the value they offer to the consumers is delivered well and they tried to encourage people to be responsible consumers. However, the one who have awareness of environment concern and the ones who know Sejauh Mata Memandang as sustainable brand are millennials and gen Z who have middle to low purchasing power. The value of product is not seen by them, so this research will proposed some marketing strategy that suitable to attract them. This study is conduct to attract gen Z and millennials to purchase sustainable clothes and be a responsible consumption. This study aimed to identify factors that influence the consumers purchase intention on slow and circular fashion concept and proposed marketing strategy to increase the appeal value for Sejauh Mata Memandang. This study using quantitative methods and descriptive statistic as data collection methods. The data were obtained from questionnaire that were distributed to 200 respondent and interview with the company brand representative. This study used tools to analyse the external environment of the company, PESTEL analysis, Porter’s 5 Forces analysis, Competitor analysis, and Consumers analysis. The internal environment using marketing mix, STP analysis, and VRIO. To formulating marketing strategy this study used SWOT, TOWS matric, and QSPM followed by determine which strategy that suitable to increase Sejauh Mata Memandang appealing value to the consumers.