PROPOSED OMNICHANNEL STRATEGY TO INCREASE SALES REVENUE IN A FASHION RETAIL COMPANY (CASE: LA OMVI)

• Main Author: Razak Gunawan, Alviani
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76479
• Institution: Institut Teknologi Bandung

In recent years, the creative industry sub-sector of the fashion sector in Indonesia has become a profitable industry. The development of the fashion industry in Indonesia has contributed significantly, and the creative industry sub-sector group has become a leading sub-sector group. La Omvi, a fashion retail store brand established in December 2020, has experienced stagnation in sales despite initial enthusiasm from the local community, particularly among young consumers. This is caused by the fact that the scope of the Cikarang market is limited due to its small population and a predominantly immigrant demographic. This research aims to propose an effective omnichannel approach tailored to the specific needs and market conditions of La Omvi, with a focus on increasing sales revenue and enhancing the customer experience with targeted SOM 109.406 people. The research employs qualitative methods, including in-depth interviews and observational analysis, to gather insights into customer experiences and expectations. The analysis was conducted internally using STP, Marketing Mix 4P, and VRIO analysis and externally using Customer, PESTEL, Porter’s 5 Forces, and Competitive analysis. Based on these findings, recommendations are provided to enhance the omnichannel strategy and drive sales growth for La Omvi. This research contributes to the understanding of effective omnichannel strategies in the fashion retail industry and provides practical insights for fashion retailers aiming to optimize their sales revenue through an omnichannel approach. As the result, this research is recommend the company to integrate online and offline channels seamlessly, invest in mobile optimization, utilize user-generated content, and increase collaboration efforts.