PROMOTION STRATEGIES OF FASHION PRODUCTS ON INSTAGRAM

• Main Author: Despriana, Genia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78742
• Institution: Institut Teknologi Bandung

Instagram is one of the most popular social media and has reached around 300 million users all over the world (Tempo.Co., 2014). Because of its popularity, nowadays there are many fashion brands that utilize Instagram to sell fashion products online. The problem on this research is condition for selling products online now is becoming more competitive and there are many fashion brands that competing by doing various kinds of promotion strategy on Instagram, but it could not be known which are the most suitable promotion strategies. The purpose of this research is to investigate how to do promotion strategies on Instagram and which are the most suitable promotion strategies to sell fashion products on Instagram. To view from the seller perspective, this research uses qualitative approach by conducting in-depth interview through 9 local fashion brands, such as Day and Night, Manikan, Perpetuum, Mannequin Plastic, MATOA, Stargazer, KAYNN, PINX, and Humblezing. And for the buyer insight, it uses AISAS model as tools to make the questionnaire and after that it distribute to 377 respondents. The data analysis is conducted by using descriptive analysis. The findings on this research contain the reason and benefits that local fashion brands got after using Instagram as promotion media and some promotion strategies for fashion products on Instagram, such as endorsement, giving hashtag on the photo, update photo regularly, conduct promotion collaboration, hold a contest, and do advertising through famous accounts on Instagram. This research also found variety response from consumer toward each promotion strategy. So, it could be known which strategies that get good response and which strategy that get bad response. The result of this research could help the start-up business in fashion and the brands that already established to conduct promotion strategies on Instagram more effective.