AN ACTION RESEARCH TO MAP AND DESCRIBE THE BUSINESS ECOSYSTEM OF MUSLIM FASHION INDUSTRY IN BANDUNG IN FORM OF A SHORT MOVIE

• Main Author: Sella Monika, Gelda
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78856
• Institution: Institut Teknologi Bandung

Bandung Mayor, Ridwan Kamil, has the vision to create Bandung as the Muslim fashion Capital in 2020. This vision is more than possible for Bandung since this city has the strenghts and opportunities for it. However, this vision needs to be supported by the proper programs and strategy from the government and other related parties such as academicians, business players, and communities. Therefore, the business ecosystem needs to be described first in order to get the clear understanding of the current condition of Muslim fashion Industry in Bandung. Through a qualitative action research method, the author conducted the research to map and describe the business ecosystem of Muslim fashion industry in Bandung in form of a short movie. The short movie is purposed as an attractive learning tool that can inform and inspire those who want to start or already in Muslim fashion business. However, due to the limitation on research budget and time, this action research is only focused to create a project proposal of a short movie without truly producing it. By using focus group discussion and semi-structured interviews, data is collected and then is analyzed by using narative analysis method. The action research is started by diagnosing where the problem is identified through literature reviews and focus group discussion with CIEL SBM ITB as the problem owner. Then, the author planned to participate in Workshop Produser Film Pendek 2015 to enrich her knowledge in making the project proposal that includes the story idea, screenplay, and director's treatment for the short movie. Besides, the interviews with Bandung goverment officer, Muslim fashion business player, and Hijabers community are planned too. In taking action, the author explains the process of Workshop Produser Film Pendek 2015 and process of interviews. Then, the result of action taken are evaluated based on the data evaluation from Workshop and analysis of data interviews. Finally, as the result of specifying learning, the author attached the final version of project proposal that includes story idea, screenplay and director’s treatment of the short movie. Since this research is only focused on pre-production process, further research is needed to analyze the effectiveness of this short movie in order to know whether the short movie that has been completely produced succeed to be a learning tools that attractive to watch and learn. Besides, further research to find more comprehensive media besides short movie that can be best used for mapping/describing business ecosystem of Muslim fashion industry in Bandung also is recommended.