PROPOSED RETAIL MARKETING STRATEGY FOR FASHION BUSINESS STUDY CASE: CLOUD THINK

• Main Author: Syukri, Khariful
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/79919
• Institution: Institut Teknologi Bandung

The fashion industry in Indonesia has evolved into a robust and continuously expanding sector, ranking as the third-largest processing industry. Cloud Think, a participant in this thriving business, initially operated as a reseller for another fashion brand in 2017. However, in late 2020, the owner transitioned to establishing Cloud Think as an independent brand, focusing on wholesale distribution to resellers utilizing e-commerce and social media platforms. Amidst the dynamic and competitive fashion market, Cloud Think has encountered challenges necessitating innovation for its survival. The company faces intensified competition, primarily driven by rivals engaging in online marketing activities. Currently relying on its wholesale business, Cloud Think has declined in recent months. Despite venturing into the retail sector, a lack of expertise in this domain has resulted in less-than-optimal outcomes, aligning with the internal and external analysis findings. A comprehensive analysis method has been employed to address these challenges to understand consumer behavior, identify differentiators suitable for Cloud Think, and determine the strategies required for sustainable success. The analysis results will inform new segmentation, targeting, and positioning strategies for the business. Strategies encompass establishing a social media branding presence, implementing a dual-channel approach for retail, diversifying the product range with competitive pricing, expanding into the Muslim fashion market, and engaging in promotions and strategic partnerships. Furthermore, these strategies' successful implementation and impact will depend on the structured development of Cloud Think's human resources.