VALUE PROPOSITION TESTING FOR WOMEN MUSLIM FASHION (CASE: LANCE.ALLURE)

• Main Author: Asma Rafidah, Dinah
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80052
• Institution: Institut Teknologi Bandung

The high number of Muslim populations in Indonesia is a significant potential for the Muslim fashion industry. Indonesia is currently the third largest Muslim fashion consumer in the world, after Turkey and the United Arab Emirates. According to The State Global Islamic Economy, Muslim fashion consumption in Indonesia reached $20 billion, with an annual growth rate of 18.2%. With such huge potential in the Muslim fashion industry, the Lance.Allure brand wants to improve its business to continue to compete with other brands, so it needs to test and improve its value proposition. Proper value proposition testing will help brands understand more deeply what consumers want, according to market trends and needs, to provide more suitable and attractive products and services for consumers in the context of growing Muslim fashion in Indonesia. This research focuses on conducting comprehensive value proposition testing for the Lance.Allure brand specifically targeting validation with two key aspects: problem solution fit and product market fit. To achieve this, a mixed methods approach was implemented. Qualitative research involved in-depth interviews to develop an empathy map and an initial value proposition canvas. Quantitative research was conducted through a survey using a 4-point Likert scale for the product market fit test. By analyzing the value proposition canvas and competitor analysis previously conducted, the researcher generated three value proposition hypotheses, namely (1) custom sizes and custom models, (2) design variations inclusive of breastfeeding mothers, (3) anti-UV and Cool Touch materials. From the three value proposition hypotheses, three stages of testing were carried out, namely interest validation, preference validation and willingness to pay validation. For value proposition testing using 4 Likert scales. The results of interest validation, preference validation and willingness to pay validation show that the custom size and custom model value propositions have the best value among other value propositions. From the results of testing the value proposition, the next step is to convey the value proposition by optimizing online market places, social media and channels.