STORYTELLING MARKETING IN SLOW FASHION COMPANY; DOES IT MATTER?

• Main Author: Ramzi, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80539
• Institution: Institut Teknologi Bandung

The rapid turnover of trends driven by excessive consumption in the fashion industry led to fashion being the second most polluting industry in the world. Those deviances create a notion called slow fashion. Being more environmentally and socially responsible slow fashion companies want to deliver its value to their consumer. Using storytelling, the company communicated their value to build a relationship with their consumer. As a new notion in Indonesia, the researcher wants to explore how Indonesia slow fashion business process and what’s value for developing storytelling marketing. Conduct qualitative research using semi-structured interview with four founders of slow fashion company in Indonesia. In addition, quantitative research using a questionnaire of 282 followers of the chosen companies conducted to measures the important factors in storytelling using descriptive statistic. The results of this research show slow fashion in Indonesia focuses on heritage and local resources. With seven (7) values of them is quality over quantity, handmade, the process is a must, waste management, collaboration, transparent, and wabi-sabi. Using storytelling to deliver value, build from internal inspiration and focuses on product, process, and person knowledge. Using online and offline channel to deliver its story. A reward-based story becomes the most important factors in storytelling, with the visual as the priority of storytelling form. It can utilize to create a better storytelling that can build an emotional attachment to consumers with implemented customers’ education from slow fashion movement.