EFFECTS OF BRAND COLLABORATIONS BETWEEN ANIMATION AND FASHION INDUSTRY ON CUSTOMERS

• Main Author: Rafishafa Kabullah Nugraha, Zayyan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83081
• Institution: Institut Teknologi Bandung

This research discusses the impact of collaborations between fashion brands and animation studios amongst the customer. This phenomena has been intriguing for the researcher because recently in the last few years there have been countless collaborations between anime and fast fashion brands. The brands have impacted the customers’ preferences and they purchase these collaboration items for many different reasons. The researcher started this research by mapping the background of these collaborations. Following finding the focus on this research was a part of the beginning steps. The researcher found that there is an issue, there is not a lot of information regarding the effects of brand collaborations towards customers, either the customer is a fan of anime series or fast fashion consumers. Therefore the researcher decided to conduct a deep dive study about the effects of this collaboration towards customers. What are the factors that attract customers to buy these products? What makes these products different from the fast fashion brands’ regular products? These were the questions that the researcher had to answer in order to fulfill his objectives. The researcher began by finding literature works related to the researcher’s topic. Journals, academic articles, news articles and others that are related to fashion, brand collaboration, collaboration marketing, animation studios and so much more. These literatures helped the researcher find the definition and information regarding aspects that are related to the research. After reading these literature works the researcher analyzes each of them and divides them into sections within my research. As the researcher has mentioned before, the researcher discussed the definition. Information, reasons, how it impacts other parts of the research or why they are related. After the literature review was finished the researcher continued to conduct a survey to receive first primary sourced data. The survey that the researcher conducted consisted of questions related to the customers’ knowledge regarding anime, fashion brands, brand collaborations, their shopping preferences, their standard to shop a branded product and so much more. The researcher received 151 respondents for the researcher survey. From this survey the researcher received new information regarding my research and this supported the researcher in finding the reasons behind why customers or the market are interested in purchasing collaboration products between animation and fashion brands. The next step after conducting the survey was analyzing the data that the researcher has collected. The researcher used descriptive analysis from the graphs of the survey’s result. The survey shows that there are many factors that influence customers’ purchase decisions when it comes to buying these collaboration products. The biggest factors are the designs, price, functionality and the sentimental value that the product holds. These factors contribute to how it affects them, the sentimental value of these brand collaboration items are what makes these products different from regular fast fashion brand products. Price and design is also quite a considerable factor for the customers because they want a design that is unique and a price that is worth the quality for the product of these collaborations. The researcher also found the contrary information to why some of the respondents may not buy the products. Some would not buy the product due to lacking interest in purchasing these items. Most of these customers also consider its functionality. This survey result shows that brand collaborations affect customers in various ways. The collaboration might influence them to buy the products, some would not buy the product, depending on their preferences and the amount of benefit that the products offer. The researcher recommends for future researchers to take a deeper dive within this research, meaning explore other factors in more detail, perhaps in the future there will be more studies and information related to these collaborations. Lastly, for business practices, businesses must pay attention to the market, what are their preferences, how will they match the price with the desired quality and what sentimental value will it hold to these customers.