BRAND LOYALTY AS A CATALYST FOR GROWTH: LEVERAGING INNOVATIVE BRAND STRATEGIES TO ENHANCE MARKET LEADER POSITION IN THE ANIME APPAREL MARKET FOR A SMALL CLOTHING BRAND

• Main Author: Al Ghifary, Muhammad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85925
• Institution: Institut Teknologi Bandung

This research entitled "Brand Loyalty as a Catalyst for Growth: Leveraging Brand Experience to Enhance Market Success for Small Clothing Brands in Triple Two Reworks" aims to identify strategies that can increase brand loyalty and market growth for small clothing brands. This research focuses on Triple Two Reworks, a local brand that specializes in redesigning used clothing into new fashion products that are aesthetically pleasing and sustainable. This study reveals that brand loyalty plays a critical role in the long-term success of a brand, especially for small clothing brands that often face limited resources and challenges in reaching a wider audience. This research uses a qualitative approach with in-depth analysis of positive Triple Two Reworks brand experiences, as measured through indicators of customer satisfaction and their engagement with the brand. The research results show that superior brand experience can increase customer loyalty and market success. Triple Two Reworks can leverage positive brand experiences through a branding strategy that includes providing a personalized shopping experience, product customization options, and responsive customer support. Additionally, the adoption of sustainable fashion trends and limited-edition collections can attract environmentally conscious and fashionable consumers, thereby expanding market share and increasing competitiveness. This research concludes that by optimizing the brand experience, Triple Two Reworks can build strong customer loyalty and achieve sustainable market growth.