HOW THE USAGE OF RECYCLED MATERIAL AFFECT THE BRAND PERFORMANCE OF H&M INDONESIA

• Main Author: Kahfi Eldyasya, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/86556
• Institution: Institut Teknologi Bandung

This study investigates the impact of using recycled materials on H&M's brand performance in Indonesia. H&M, a Swedish-based fashion retailer, has integrated recycled clothing into its product line as part of its sustainability efforts. Understanding how Indonesian consumers perceive and value recycled clothing and how these perceptions influence H&M's brand image and performance is crucial for maximizing the benefits of sustainable practices. The research employs a quantitative approach, combining descriptive statistical analysis and hypothesis testing. The study analyzes customer preferences based on demographics and evaluates the impact on brand performance metrics such as brand awareness, cost reduction, audience reach, and customer feedback. The findings reveal that Indonesian consumers have a positive perception of recycled clothing, which significantly enhances H&M's brand performance. Key metrics such as brand awareness, customer loyalty, and overall brand image showed notable improvements with the incorporation of recycled materials.