Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia
The continuous growth of the fashion industry leaves tons of discarded clothing and garments. One way to address this issue is by upcycling or assembling worn or leftover garments into a new piece of clothing. With the growing sustainable awareness in Indonesia, consumers have started to look for cl...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2022-02-01
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| Series: | Binus Business Review |
| Subjects: | |
| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/7534 |
| _version_ | 1797709526630137856 |
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| author | Anindita Hanadhyas Nuri Wulandari |
| author_facet | Anindita Hanadhyas Nuri Wulandari |
| author_sort | Anindita Hanadhyas |
| collection | DOAJ |
| description | The continuous growth of the fashion industry leaves tons of discarded clothing and garments. One way to address this issue is by upcycling or assembling worn or leftover garments into a new piece of clothing. With the growing sustainable awareness in Indonesia, consumers have started to look for clothing brands applying a sustainable practice. The research investigated the external and internal factors that could affect sales as well as brand awareness and identified the marketing strategy of a new upcycling clothing brand in Indonesia, Kawan. The research was conducted by understanding the external and internal factors using qualitative and quantitative methods. The internal data were from interviews with the owner of Kawan, customers and potential customers of Kawan. They were analyzed by the Valuable, Rare, Imperfectly Imitable, Organization (VRIO) and Marketing Mix (Product, Price, Place, and Promotion (4P)) framework. Meanwhile, the external factors were examined by the Political, Economic, Sociocultural, Technology, Ecological, Legal (PESTEL) framework and benchmarking. The data for PESTEL analysis were derived from news, reports, and an interview with the owner of Kawan. A survey was also conducted to women in Indonesia to formulate the marketing strategy using Marketing Mix framework. The results show the product characteristics for upcycling clothing brand and essential types of information for the promotion. They are essential in value creation and delivery for upcycling fashion brands. It is expected to contribute to the sales issue that Kawan has experienced and generate the marketing strategy for the issue. |
| first_indexed | 2024-03-12T06:38:14Z |
| format | Article |
| id | doaj.art-776b130f506b4bc5ad51527fb7f401d0 |
| institution | Directory Open Access Journal |
| issn | 2087-1228 2476-9053 |
| language | English |
| last_indexed | 2024-03-12T06:38:14Z |
| publishDate | 2022-02-01 |
| publisher | Bina Nusantara University |
| record_format | Article |
| series | Binus Business Review |
| spelling | doaj.art-776b130f506b4bc5ad51527fb7f401d02023-09-03T01:09:58ZengBina Nusantara UniversityBinus Business Review2087-12282476-90532022-02-01131677910.21512/bbr.v13i1.75346608Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in IndonesiaAnindita Hanadhyas0Nuri Wulandari1Institut Teknologi BandungInstitut Teknologi BandungThe continuous growth of the fashion industry leaves tons of discarded clothing and garments. One way to address this issue is by upcycling or assembling worn or leftover garments into a new piece of clothing. With the growing sustainable awareness in Indonesia, consumers have started to look for clothing brands applying a sustainable practice. The research investigated the external and internal factors that could affect sales as well as brand awareness and identified the marketing strategy of a new upcycling clothing brand in Indonesia, Kawan. The research was conducted by understanding the external and internal factors using qualitative and quantitative methods. The internal data were from interviews with the owner of Kawan, customers and potential customers of Kawan. They were analyzed by the Valuable, Rare, Imperfectly Imitable, Organization (VRIO) and Marketing Mix (Product, Price, Place, and Promotion (4P)) framework. Meanwhile, the external factors were examined by the Political, Economic, Sociocultural, Technology, Ecological, Legal (PESTEL) framework and benchmarking. The data for PESTEL analysis were derived from news, reports, and an interview with the owner of Kawan. A survey was also conducted to women in Indonesia to formulate the marketing strategy using Marketing Mix framework. The results show the product characteristics for upcycling clothing brand and essential types of information for the promotion. They are essential in value creation and delivery for upcycling fashion brands. It is expected to contribute to the sales issue that Kawan has experienced and generate the marketing strategy for the issue.https://journal.binus.ac.id/index.php/BBR/article/view/7534marketing strategyonlineupcyclingsustainable fashionsocial media |
| spellingShingle | Anindita Hanadhyas Nuri Wulandari Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia Binus Business Review marketing strategy online upcycling sustainable fashion social media |
| title | Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia |
| title_full | Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia |
| title_fullStr | Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia |
| title_full_unstemmed | Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia |
| title_short | Implementation of Marketing Strategy: A Case Study of an Online Upcycling Fashion Brand in Indonesia |
| title_sort | implementation of marketing strategy a case study of an online upcycling fashion brand in indonesia |
| topic | marketing strategy online upcycling sustainable fashion social media |
| url | https://journal.binus.ac.id/index.php/BBR/article/view/7534 |
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