Perpustakaan Digital ITB

Year of 2016 will be the hardest year for fashion industry in improving their business condition. This was caused by macroeconomics and geopolitical sphere/issues happened at that year; terrorist attack in France, Brexit vote in United Kingdom and the volatility of Chinese Stock Market. Consumers have become unpredictable in their purchasing behavior because their decision could be spontaneously changed by new technologies. Although growth condition of fashion industry gets slower 2-3 percent at the end of year 2016, there are still hope for fashion growth to rise 2.5-3.5 percent in 2017. In fact, based on current result analysis, fashion industry is in the world’s seven largest industry that support world economic condition. There is still big opportunity for fashion industry players to expand their business widely. In Indonesia itself, the economic condition shows increase of 5.3% at the end of year 2016. It means that there are lot of investors locally and internationally invest their money in business sectors of Indonesia, one of them is fashion industry sector. Fashion industry plays the most important role in Indonesia’s creative economy. It is proved from many fashion events held in Indonesia that has scope as the largest fashion event in Southeast Asia. ARTE is new player in fashion industry of Indonesia that currently has products which have not yet lunched to public. As new brand name, ARTE thinks about the best way of marketing strategy that will create brand awareness of customers to the product. The best marketing strategy helps ARTE to find the most strategic way to reach its target market. Because nowadays, people tend to be familiar with technologies as internet users, finding the right way through online strategy will be the most effective way as new business marketing strategy. It will boost brand awareness of product in customers’ mind with good and attractive marketing content and right channels. Research methodology used to analyze internal and external situation for development of ARTE business. It uses conceptual framework as approach to entire process of this research to gain a solution. It starts from business issues happened in ARTE business until implementation plan as realization. Data sources are conducted from survey, interview and literature study that uses approach of qualitative and quantitative method. Internal analysis will be conducted using STP (Segmenting, Targeting and Positioning) and Marketing Mix (Product, Price, Place, Promotion). External analysis will be conducted using 5C (Company, Customer, Competitor, Context, and Collaborator) and Five Porters. All data gained from these two analysis are helpful to overcome the root cause of ARTE which is unplanned and unorganized marketing strategy. Finally, as result of this research, the best marketing strategy with right content and channel is solution for ARTE business. Marketing content strategy with focus on purpose, priority, organizational goal, understanding audience, target audience, content type, uniqueness, challenges, and optimizing content for search is solution for ARTE to create brand awareness of its customers. In other hand, offline strategy (join in creative communities, discount pricing strategy, visual print marketing and exhibition), and online strategy (Google adwords, Facebook, Instagram, YouTube, endorsement, collaboration, mobile marketing and marketplace) that are implemented to implementation plan and budgeting plan will be other solution as the most effective marketing strategy for ARTE business.