Perancangan Promosi Brand Fashionistas dengan Konsep Timeless Fashion Sebagai Upaya Meningkatkan Penjualan

Ranita, Siti Faradhila (2023) Perancangan Promosi Brand Fashionistas dengan Konsep Timeless Fashion Sebagai Upaya Meningkatkan Penjualan. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Fashionistas merupakan local brand Indonesia dengan spesifikasi kebutuhan fashion wanita yang telah berdiri selama 15 tahun. Brand ini mengangkat konsep Timeless Fashion yang belum banyak dilakukan oleh local brand lain. Fashionistas telah melakukan promosi, namun berdasarkan data yang berhasil dikumpulkan, promosi yang dilakukan belum dapat meningkatkan penjualan. Oleh karena itu diperlukan sebuah perancangan promosi untuk meningkatkan penjualan tersebut.

Perancangan ini dilakukan melalui beberapa metode penelitian antara lain studi literatur mengenai topik industri fashion, promosi brand, dan timeless fashion, Studi eksiting dan studi komparator tentang Promosi Brand Fashion sejenis di Indonesia dilakukan untuk menambah referensi dan wawasan. Observasi offline store Fashionistas dilakukan untuk mengetahui keadaan toko secara langsung. Depth interview dilakukan kepada founder dan team dari Fashionistas untuk mendapatkan data yang lebih detail. Kuisoner dilakukan untuk menggali data mengenai target segmen. Studi eksperimental untuk menentukan konsep desain yang terdiri dari konsep komunikasi, konsep visual, dan konsep media, kemudian dilakukan evaluasi rancangan desain dengan narasumber ahli.

Tujuan dari perancangan ini adalah sebagai media promosi untuk meningkatkan penjualan Fashionistas dengan konsep timeless fashion. Selain itu, melalui perancangan ini diharapkan dapat memberikan edukasi tentang timeless fashion sendiri. Implementasi media yang digunakan pada perancangan promosi ini antara lain adalah video ads, konten sosial media, dan kartu promosi.
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Fashionistas is a local Indonesian brand with specifications for women's fashion needs that have been established for 15 years. This brand raises the concept of Timeless Fashion which has not been done by many other local brands. Fashionistas have carried out promotions, but based on the data collected, the promotions have not been able to increase sales. Therefore we need a promotional design to increase these sales.

This design was carried out through several research methods including literature studies on the topic of the fashion industry, brand promotion, and timeless fashion. Existing studies and comparative studies on the promotion of similar fashion brands in Indonesia were carried out to add references and insight. Observation of the Fashionistas offline store was carried out to find out the state of the store directly. Depth interviews were conducted with the founder and team from Fashionistas to obtain more detailed data. Questionnaires were conducted to gather data regarding the target segment. Experimental studies to determine design concepts consisting of communication concepts, visual concepts, and media concepts, then an evaluation of the designs was carried out with expert sources.

The purpose of this design is as a media campaign to increase Fashionistas sales with the concept of timeless fashion. In addition, through this design it is hoped that it can provide education about timeless fashion itself. The implementation of the media used in designing this promotion includes video ads, social media content, and promotional cards.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Promotion, Fashionista, Timeless fashion, Sale,Promosi, Fashionista, Timeless fashion, Penjualan
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. H Social Sciences > HX Socialism. Communism. Anarchism N Fine Arts > N Visual arts (General) For photography, see TR N Fine Arts > NE Print media T Technology > TR Photography T Technology > TR Photography > TR845 Cinematography. Video recordings.
Divisions:	Faculty of Architecture, Design, and Planning > Visual Communication Design > 90241-(S1) Undergraduate Thesis
Depositing User:	Siti Faradhila Ranita
Date Deposited:	01 Aug 2023 01:56
Last Modified:	01 Aug 2023 01:56
URI:	http://repository.its.ac.id/id/eprint/100733

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