Disarifianti, Nabila (2022) Perancangan Kampanye Bijak Berpakaian sebagai Upaya Mengurangi Penggunaan Fast Fashion di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Fashion hadir dalam berbagai aspek kehidupan manusia yang seiring berkembangnya jaman, fungsi kebutuhan dasar manusia dalam berbusana mulai bergeser menjadi sebuah identitas setiap individu untuk merefleksikan keunikannya. Dikarenakan permintaan pakaian yang sangat tinggi, di dalam prosesnya perkembangan teknologi berkontribusi dalam percepatan industri fashion, baik dalam proses pengolahan bahan baku maupun produksi desain, dimana pemasaran produk fashion dapat menembus setiap belahan dunia dalam waktu singkat hanya untuk memenuhi hasrat konsumsi masyarakat modern, yang kemudian hal tersebut dikenal dengan istilah Fast Fashion. Di Indonesia sendiri, merek fast fashion multinasional mulai meluaskan pasarnya di kota-kota besar dan banyak dikonsumsi oleh masyarakat lokal. Penggunaan fast fashion ini menimbulkan permasalahan yang cukup besar bagi aspek lingkungan dan kemanusiaan. Perancangan kampanye ini dilakukan melalui beberapa metode penelitian. Studi literatur mengenai topik industri Fast Fashion, periklanan, dan kampanye. Studi eksisting dan studi komparator mengenai kampanye sejenis di Indonesia dilakukan untuk menambah referensi dan wawasan. Observasi dilakukan untuk mengetahui keadaan ritel toko fast fashion secara langsung. Depth interview dilakukan kepada stakeholder perancangan dan sampel target segmen. Kuesioner dilakukan untuk menggali data mengenai target segmen yang lebih luas. 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 kampanye ini adalah sebagai sumber informasi untuk menumbuhkan kesadaran kepada masyarakat mengenai pentingnya mempraktikkan fashion yang berkelanjutan sehingga dapat bermanfaat bagi sekitar dan meninggalkan kerugian seminim mungkin bagi segala aspek yang terdampak. Selain itu, melalui perancangan ini diharapkan dapat memberikan edukasi, wawasan baru, dan pengetahuan kepada masyarakat Indonesia untuk dapat bekerja sama demi mengolah dan mengkonsumsi pakaian ke arah yang lebih baik. Implementasi media yang digunakan pada kampanye ini antara lain adalah video Iklan Layanan Masyarakat, media sosial, website, poster, dan ambient media.
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Fashion is presented in various aspects of human life which with the development of the times, the main function of fashion as basic human needs in clothing begins to change into an identity for each individuals to show their uniqueness. Due to the very high demand for clothing, with the help of technology really contribute to the acceleration of the fashion industry, both in the processing of raw materials and in design production, which the marketing of fashion products can reach the worlds in a short period of time just to fulfill the consumption desires of modern society, which then known as Fast Fashion. In Indonesia itself, multinational fast fashion brands are starting to expand their market in big cities and widely consumed by local people. The use of fast fashion brings problems for environmental and humanity aspects. The design process of this campaign was done through several research methods. Literature study on fast fashion industry topics, advertising, and campaign. Existing study and comparative study on similar campaigns in Indonesia to adding new references and insights. Observations were made to determine the retail state of fast fashion stores directly. Depth interview were conducted with stakeholder and sample target segment. Questionnaires were conducted to explore data regarding a wider target segment. An experimental study to determine the design concept which include communication concept, visual concept, and media concept, then evaluate the design concept with expert. The purpose of this campaign design is to provide information to grow awareness for audiences regarding how important it is to start practicing sustainable fashion so that can be impactful for others and leave the minimum disadvantage as possible of all affected aspects. In addition, through this campaign, hopefully can bring education, new perspectives, and knowledge for Indonesions to be able to work together to process and consume clothes in a better way. The implementation media that used in this campaign include Public Service Advertisement Video, Social media, website, poster, and ambient media.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Fashion berkelanjutan, Fast Fashion, Kampanye, Campaign, Fast Fashion, Sustainable Fashion |
| Subjects: | N Fine Arts > N Visual arts (General) For photography, see TR |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis |
| Depositing User: | Mr. Marsudiyana - |
| Date Deposited: | 05 Jan 2026 06:34 |
| Last Modified: | 05 Jan 2026 06:34 |
| URI: | http://repository.its.ac.id/id/eprint/129261 |
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