scholarly journals The mindmapping for marketing strategy: Case study of fashion industry

2021 ◽  
Vol 794 (1) ◽  
pp. 012082
Author(s):  
Chyntia Ika Ratnapuri ◽  
Selvi Aprilia ◽  
Dian Kurnia Ningrum ◽  
Ivan Diryana Sudirman ◽  
Doni Purnama Alamsyah
Keyword(s):  
Marketing Strategy ◽  
Fashion Industry

PROVOCATIVE PROMOTION: NAELOFAR HIJAB VIOLATING CULTURAL SENSITIVITY?

2019 ◽  
pp. 23-38
Author(s):  
Zuraidah Jamrin
Keyword(s):  
Marketing Strategy ◽  
Cultural Sensitivity ◽  
Single Case ◽  
Scientific Progress ◽  
Target Market ◽  
Single Case Study ◽  
Fashion Industry ◽  
Active User ◽  
Successful Event

The implementation of a marketing strategy without cultural sensitivity in mind can result in unintentionally offending or alienating the new target market, which can lead to a drop in sales – or worse. The purpose of this paper is first to explore how promotional advertisement with cultural sensitivity can cause a misfit in marketing strategy for the fashion industry’s specific market. Causing the promotion turned provocative. It could be more advantages for a marketer to be able to fully utilize intrinsic and extrinsic strengths while avoiding the market predecessor threat, simultaneously utilize available opportunities and liberalize weaknesses despite putting too much effort to eradicate. Secondly, a specific execution technique used in analyzing the case by adopting the 7 Ps marketing mixed into an inductive single-case study on Naelofar Hijab’s provocative promotion. The finding shows the core strategy in the promotion fashion industry is promoting via social media consist of popularity engagement, Outfit-Of-The-Day (OOTD) approach, and utilization of personnel status as media social active user established strong consumer foundations. While the execution of runway show faced five challenges, but the successful event may uplift brand identity. As far as the adoption of a single-case study is concerned, this could create biases that can affect the final product in terms of reliability, validity and generalizing. However, Erikson (1986) stated, the general lies in the particular, and Flyvberg (2006) stated the strength of a single example is underestimated in its contribution to scientific progress. In a specific and growing sub-industry, this single case study is reasonable to believe that it could be considered as a representative case of companies of the time and its findings sufficiently in general. Significantly, the finding could guide marketers towards understanding the market sensitivity, and if there is a need to modify the marketing strategy from offending the new target market.

Conquering the Digital Customer

2017 ◽  
pp. 334-354
Author(s):  
Eric Viardot ◽  
Petra A. Nylund
Keyword(s):  
Marketing Strategy ◽  
Global Market ◽  
Brand Strategy ◽  
Fashion Industry ◽  
Supply Chain Strategy ◽  
Strategic Success ◽  
Market Leadership ◽  
Set Up ◽  
High Level

This case study illustrates the effectiveness of pursuing a customer centric marketing approach in order to achieve long term strategic success and global market leadership in the fashion industry. The case study provides the most significant elements of Zara's history. Then it describes the competitive environment. Next it reveals how Zara has set up a unique, lean, and agile supply chain strategy in order to deliver new products on a very frequent basis and faster than any of its competitors, as fashion customers expect constant changes. Then the case study details the customer centric marketing strategy, with the use of customers as the source of the inspiration for fashion design, the central role of the stores to build a very high level of trust with its customers, which is used by Zara to make a distinctive brand strategy. Finally, the case study discusses the new challenges of Zara to adapt its customer centric marketing strategy to the digital market.

Always Trust the Customer

2014 ◽  
pp. 68-94
Author(s):  
Eric Viardot
Keyword(s):  
Marketing Strategy ◽  
Brand Strategy ◽  
Fashion Industry ◽  
Chinese Market ◽  
Supply Chain Strategy ◽  
Strategic Success ◽  
Market Leadership ◽  
Set Up ◽  
High Level

This case study illustrates the effectiveness of pursuing a customer centric marketing approach in order to achieve long term strategic success and market leadership in the fashion industry. The case study provides the most significant elements of Zara’s history. Then it describes the competitive environment. Next it reveals how Zara has set up a unique, lean, and agile supply chain strategy in order to deliver new products on a very frequent basis and faster than any of its competitors, as fashion customers expect constant changes. Then the case study details the customer centric marketing strategy, with the use of customers as the source of the inspiration for fashion design, the central role of the stores to build a very high level of trust with its customers, which is used by Zara to make a distinctive brand strategy. Finally, the case study discusses the new challenges that Zara customer centric marketing strategy is meeting when confronted with the expansion on the Chinese market and the online market.

scholarly journals Internationalization of Batik in the Creative Industry of Harajutik

2018 ◽  
Author(s):  
Rosida Tiurma Manurung ◽  
Nuning Kurniasih ◽  
Achmad Zulfikar ◽  
Kundharu Saddhono ◽  
Ifit Novita Sari ◽  
...  
Keyword(s):  
Young People ◽  
Marketing Strategy ◽  
Qualitative Method ◽  
Cultural Diplomacy ◽  
International Community ◽  
Creative Industry ◽  
Fashion Industry ◽  
Cultural Wealth ◽  
Mix And Match

Indonesia has a variety of traditional textile, namely Batik, Tenun, Songket, Gringsing, and others variety. Indonesian Traditional Textiles have their characteristics, fineness, and uniqueness. Batik as a cultural wealth of Indonesia potentially become a favorite fashion for youth. If Batik managed with unique ways and supported by a good marketing strategy, then Batik can increase sales figures and also go international for the fashion industry. This study discusses how the creativity and motivation of young people who mix and match the Indonesian Batik with the concept of Japanese Harajuku. This research uses a qualitative method with a case study. The results show that Batik with the idea of Japanese Harajuku can become an opportunity for the creative industry with the youth segment and promote to the international community through cultural diplomacy.

Building a Personal Brand as a CEO: A Case Study of Vivy Yusof, the Cofounder of FashionValet and the dUCk Group

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110302
Author(s):  
Nor Hasliza Md Saad ◽  
Zulnaidi Yaacob
Keyword(s):  
Social Media ◽  
Building Blocks ◽  
Media Content ◽  
Fashion Industry ◽  
Personal Brand ◽  
Branding Strategies ◽  
Social Media Presence ◽  
Personal Branding ◽  
The Masses

Social media is a new platform for CEOs to build their image and create a strong personal brand to represent themselves and their company. This research examines an outstanding Malaysian fashion icon and social media–savvy businesswoman with over a million followers on Instagram, Vivy Yusof, the youngest Malaysian e-commerce mogul and an example of a successful CEO who has used personal branding to build an empire in the fashion industry. The objectives of this research are to identify the type of messages Vivy Yusof communicates to her audience through her personal Instagram posts and to identify the ways Vivy Yusof’s audience engages with her posts on Instagram. Her Instagram post content is classified using the Honeycomb framework that comprises seven functional building blocks, namely, presence, relationships, reputation, groups, identity, conversations, and sharing. In this study, the content of Vivy Yusof’s Instagram posts is categorized by how she focuses on the various functional building blocks in her posts and the implications these blocks have on how her audience interacts with the posts. Her social media presence confirms the importance of CEO personal branding because of her role and influence on the masses evidenced by the willingness of her followers to interact (through likes and comments) and engage with her posts on any subject matter, relating either to her business or personal life. The study contributes to a growing body of literature on personal branding strategies by shedding light on the association between content strategies and engagement with social media content.

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