Branding fashion muslim (studi analisis brand wearing klamby)
DOI:
https://doi.org/10.21580/icj.2021.6.1.7872Keywords:
fashion branding, wearing klamby, brand.Abstract
The halal industry in Indonesia is undergoing development. This is supported by 87.17% of Indonesia's population are Muslims. One of the growing industries is the Muslim clothing industry. Modest fashion, a term for fashion trends with a more polite and closed fashion concept. One of the famous Muslim fashions is Wearing Klamby. A local fashion brand from Yogyakarta whose collections have local content. This paper aims to see how Muslim fashion branding is used by Wearing Klamby. During of competition in the Muslim fashion business, branding is an important thing as a form of differentiation with other products, Brand can give life to a product. Branding Wearing Klamby as a product that loves the country is shown with the tagline " The Beauty Indonesia in your daily wear". WearingKlamby is one of the strong fashion products in its Branding. This paper uses a qualitative method with descriptive type with analytic using 7 principles of Fashion Branding according to Bruno Hasson. The data was obtained from social media and news. The results of this paper show that Klamby uses 7 principles of Fashion Branding Bruno Hasson in forming Muslim fashionbranding Wearing Klamby including creating a logo that Stands Out, Building Myths about Brands, Creating evocative Events, using celebrity endorsers, making members as living brand, and do it your way. The existence of the brand can form brand loyalty to consumers Wearing Klamby.
Downloads
References
Bruno, H. (2008). Fashion Branding: 7 Jurus Sukses Branding Bisnis MLM Fashion. Gramedia.
Cutlip, S. M., Center, A. H., & Broom, G. M. (1982). Effective Public Relations (1st ed.). Prentice Hall.
Dwi, N. (2016). Pengaruh Katalog Online Shop di Instagram dan Status Ekonomi terhadap Perilaku Konsumen (Studi Korelasi Terpaan Katalog Online Shop Akun @steddystore di Instagram dan Status Ekonomi terhadap Perilaku Konsumen pada followers Akun @steddystore). Universitas Sebelas Maret.
Kusrianto, A. (2007). Pengantar Desain Komunikasi Visual. Andi Offset.
Mangifera, L., Pramesti, A. N., & Dewi, S. N. (2016). Efektifitas Katalog sebagai Media Promosi bagi Pengembangan UMKM di Kabupaten Sragen. Jurnal Management Dan Bisnis, 1(1), 43–47. https://doi.org/10.23917/benefit.v1i1.2364
Nawastha, C. H., & Alversia, Y. (2020). Pengaruh Customer Engagement di Media Sosial terhadap Brand Intimacy pada Produk Fashion Lokal Indonesia The Influence of Customer Engagement in Social Media Towards Brand Intimacy to Indonesian Fashion Local Products. Jurnal Manajemen Dan Usahawan Indonesia, 43(2), 1–15. http://www.jke.feb.ui.ac.id/index.php/jmui/article/viewFile/12786/67546810
Nuraini, A., & Maftukhah, I. (2015). Pengaruh Celebrity Endorser dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Citra Merek pada Kosmetik Wardah di Kota Semarang. Management Analysis Journal, 4(2), 171–179.
Rahma, A. (2018). Event sebagai Salah Satu Bentuk Strategi Komunikasi Pemasaran Produk Fashion Nasional (Event Tahunan JakCloth). Nyimak: Journal of Communication, 1(2). https://doi.org/10.31000/nyimak.v1i2.480
Ranto, D. W. P. (2013). Menciptakan Islamic Branding sebagai Strategi Menarik Minat Beli Konsumen. JBMA AMA YKPN, 1(2).
Shimp, T. A. (2003). Periklanan promosi Aspek-Aspek Tambahan Komunikasi Terpadu. Erlangga.
Yuliani, R., Komala, L., & Sjoraida, D. F. (2019). Branding Alisha sebagai Brand Fashion Keluarga Muslim di Bandung. Jurnal Ilmu Komunikasi Dan Humaniora, 2(1). https://doi.org/10.32509/jhm.v2i1.986
Downloads
Published
How to Cite
Issue
Section
License
Copyright
The copyright of the received article shall be assigned to the journal as the publisher of the journal. The intended copyright includes the right to publish the article in various forms (including reprints). The journal maintains the publishing rights to the published articles. Therefore, the author must submit a statement of the Copyright Transfer Agreement.*)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
In line with the license, authors and third parties (readers, researchers, and others) are allowed to share and adapt the material only for non-commercial purposes. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors and third parties (readers, researchers, and others) remix, transform or build upon the material, they must distribute their contributions under the same license as the original.
*) Authors whose articles are accepted for publication will receive confirmation via email to send a Copyright Transfer Agreement.
