Branding fashion muslim (studi analisis brand wearing klamby)

Alifa Nur Fitri*  -  UIN Walisongo Semarang, Indonesia
Silvia Riskha Fabriar  -  UIN Walisongo Semarang, Indonesia
Mustofa Hilmi  -  UIN Walisongo Semarang, Indonesia

(*) Corresponding Author

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.

Keywords : fashion branding; wearing klamby; brand.

  1. Bruno, H. (2008). Fashion Branding: 7 Jurus Sukses Branding Bisnis MLM Fashion. Gramedia.
  2. Cutlip, S. M., Center, A. H., & Broom, G. M. (1982). Effective Public Relations (1st ed.). Prentice Hall.
  3. 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.
  4. Kusrianto, A. (2007). Pengantar Desain Komunikasi Visual. Andi Offset.
  5. 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
  6. 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
  7. 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.
  8. 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
  9. Ranto, D. W. P. (2013). Menciptakan Islamic Branding sebagai Strategi Menarik Minat Beli Konsumen. JBMA AMA YKPN, 1(2).
  10. Shimp, T. A. (2003). Periklanan promosi Aspek-Aspek Tambahan Komunikasi Terpadu. Erlangga.
  11. 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

Islamic Communication Journal
Published by by the Department of Communication and Islamic Broadcasting
Faculty of Da'wa and Communication UIN Walisongo Semarang
Jl Prof. Dr. Hamka Kampus III Ngaliyan Semarang 50185
Phone: +62 811-2756-055 (Amelia Rahmi)
Website: https://fakdakom.walisongo.ac.id/

ISSN: 2541-5182 (Print)
ISSN: 2615-3580 (Online)


This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

 
apps