Strategi Pengembangan Usaha Brand Lokal In-Onecloth melalui Event dan Social Media Marketing

Dimas Raditia (Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung)
Rezi Muhamad Taufik Permana (Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung)
Nindya Saraswati (Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung)

Bandung Conference Series: Business and Management
1101-1110

Abstract. The local fashion industry in Indonesia, particularly in Bandung, has grown rapidly along with the increasing interest of young consumers in fashion products that emphasize comfort, style, and personal identity. In-OneClothn is a local fashion brand focusing on casual wear, with its main product being board shorts made from cotton-taslan material. This study aims to analyze and formulate brand development strategies for In-OneClothn to increase sales and brand awareness amid the increasingly competitive fashion industry. The research methods include SWOT analysis, Porter's Five Forces, Balanced Scorecard, Target and Performance analysis, and the Boston Consulting Group (BCG) Matrix, supported by marketing approaches through segmentation, targeting, positioning (STP), and the marketing mix. The results indicate that In-OneClothn has strong growth potential through the optimization of digital marketing, the use of social media and marketplaces, and the strengthening of brand identity that emphasizes a balance between comfort, simplicity, and style. A well-planned and sustainable brand development strategy is expected to enhance the brand's existence, sales performance, and competitiveness within the creative fashion industry. Abstrak. Industri fesyen lokal Indonesia, khususnya di Kota Bandung, mengalami perkembangan pesat seiring meningkatnya minat generasi muda terhadap produk fesyen yang mengutamakan kenyamanan, gaya, dan identitas diri. In-OneClothn merupakan merek fesyen lokal yang bergerak di bidang pakaian kasual dengan produk utama berupa celana board short berbahan katun-taslan. Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi pengembangan brand In-OneClothn dalam meningkatkan penjualan dan brand awareness di tengah persaingan industri fesyen yang semakin kompetitif. Metode penelitian yang digunakan meliputi analisis SWOT, Five Forces Porter, Balanced Scorecard, Target and Performance, serta Boston Consulting Group (BCG) Matrix, dengan pendekatan pemasaran melalui segmentasi, targeting, positioning (STP), dan bauran pemasaran. Hasil penelitian menunjukkan bahwa In-OneClothn memiliki peluang besar untuk berkembang melalui optimalisasi pemasaran digital, pemanfaatan media sosial dan marketplace, serta penguatan identitas brand yang menekankan keseimbangan antara kenyamanan, kesederhanaan, dan gaya. Strategi pengembangan brand yang terarah dan berkelanjutan dinilai mampu meningkatkan eksistensi, penjualan, dan daya saing In-OneClothn sebagai brand fesyen lokal di industri kreatif.