Model Bisnis Sulam Bordir ClothingGoes Ethnic by Keraci

Reziana Noviarti, Nurul Indarti, Sivilikonom, Cand., Merc., Ph.D

2016 | Tesis | S2 MANAJEMEN (MM) JAKARTA

Industri fashion berkembang sangat pesat, termasuk di Indonesia. Kemajuan teknologi informasi dan komunikasi mempercepat proses perkembangan fashion secara global. Industri fashion di Indonesia melesat menjadi salah satu primadona subsektor Industri Kreatif. Pemerintah melalui empat kementrian mencanangkan untuk menjadikan Indonesia sebagai salah satu pusat fashion Asia tahun 2018, dan pusat fashion busana muslim tahun 2020, melihat perkembangan busana muslim yang sangat pesat. Salah satu produk fashion yang utama adalah busana. Sulam bordir adalah hiasan yang dibuat di atas kain dan dapat memberi nilai tambah pada sebuah busana, dan termasuk salah satu karya budaya bangsa yang cantik dan perlu dilestarikan. Clothing Goes Ethnic by Keraci akan mengeluarkan produk sulam bordir dalam bentuk: mukena, selendang, bahan longdress, dan bahan kebaya yang berkualitas. Menurut Apindo, industri fashion dalam negeri baru tergarap sekitar 5%. Artinya banyak ruang pelaku usaha untuk membangun industri fashion ke depan. Maka, dibutuhkan sebuah model bisnis yang tepat agar dapat menghasilkan produk-produk yang kreatif dan terkini. Hasil penelitian, FGD dan analisa terhadap pelaku bisnis di industri sulam bordir yang sudah ada, menjadi acuan dalam menyusun peta empati. Selanjutnya menyusun model bisnis pada sembilan blok bangunan model bisnis kanvas. Berdasarkan hasil ketiga elemen tersebut, diketahui bahwa sulam bordir di Indonesia sudah berkembang sesuai dengan perkembangan zaman. Agar dapat berkembang terus ada beberapa hal yang harus diperhatikan dan ditingkatkan. Antara lain corak/motif disesuaikan dengan perkembangan zaman, dengan memperhatikan budaya Indonesia. Komposisi warna serasi dan bahan kain yang nyaman dipakai, diharapkan sulam bordir dapat berkembang secara global. Dengan demikian pelanggannya menjadi lebih luas. Dapat dimanfaatkan dalam berbagai kesempatan, baik sehari-hari, ke kantor dan kepesta. Peneliti akan memasarkan produk melalui pameran/bazar, berbagai acara pertemuan seperti arisan, pengajian, reuni, halal bil halal serta online.

Fashion industry is growing rapidly, including in Indonesia. Improvements in information technology and communication has accelerated the growth of global fashion trends. The Indonesian fashion industry is streaking to be one of the best subsectors in creative industries. Supported by four ministries, the government is targetting Indonesia to become one of Asia’s fashion centers in 2018, and the center of Muslim fashion in 2020, given the fact of the prompt development of Muslim fashion. One of the main fashion products is clothing. Embroidery is an artistic ornament made on textile and may add value to a fashion product. It is also one of the nation's beautiful cultural works and should be preserved. Clothing Goes Ethnic by Keraci will present high quality embroidery products in the form of praying sets, scarves, dress and kebaya materials. According to APINDO, domestic fashion industry has only been fulfilled by approximately 5%. This means there are still plenty business opportunities in fashion industries to create in the future. However, it takes a right business model in order to produce products that are creative and current. The results of researches, focus group discussions, and analysis from business people in the embroidery industry are needed as a reference in drafting the empathy map. Furthermore, the bussiness model has to be arranged on a nine building blocks business model canvas. Based on the results of these elements, it is concluded Indonesia’s embroidery industry has well evolved over time. In order to continue to grow, there are some things which must be considered and improved. One of those things is the conformation of patterns that corresponds to the current fashion trends and to the culture of Indonesia. With the touch of good color compositions and fine fabrics, embroidered fashion will undoubtedly be accepted globally. This situation will expand the spread of potential customers. Embroidered clothing can be worn in various occasions; daily, formal, and parties. The products will be presented in exhibitions, fairs, gatherings, recitals, reunions, religious meeting, and also online.

Kata Kunci : Fashion, analisis sulam Ferdi, peta empati, sembilan blok bangunan, model bisnis kanvas, sulam bordir, Fashion, analysis of existing embroidery industry, empathy map, nine building blocks, the business model canvas, embroidery.