Manajemen Brand dalam Industri Fashion : Studi kasus KLE dalam Membangun Brand Equity sebagai Brand Desainer Lokal

RAHMANINGRUM, Decintia, Pulung Setiosuci Perbawani

2013 | Skripsi | Ilmu Komunikasi

ABSTRACT The movement of young designers and local brands in Indonesia has made the fashion sector contributes most in the creative industries. It started from an event called Brightspot Market, the awareness of various local brands that offers ready to wear clothes increased. One of them is KLE, a designer local brand founded by Kleting Titis Wigati in 2009. Until now, many people know and aware of KLE, it has four point of sales, had many appreciation, active;y joining many fashion events, and also has a quality product with unique designs. The brand growth very fast, considering it was only five years since it first established. Furthermore, there is no advertisement of KLE in mass media, so it is interesting to find out how KLE, a new local brand, communicate so it can known by public. Therefore, the research question is how KLE build the brand equity as a local designer brand ? Based on the analysis, it is known that when building the brand equity, KLE communicate according it background and characteristic as a local designer which is only five years since it established. And also in terms of choosing the channels and concepts, KLE influenced by it background and characteristics. This is becaused KLE management is centered in Kleting so every decision that KLE made was based on Kleting preference and taste. In terms of choosing the channels and concepts, KLE based on the big idea: bold, flexible, and approachable. In broad outline, the channels used by KLE has communicated the same message. The fact that KLE never advertise in the mass media, but the name has been known by public caused by a number of publications obtained by KLE. Keywords: brand management, fashion, local designer

Kata Kunci : Busana; Fashion