Pendekatan Merek Fashion pada Subkultur:(Studi kasus Strategi Komunikasi Pemasaran KMPSYD dalam Menjangkau Pasar Subkultur dan Komunitas

Revta Fariszy, Widodo Agus Setianto

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT Fashion is one of the media of a person to communicate. Fashion carry messages, consciously or not, that shows the characteristics of its users. In a subculture, fashion became one of the distinguishing characteristics between each other. Brand, model, and how its use, are the example of fashion values that exist in every subculture. In reality, we can identify a particular subculture or community by how they are dressed. In terms of marketing communications, fashion brands that targeted on the market subculture or community has a different approach compare to fashion brands that have a broad target market. Targeted on subculture automatically needs the adaptation and application of the values that exist on the target market. The existence of these values leads to modification of the marketing communication strategy undertaken. Marketing communication strategy targeted to subcultures and communities is quite complex because it takes harmony between all marketing activities with the values that exist on the target. Not only that, there is a difference values that exist in every subculture and community certainly has made the marketing approach is becoming more challenging. This study is trying to explain how KMPSYD, a fashion brand in Indonesia, adaptating and applying markets value in embracing subculture and community. In practice, the strategy embracing the market on subcultures and communities can be understood with the patterns of crytic marketing communication and role modeling processes. Keywords: Subculture, community, consumer behavior, communication strategy, fashion, cryptic marketing, role model

Kata Kunci : Busana; Fashion