Rantai Nilai dan Model Bisnis Fashion pada Brand Lokal
Keywords:
fashion, business process, competitive advantage, value chain in fashion, business model
Abstract
In this study, we analyze the implementation of Musse Official's corporate strategy to face the intense competition in the fashion industry, as well as the obstacles encountered. Specifically, this study presents Musse Official value chain analysis, which is based on the results of depth interviews with Musse Official’s owner. Facing a competing strategy that dares to spend money on a large scale, Musse Official puts customer engagement as its competitive advantage. For example, a promotional program for loyal consumers and convenience return of goods process. In addition, accuracy in procurement of goods and agile supply chain is also part of the Official Musse strategy.
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References
REFERENSI
Bockholdt, K., Kemper, J., & Brettel, M. (2020). Private label shoppers between fast fashion trends and status symbolism – A customer characteristics investigation. Journal of Retailing and Consumer Services, 52, 101883. doi:10.1016/j.jretconser.2019.07.008
Casidy, Riza (2012) An empirical investigation of the relationship between personality traits, prestige sensitivity, and fashion consciousness of Generation Y in Australia Australasian Marketing Journal 20, 242-249.
Escalas, Jennifer E. and J.R. Bettman. (2005). Self-Construal, reference groups, and brand meaning. Journal of Consumer Research Vol. 32, December 2005, 378-389
Fuchs, C., Prandelli, E., Schreier, M., Dahl, D.W., (2013). All that is users might not Be gold: how labeling products as user designed backfires in the context of luxury fashion brands. J. Mark. 77, 75–91. https://doi.org/10.1509/jm.11.0330.
Liyana Hasnan. 2019. Getting Creative in Indonesia. https://theaseanpost.com/article/getting-creative-indonesia, diakses pada Minggu, 29 Maret 2020 pukul 15.00 WIB.
McColl, J., & Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management, 15(1), 91-107.
Raymond Charles. 2019. Menelusuri Perkembangan dan Potensi Industri Kreatif di Indonesia.https://kumparan.com/karjaid/menelusuri-perkembangan-dan-potensi-industri-kreatif-di-indonesia-1550828242361247154, diakses pada Sabtu, 28 Maret pukul 14.06 WIB
Yoganarasimhan, H., (2012). Cloak or flaunt? The fashion dilemma. Mark. Sci. 31, 74–95. https://doi.org/10.1287/mksc.1110.0689
Bockholdt, K., Kemper, J., & Brettel, M. (2020). Private label shoppers between fast fashion trends and status symbolism – A customer characteristics investigation. Journal of Retailing and Consumer Services, 52, 101883. doi:10.1016/j.jretconser.2019.07.008
Casidy, Riza (2012) An empirical investigation of the relationship between personality traits, prestige sensitivity, and fashion consciousness of Generation Y in Australia Australasian Marketing Journal 20, 242-249.
Escalas, Jennifer E. and J.R. Bettman. (2005). Self-Construal, reference groups, and brand meaning. Journal of Consumer Research Vol. 32, December 2005, 378-389
Fuchs, C., Prandelli, E., Schreier, M., Dahl, D.W., (2013). All that is users might not Be gold: how labeling products as user designed backfires in the context of luxury fashion brands. J. Mark. 77, 75–91. https://doi.org/10.1509/jm.11.0330.
Liyana Hasnan. 2019. Getting Creative in Indonesia. https://theaseanpost.com/article/getting-creative-indonesia, diakses pada Minggu, 29 Maret 2020 pukul 15.00 WIB.
McColl, J., & Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management, 15(1), 91-107.
Raymond Charles. 2019. Menelusuri Perkembangan dan Potensi Industri Kreatif di Indonesia.https://kumparan.com/karjaid/menelusuri-perkembangan-dan-potensi-industri-kreatif-di-indonesia-1550828242361247154, diakses pada Sabtu, 28 Maret pukul 14.06 WIB
Yoganarasimhan, H., (2012). Cloak or flaunt? The fashion dilemma. Mark. Sci. 31, 74–95. https://doi.org/10.1287/mksc.1110.0689
Published
2022-07-14
How to Cite
Feodora, F., Handoyo, A., Cendana, G., Pier’s Moses, J., & Suhartanto, E. (2022). Rantai Nilai dan Model Bisnis Fashion pada Brand Lokal. PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia, 5(1), 66-75. https://doi.org/10.21632/perwira.5.1.66-75
Section
Articles
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