Perancangan Promosi Brand Fashionistas Dengan Konsep Timeless Fashion Sebagai Upaya Meningkatkan Penjualan

Design of Fashionistas Brand Promotion with the Concept of Timeless Fashion as an Effort to Increase Sale

Abstract

Fashionistas is a local Indonesian brand with specifications for women's fashion needs that have been established for 15 years. This brand raises the concept of Timeless Fashion which has not been done by many other local brands. Fashionistas have carried out promotions, but based on the data collected, the promotions have not been able to increase sales Therefore we need a promotional design to increase these sales. This design was carried out through several research methods including literature studies on the topic of the fashion industry, brand promotion, and timeless fashion. Existing studies and comparative studies on the promotion of similar fashion brands in Indonesia were carried out to add references and insight. Observation of the Fashionistas offline store was carried out to find out the state of the store directly. Depth interviews were conducted with the founder and team from Fashionistas to obtain more detailed data. Questionnaires were conducted to gather data regarding the target segment. Experimental studies to determine design concepts consisting of communication concepts, visual concepts, and media concepts, then an evaluation of the designs was carried out with expert sources. The purpose of this design is as a media campaign to increase Fashionistas sales with the concept of timeless fashion. In addition, through this design it is hoped that it can provide education about timeless fashion itself. The implementation of the media used in designing this promotion includes video ads, social media content, and promotional cards.