Branding of muslim scuba dress: The case study of Rizka Haristi in Bandung

Abstract

The growing of the fashion industry in Indonesia has driven competitiveness within the creative market, marked by numerous prestigious fashion events held every year. As a Muslim fashion brand established since 2015 in Bandung, Rizka Haristi has had to compete with similar brands to create the market opportunity, especially in West Java. Despite Rizka Haristi success in several fashion shows and its sales even reaching a peak in 2018, fluctuating profit is undeniable. It is assumed that the lack of emotional relationship with its consumer, also the use of single promotion media, has become the primary factor of this fluctuation. Hence, the company requires an advertising solution to increase their brand awareness. By conducting qualitative research using various methods, this paper generated a creative strategy toward a particular target audience: bridesmaid. By offering a special package, the program could help the brand to build a more emotional connection and stabilize the profit in the long run.