MARKETING STRATEGY FOR FASHION INDUSTRY VERSUS CIRCULAR ECONOMY
Keywords:
fashion, industry, brand, customer, waste management
Abstract
Fashion industry and the dynamics of modest wear becomes an opportunity that could be use by the entrepreneurs. It required a development of a strong brand image and consumer engagement and drive it to purchase decision. Social media marketing in instagram could be a friendly alternative for the company to deliver a set of messages to the customers, lead the customer to shape an image of the company and bond the mutual relationship to exchange value. Constant buying of fashion is a waste. Along with the waste of fashion consumers, practical shows that the fashion Waste Management process has not been carried out much and has not had a real breakthrough strategy to overcome it. Circular economy is the choice of recommended method to overcome it.
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References
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Aulia, Irlia, 2017, Thesis: Analisa Pengaruh Social Media Marketing effort terhadap Brand image dan consumer engagement serta dampaknya pada purchase decision. Bina Nusantara University
Barhemmati N., Ahmad A., (2015), Effects of Social Network Marketing (SNM) on Consumer Purchase Behavior through Customer Engagement. Journal of Advanced Management Science, vol. 3, no. 4, December 2015
BEKRAF (April 2017), Infografis Data Statistik dan Hasil Survei Khusus Ekonomi Kreatif, http://www.bekraf.go.id/berita/page/17/infografis-data-statistik-dan-hasil-survei-khusus-ekonomi-kreatif
Bilal G., Ahmed M. A., Shahzad M. N., (2014), Role of Social Media and Social Networks in Consumer Decision Making: A Case of the Garment Sector. International Journal of Multidisciolinary Sciences and Engineering, vol. 5, no. 3, March 2014
Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012), Are social media replacing traditional media in terms of brand equity creation? Management research review.
Brydges, T. (2021), Closing the loop on take, make, waste: Investigating circular economy practices in the Swedish fashion industry. Journal of Cleaner Production, 293, 126245.
Feng, Z. (2004), An Introduction to the Circular Economy. Beijing: People's Press.
Forbes (Juli, 2016), How Brands Should Use Celebrities for Endorsements, https://www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebrities-for-endorsements/#5c7561985593
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016), Social media marketing efforts of luxury brands: Influence on brand equity and consumer
Karam, A. A., & Saydam, S. (2015), An analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (A case study of fast food restaurants). International Journal of Business and Social Science, 6(1).
Kotler, P., & Armstrong, G. 2016. Principles of Marketing (global ed.). New Jersey: Pearson Education.
Mangold, W. G., & Faulds, D. J. (2009), Social media: The new hybrid element of the promotion mix. Business Horizons, 52, 357–365.
Simonson, Itamar (2014), “What Really Influences Customers in the Age of Nearly Perfect Information?” Marketing Science Institute Webinar, August 14, https://www.msi.org/conferences/what-really-influences-customers-in-the-age-ofnearly-perfect-information/#/speakers.
Witjes, S., & Lozano, R. (2016), Towards a more Circular Economy: Proposing a framework linking sustainable public procurement and sustainable business models. Resources, Conservation and Recycling, 112, 37-44.
Published
2022-12-15
How to Cite
DEWANTI, R., CHU, T., AULIA, I., & EKASARI, R. (2022). MARKETING STRATEGY FOR FASHION INDUSTRY VERSUS CIRCULAR ECONOMY. ICCD, 4(1), 192-196. https://doi.org/10.33068/iccd.v4i1.463
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