IMPLEMENTATION OF DIGITAL MARKETING STRATEGY ON GARMENT COMPANY: A COMMUNITY DEVELOPMENT IN VIO COLLECTION

Willy FERNANDEZ; Retno DEWANTI

doi:10.33068/iccd.v7i1.986

Willy FERNANDEZ Binus University
Retno DEWANTI Bina Nusantara University

DOI: https://doi.org/10.33068/iccd.v7i1.986

Keywords: Digital Marketing, Social Media, Fashion, Community Development

Abstract

Vio Collection is a garment company which is expert in the field of fast fashion that was founded in 2010. While running its business, Vio Collection made attempts to carry out digital marketing and enter the digital realm, such as opening its business on an online basis, but these efforts failed or suffered losses. The community development team found that the Vio Collection continued to decline in sales. Through this case study, would like handling and supervised this implementing digital marketing to adapt digitalization era and ready to compete in the fast fashion market. Community development methodology uses SWOT Analysis and Plan, Do, Check, and Action Model. Respondents are the owners and Vio Collection employees, and customers. Based on the results analysis recommend to Vio Collection should be carried out digital marketing activities, with social media Instagram and Tiktok, selected paid promotion and endorsement strategies.

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