The Potential of Facebook Utilization in Women's Undergarments Luxury Fashion Brand

. The dynamic of global economy drives luxury fashion businesses to change. The primary channel of retailing for luxury fashion brand undergarment is offline stores because Luxury brands are expected to evoke uniqueness and exclusivity through high quality, premium pricing, and controlled distribution. With the exponential growth of various social media, however, luxury brands face challenges in how to maintain brand integrity while keep up with the social media trend. Facebook pages have emerged as a commonly used marketing communication tools and marketing channel, because visiting luxury fashion brand Facebook may stimulate consumers' interest in using Facebook for shopping. The purpose of this paper is to examine how women's undergarments luxury fashion brand using Facebook as a marketing tool and how consumers are interacting with the brand by measuring the number of fans, comments, and accuracy of information provided. This paper is based upon a content analysis, inquiring into 30 women's undergarment luxury fashion brand Facebook pages. Data analysis revealed many undergarment luxury fashion brands appear to have in promoting their products and engaging customers through Facebook. One major problem was the absence of an updated Facebook page. The findings of this study can enable luxury brands to forecast the future purchasing behavior of their customers and provide a guide to managing their marketing activities as well

Building an Effective Branding Strategy: A Study Case of Raiment

Since the civilized era, branding has played a very important role in business activities which when people recognize the brand, they have a perceived perception of the object. Seems simple and practical, many people mistakenly think that brand-building is an easy thing to do and therefore many businesses are stuck or even fail because they are not built through the appropriate implementation of strategies. One of which included Raiment, an online platforms-based business which helps people to create or customize clothing products. Having a vision to simplify the process of procuring a clothing product that was previously considered inefficient, concerns started to arise after it was known that the number of sales generated by Raiment for more than 1 year operating did not have any significant progress. In fact, most of the sales generated are still related through relatives such as friends and families. The aim of this research is to help Raiment to be able to assess the related factors in building its brand and also develop the right strategy to be able to create a better brand. External and internal analysis are also used in this research to help see the root of the problems faced by Raiment. The external analysis included is Porter's Five Forces, PESTEL Analysis, and Competitor Analysis. Meanwhile, the internal analysis included is Company Analysis and Brand Audit Analysis. The results of this study indicate that the roots of the problems faced by Raiment are around unclear brand-building guidelines, lack of available budget, lack of knowledge regarding the industry, and also lack of brand marketing efforts. Several solutions were proposed to address the root causes of the problem in developing the Raiment brand, such as creating a brand positioning model to increase brand awareness, building a brand resonance model to build brand loyalty, and also creating a brand value chain model to measure returns from the allocated investment for brand marketing activities. The results of this research can also help other businesses in improving and strengthening the existence of their brands, especially in the Indonesian market. With a note, further studies related to the garment/convection industry need to be carried out due to the growing trend

Barriers Analysis on Consumer Usage Intention of Freelance Marketplace in Indonesia

Past studies have shown that the informal sector, including freelancers, contributes significantly towards Indonesia's rate of employment by providing economic opportunities to those who cannot be absorbed by the formal sectors. Seizing this opportunity, many businesses are tapping into providing freelancers a place to sell and market their services online, commonly known as freelance marketplace. Yet the penetration of these platforms is still low in Indonesia. While the supply is high, Indonesian consumers still have doubts to use these marketplaces as their go-to platform when searching for freelancers. Thus, this study aims to investigate factors that impede consumers intention to use freelance marketplace in Indonesia, based on the framework of Innovation Resistance Theory (IRT). The data was collected from 370 respondents through online questionnaires, analyzed using Smart PLS software, and interviews, deciphered using selective coding. The results suggest that usage barrier, value barrier, tradition barrier, and image barrier negatively influence consumers' usage intention of freelance marketplace, all except for risk barrier. Additionally, social influence also has a significant effect on value barrier and image barrier. These findings can be useful to construct business strategies for online freelance service providers, by focusing to eliminate the critical barriers mentioned in this study