Virtualization of Garment Marketing During the Covid-19 Pandemic in Jakarta

Casande, Suwito (2023) Virtualization of Garment Marketing During the Covid-19 Pandemic in Jakarta. Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2020). pp. 13-23. ISSN 2352-5398

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Abstract

After the pandemic, the fashion business in Indonesia experienced an increase, especially in department stores which recorded an increase in profits compared to the previous year. A global strategy was implemented in Indonesia, namely the virtual fitting room (VFR). Still, its use was only by micro-small and medium size enterprises (MSME) fashion garments. This study explored the use of fitting rooms in fashion consumption patterns in Indonesia during the Covid- 19 pandemic, which was safe and convenient to use and suppress the spread of the virus. This study also examined the role of conventional fitting rooms and fashion consumption models during the Covid-19 pandemic. This research uti- lized data in the form of observations at several department stores in Jakarta to observe the use of conventional fitting rooms, as well as interview data with ob- servers, actors, and bystanders in the fashion business in Jakarta. This study in- dicated (a) the conventional pattern of shopping for garments (using a fitting room) was still typical and in demand. (b). fashion marketing in Indonesia ap- plied hybrid fashion marketing, a combination of virtual and sensory. There was a link between the use of fitting rooms and increased garment and fashion sales, especially during the pre-pandemic and post-pandemic periods.

Item Type:	Article
Keywords:	Virtual, Fitting Room, Fashion, Garment, Design.
Subjects:	300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Art & Design > Visual Communication Design
Depositing User:	Administrator UMN Library
Date Deposited:	12 Nov 2024 07:01
Last Modified:	12 Nov 2024 07:01
URI:	https://kc.umn.ac.id/id/eprint/34549

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