The Perception of Jakarta Millennials on Indonesian Heritage Fashion as a Luxury Style

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Fathia, Citra Anggia and Daniya and Syafira, Tasya (2019) The Perception of Jakarta Millennials on Indonesian Heritage Fashion as a Luxury Style. Project Report. Sekolah Tinggi Manajemen IPMI, Jakarta Selatan. (Unpublished)

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Ready-to-wear craft fashion has become more popular since its establishment on Jakarta Fashion Week 2008. By then, many designers started to adopt the traditional fabric in their collection. IKAT Indonesia as one of the companies that value Indonesia craft fashion has aimed to establish a young generation that preserves the uniqueness of Indonesian culture by continuously using the art of weaving in their ready-to-wear line. However, the company requires a proper marketing strategy to gain the desired market. Thus, the company needs to understand the underlying factors that provoke millennials' consumption towards the luxury brand. This study requires several theories of brand consciousness, conspicuous consumption, the value of a luxury brand, and purchase intention. Data are collected from fashion-conscious millennials that live or do their activity in the Jakarta area. Questionnaires are distributed to 75 people with the age range of 18 years old until 35 as the oldest respondents. As the study result, the authors find some conclusion regarding the behavior of millennials Jakarta on luxury fashion brands and to IKAT Indonesia as one of the deluxe ready-to-wear craft fashion brands. First, Jakarta millennials show different consumption behavior towards an international fashion brand and local fashion brand. Second, in fashion, Jakarta millennials tend to be self-oriented. Third, Jakarta millennials value IKAT Indonesia as a luxury heritage fashion brand that is worth to buy. Last, they think that IKAT Indonesia it‟s not for them which indicates they do not really understand the brand. Keywords: Deluxe Ready-to-wear Fashion, Heritage Fashion, Purchase Intention, Millennials Style

Item Type: Monograph (Project Report)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HT Communities. Classes. Races
Divisions: Library > GFP (Group Field Project)
Depositing User: Putri Lumithasari
Date Deposited: 24 Jan 2020 09:34
Last Modified: 24 Jan 2020 09:34

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