Perancangan Media Promosi Brand “Raishin Apparel” untuk Memperluas Target Pasar (original) (raw)

2021, JoLLA: Journal of Language, Literature, and Arts

Raishin Apparel is a new brand in the field of fashion or clothing with the theme of acculturating Indonesian culture with Japanese culture, which has a specific target market that greatly affects sales power, with this problem an effective promotional media is needed to solve the problem. The selection and use of effective promotional media and promotional content can influence the previously specific target market to become general or broader so that it has a positive impact on sales. Therefore, online promotion media was chosen because it has a broad reach, is easily accessible, and has many options in delivering promotional content. With the choice of online promotion media, this design uses the Design Thinking method by David Kelley and Tim Brown which consists of five stages namely Empathize, Define, Ideate, Prototype, and Test by considering online technology factors, and interactions with potential consumers so as to produce promotional media that aims to expand the target market, highlight product characteristics, and strengthen brand awareness, thereby helping to increase sales and brand recognition of Raishin Apparel.