ADORABLE PROJECTS’ DIGITAL MARKETING APPROACHES IN COMPETITIVE FASHION INDUSTRY
Keywords:
Digital Marketing, Marketing Strategy, Adorable Projects, Customer Engagement
Abstract
Companies are compelled by the digital age's competitive phenomenon to not only develop innovative products but also to enhance customer loyalty and fortify their emotional bonds with them. In order to preserve and improve client relationships, Adorable Projects, a local fashion brand in Indonesia, uses digital marketing techniques. This study intends to examine these tactics. Data was gathered using semi-structured interviews, observations, and literature reviews as part of a descriptive qualitative methodology. According to the results, Adorable Projects makes good use of digital marketing techniques like social media, e-commerce, and themed material. The implementation of Integrated Marketing Communication (IMC) also contributes to the development of a unified brand experience across platforms. The brand's competitive position in the local market is strengthened by these strategies, which also improve customer engagement. Furthermore, the implementation of Integrated Marketing Communication (IMC) ensures a consistent brand experience across numerous platforms, reinforcing the company's identity and values. Key techniques include using visually appealing material customized to certain audiences, utilizing live-streaming features on e-commerce platforms for real-time interaction, and exploiting platform-specific features to improve customer accessibility and trust. The findings of this study are a great resource for businesses in similar industries trying to improve their digital marketing and IMC strategies. This study emphasizes the need of connecting campaigns with customer patterns and preferences in order to achieve long-term success in the competitive fashion business.
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References
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Maulidina, E., & Sudrartono, T. (2024). Analisis Segmentasi, Targeting, Positioning Dalam Upaya Meningkatkan Minat Beli Produk di Adorable Project Cimahi Jawa Barat. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(4), 4954-4963. https://doi.org/10.47467/alkharaj.v6i4.1074
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Mustomi, D., & Puspasari, A. (2020). Pengaruh Media sosial terhadap perilaku konsumtif mahasiswa. CERMIN: Jurnal Penelitian, 4(1), 133-147. https://doi.org/10.36841/cermin_unars.v4i1.496
Niazi, N., Rashid, M., & Shamugia, Z. (2021). Role of marketing mix (4ps) in building brand equity: Case study of Shell Petrol, UK. International Journal of Applied Business and Management Studies, 6(1), 2021. https://tinyurl.com/3trab3cf
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24. https://doi.org/10.1016/j.ijhm.2019.01.008
Putriana, R., & Kholil, S. (2024). Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), 1676-1684. https://doi.org/10.35870/jimik.v5i2.744
Ramadhina, N. A., Widodo, A., Rubiyanti, N., & Silvianita, A. (2024). Adoption of ash on delivery (COD) payment system in Tokopedia marketplace transaction. Formosa Journal of Multidisciplinary Research, 3(6), 1885-1892. https://doi.org/10.55927/fjmr.v3i6.9264
Sembiring, F. A., & Deni, I. F. (2022). Strategi Komunikasi Pemasaran Fashion Bekas/Thrift Shop Pada Pasar 18 Kota Binjai. BEST Journal (Biology Education, Sains and Technology), 5(2), 428-433. https://doi.org/10.30743/best.v5i2.6102
Šerić, M., & Vernuccio, M. (2020). The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender. Current Issues in Tourism, 23(17), 2127-2145. https://doi.org/10.1080/13683500.2019.1637403
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. https://digilib.unigres.ac.id/index.php?p=show_detail&id=43
Sukanta, S., Wahyudin, W., & Muis, M. A. (2022). Marketing Mix Of 4p's For Customer Purchasing Decisions. Dinasti International Journal of Digital Business Management, 3(3), 432-439. https://doi.org/10.31933/dijdbm.v3i3
Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89-97. https://doi.org/10.1016/j.indmarman.2020.03.003
Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. IOP Conference Series: Materials Science and Engineering, 940(1), 012065. https://doi.org/10.1088/1757-899X/940/1/012065
Yang, Q., & Lee, Y. C. (2022). What drives the digital customer experience and customer loyalty in mobile short-form video shopping? Evidence from douyin (TikTok). Sustainability, 14(17), 10890. https://doi.org/10.3390/su141710890
Yanti, D. (2020). Pengaruh digital marketing terhadap peningkatan kunjungan wisata di Danau Toba. Khasanah Ilmu-Jurnal Pariwisata Dan Budaya, 11(1), 16-26. https://doi.org/10.31294/khi.v11i1.7607
Zulhijahyanti, H., Safira, K. A. A., Saputri, L. L., & Permana, E. (2021). Strategi mempertahankan usaha pedagang kaki lima (PKL) di masa pandemi covid19. Jurnal Ilmiah Ilmu Manajemen E-ISSN, 2598, 4950. https://tinyurl.com/25b8ytar
Asdi, A., & Putra, A. H. P. K. (2020). The effect of marketing mix (4P) on buying decision: Empirical study on brand of Samsung smartphone product. Point Of View Research Management, 1(4), 121-130. http://journal.accountingpointofview.id/index.php/POVREMA/article/view/93
Camilleri, M. A. (2018). Integrated marketing communications, 85-103. Springer International Publishing.
Darmawan, D., & Grenier, E. (2021). Competitive advantage and service marketing mix. Journal of Social Science Studies (JOS3), 1(2), 75-80. https://doi.org/10.56348/jos3.v1i2.9
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A framework for engaging customers through social media content. European journal of marketing, 53(10), 2213-2243. https://doi.org/10.1108/EJM-03-2017-0182
Fitriana, F., Kamase, J., Ramlawati, R., & Rahman, Z. (2021). The effect of integrated marketing communication on image, satisfaction and loyalty of hotel guests in Makassar city. International Journal of Health, Economics, and Social Sciences (IJHESS), 3(2), 74-91. https://doi.org/10.56338/ijhess.v3i2.1470
Hadi, A. S. (2023). The role of integrated marketing communication, ecological knowledge and co-creation of value toward visitor satisfaction in the hotel industry. Asian Management and Business Review, 48-59. https://doi.org/10.20885/AMBR.vol3.iss1.art5
Haslindah, A., Hamdat, A., & Hanafiah, H. (2021). Implementation Of Marketing Strategies In Increasing Sales Volume. International Journal of Science, Technology & Management, 2(5), 1449-1459. https://doi.org/10.46729/ijstm.v2i5.299
Helm, S., Kim, S. H., & Van Riper, S. (2020). Navigating the ‘retail apocalypse’: A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services, 54, 101683. https://doi.org/10.1016/j.jretconser.2018.09.015
Ibrahim, A. (2020). Metodologi Penelitian Keuangan Syariah. https://repository.ar-raniry.ac.id/id/eprint/21906/
Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication To Brand Awareness and Brand Image Toward Purchase Intention of Local Fashion Product. International Journal of Entrepreneurship and Management Practices, 4(15), 23-41.https://doi.org/10.35631/IJEMP.415002
Kotler, P. (1984), Marketing Management: Analysis, Planning, and Control (5th ed). Prentice-Hall, Englewood Cliffs, New Jersey.
Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. (2019). The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability, 11(24), 7016. https://doi.org/10.3390/su11247016
Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357-375. https://doi.org/10.1108/JSOCM-10-2018-0122
Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70. https://doi.org/10.1007/s11747-020-00733-3
Mariam, S., & Aryani, F. (2023). Implementation of the Marketing Mix Strategy in Increasing Sales Volume at Three-Five Convenience Stores in Tangerang City. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 8(1), 405-415. https://doi.org/10.31851/jmksp.v8i1.12176
Matakena, Y. S., Chumaidiyah, E., & Suryana, N. (2023). Perancangan Bisnis Pembukaan Cabang Baru Adorable Projects di Bandung. Innovative: Journal Of Social Science Research, 3(4), 1804-1812. https://j-innovative.org/index.php/Innovative/article/view/3262
Maulidina, E., & Sudrartono, T. (2024). Analisis Segmentasi, Targeting, Positioning Dalam Upaya Meningkatkan Minat Beli Produk di Adorable Project Cimahi Jawa Barat. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(4), 4954-4963. https://doi.org/10.47467/alkharaj.v6i4.1074
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47, 4-29. https://doi.org/10.1007/s11747-018-0598-1
Mustomi, D., & Puspasari, A. (2020). Pengaruh Media sosial terhadap perilaku konsumtif mahasiswa. CERMIN: Jurnal Penelitian, 4(1), 133-147. https://doi.org/10.36841/cermin_unars.v4i1.496
Niazi, N., Rashid, M., & Shamugia, Z. (2021). Role of marketing mix (4ps) in building brand equity: Case study of Shell Petrol, UK. International Journal of Applied Business and Management Studies, 6(1), 2021. https://tinyurl.com/3trab3cf
Porcu, L., del Barrio-García, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24. https://doi.org/10.1016/j.ijhm.2019.01.008
Putriana, R., & Kholil, S. (2024). Analisis Trik dan Teknik Marketing Generasi Z dalam Mempromosikan Produk Somethinc di Instagram. Jurnal Indonesia: Manajemen Informatika dan Komunikasi, 5(2), 1676-1684. https://doi.org/10.35870/jimik.v5i2.744
Ramadhina, N. A., Widodo, A., Rubiyanti, N., & Silvianita, A. (2024). Adoption of ash on delivery (COD) payment system in Tokopedia marketplace transaction. Formosa Journal of Multidisciplinary Research, 3(6), 1885-1892. https://doi.org/10.55927/fjmr.v3i6.9264
Sembiring, F. A., & Deni, I. F. (2022). Strategi Komunikasi Pemasaran Fashion Bekas/Thrift Shop Pada Pasar 18 Kota Binjai. BEST Journal (Biology Education, Sains and Technology), 5(2), 428-433. https://doi.org/10.30743/best.v5i2.6102
Šerić, M., & Vernuccio, M. (2020). The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender. Current Issues in Tourism, 23(17), 2127-2145. https://doi.org/10.1080/13683500.2019.1637403
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. https://digilib.unigres.ac.id/index.php?p=show_detail&id=43
Sukanta, S., Wahyudin, W., & Muis, M. A. (2022). Marketing Mix Of 4p's For Customer Purchasing Decisions. Dinasti International Journal of Digital Business Management, 3(3), 432-439. https://doi.org/10.31933/dijdbm.v3i3
Varadarajan, R. (2020). Customer information resources advantage, marketing strategy and business performance: A market resources based view. Industrial Marketing Management, 89, 89-97. https://doi.org/10.1016/j.indmarman.2020.03.003
Veleva, S. S., & Tsvetanova, A. I. (2020). Characteristics of the digital marketing advantages and disadvantages. IOP Conference Series: Materials Science and Engineering, 940(1), 012065. https://doi.org/10.1088/1757-899X/940/1/012065
Yang, Q., & Lee, Y. C. (2022). What drives the digital customer experience and customer loyalty in mobile short-form video shopping? Evidence from douyin (TikTok). Sustainability, 14(17), 10890. https://doi.org/10.3390/su141710890
Yanti, D. (2020). Pengaruh digital marketing terhadap peningkatan kunjungan wisata di Danau Toba. Khasanah Ilmu-Jurnal Pariwisata Dan Budaya, 11(1), 16-26. https://doi.org/10.31294/khi.v11i1.7607
Zulhijahyanti, H., Safira, K. A. A., Saputri, L. L., & Permana, E. (2021). Strategi mempertahankan usaha pedagang kaki lima (PKL) di masa pandemi covid19. Jurnal Ilmiah Ilmu Manajemen E-ISSN, 2598, 4950. https://tinyurl.com/25b8ytar
Published
2025-04-14
How to Cite
Ayunda, K. (2025). ADORABLE PROJECTS’ DIGITAL MARKETING APPROACHES IN COMPETITIVE FASHION INDUSTRY. Jurnal Ilmiah Ilmu Komunikasi Communique, 7(2), 305-316. https://doi.org/https://doi.org/10.62144/jikq.v7i2.482
Section
Articles
