PERKEMBANGAN OMNICHANNEL BRAND FESYEN DI INDONESIA
Abstract
Current fashion customers have been shopping through various channels, thus requiring strategies and integration between channels, both online and offline. Several brands, including Uniqlo, H&M, Pomelo, Love Bonito, Blibli, and Bata, are highlighted as case studies in this article. The article was compiled using a qualitative descriptive analysis method based on personal studies of various journals and leading fashion retailers or brands that offer omnichannel services in Indonesia. The hope is that this article can provide insights into the omnichannel strategies of leading fashion brands, so that adaptations or innovations can be considered by other fashion brands.
Key words : fashion, omnichannel, brand, Indonesia
References
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[2] Gerea, C., & Herskovic, V. (2022). Transitioning from multichannel to Omnichannel customer experience in service-based companies: Challenges and coping strategies. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 394-413.
[3] Hendriyani, C., & Chan, A. (2018). Understanding the new millennial customer path in the era of omni-channel marketing in Indonesia. Review of Integrative Business and Economics Research, 7, 359-367.
[4] Lazaris, C., & Vrechopoulos, A. (2014, June). From multichannel to “omnichannel” retailing: review of the literature and calls for research. In 2nd International Conference on Contemporary Marketing Issues,(ICCMI) (Vol. 6, pp. 1-6).
[5] https://about.blibli.com/en/media/press-release/catatk20an-pertumbuhan-sehat-sepanjang-tahun-blibli-didukung-solusi-omnichannel-dan-sinergi-ekosistem-yang-terintegrasi, 28 Maret 2023, [28 Maret, 2023]
[6] https://advantagesmollan.com/our_portfolio/pomelo/, 28 Maret 2023, [28 Maret, 2023]
[7] https://www.antaranews.com/berita/723256/capillary-technologies-memimpin-perjalanan-crm-omnichannel-bata-memasuki-pasar-baru-di-asia-tenggara, 28 Maret 2023, [28 Maret, 2023]
[8] https://www.beautynesia.id/fashion/love-bonito-resmikan-flagship-store-terbaru-di-grand-indonesia-tawarkan-pengalaman-berbelanja-yang-nyaman-dan-personal/b-260459, 28 Maret 2023, [28 Maret, 2023]
[9] https://www.blibli.com/faq/topic/pengiriman/click-collect/, 28 Maret 2023, [28 Maret, 2023]
[10] https://dailysocial.id/post/love-bonito-tutup-pendanaan-seri-c-perkuat-omnichannel-dan-ekspansi-internasional, 28 Maret 2023, [28 Maret, 2023]
[11] https://elle.co.id/fashion/love-bonito-membuka-butik-flagship-pertamanya-di-jakarta, 28 Maret 2023, [28 Maret, 2023]
[12] https://faq-sg.lovebonito.com/hc/en-us/articles/4649103858713-How-do-I-return-my-order-, 28 Maret 2023, [28 Maret, 2023]
[13] https://id.hm.com/id_en/customer-service/shippinganddelivery.html, 28 Maret 2023, [28 Maret, 2023]
[14] https://kumparan.com/kumparanwoman/pomelo-resmi-buka-toko-pertama-di-indonesia-lokasinya-di-central-park-jakarta-1ukMDoZnh06, 28 Maret 2023, [28 Maret, 2023]
[15] https://lifestyle.kompas.com/read/2020/12/08/192801320/taptrybuy-di-toko-offline-perdana-pomelo-di-indonesia-apa-itu?page=all, 28 Maret 2023, [28 Maret, 2023]
[16] https://lifestyle.kompas.com/read/2022/09/30/072130620/uniqlo-luncurkan-pakaian-daur-ulang-reuniqlo-remake-project?page=all, 28 Maret 2023, [28 Maret, 2023]
[17] https://www.lovebonito.com/id/faq/return-policy, 28 Maret 2023, [28 Maret, 2023]
[18] https://www.marketing.co.id/perusahaan-dibalik-kesuksesan-crm-omnichannel-bata/, 28 Maret 2023, [28 Maret, 2023]
[19] https://www.marketing.co.id/pomelo-hadirkan-pengalaman-ritel-omnichannel-di-indonesia/, 28 Maret 2023, [28 Maret, 2023]
[20] https://mediaindonesia.com/teknologi/550038/hadirkan-solusi-omnichannel-blibli-buka-tujuh-gerai-offline-blibli-store-sepanjang-2022, 28 Maret 2023, [28 Maret, 2023]
[21] https://www.parapuan.co/read/533326684/jawab-kebutuhan-belanja-online-bata-hadirkan-sejumlah-promo-di-bataid?page=all, 28 Maret 2023, [28 Maret, 2023]
[22] https://www.pomelofashion.com/id/id/tap-try-buy, 28 Maret 2023, [28 Maret, 2023]
[23] https://www.popbela.com/fashion/style-trends/michaelrichards/pomelo-buka-toko-kedua-di-mall-kota-kasablanka, 28 Maret 2023, [28 Maret, 2023]
[24] https://retailasia.com/indonesian/exclusive/uniqlo-malaysia-dan-singapura-mengandalkan-digitalisasi-untuk-pengalaman-berbelanja-yang-lebih-baik, 28 Maret 2023, [28 Maret, 2023]
[25] https://retailasia.com/stores/more-news/bata-strengthens-omni-channel-crm-journey-new-markets-in-south-east-asia, 28 Maret 2023, [28 Maret, 2023]
[26] https://www.thejakartapost.com/adv/2022/12/16/love-bonito-highlights-community-engagement-with-latest-store-opening.html, 28 Maret 2023, [28 Maret, 2023]
[27] https://www.todayonline.com/8days/liveandlearn/style/nifty-time-saving-feature-spanking-new-pomelo-store-everything, 28 Maret 2023, [28 Maret, 2023]
[28] https://www.uniqlo.com/id/id/contents/press-release/hari-raya-donation, 28 Maret 2023, [28 Maret, 2023]
[29] https://www.uniqlo.com/id/id/spl/click-and-collect, 28 Maret 2023, [28 Maret, 2023]
[30] https://www.uniqlo.com/id/id/information/corp-about, 28 Maret 2023, [28 Maret, 2023]
[2] Gerea, C., & Herskovic, V. (2022). Transitioning from multichannel to Omnichannel customer experience in service-based companies: Challenges and coping strategies. Journal of Theoretical and Applied Electronic Commerce Research, 17(2), 394-413.
[3] Hendriyani, C., & Chan, A. (2018). Understanding the new millennial customer path in the era of omni-channel marketing in Indonesia. Review of Integrative Business and Economics Research, 7, 359-367.
[4] Lazaris, C., & Vrechopoulos, A. (2014, June). From multichannel to “omnichannel” retailing: review of the literature and calls for research. In 2nd International Conference on Contemporary Marketing Issues,(ICCMI) (Vol. 6, pp. 1-6).
[5] https://about.blibli.com/en/media/press-release/catatk20an-pertumbuhan-sehat-sepanjang-tahun-blibli-didukung-solusi-omnichannel-dan-sinergi-ekosistem-yang-terintegrasi, 28 Maret 2023, [28 Maret, 2023]
[6] https://advantagesmollan.com/our_portfolio/pomelo/, 28 Maret 2023, [28 Maret, 2023]
[7] https://www.antaranews.com/berita/723256/capillary-technologies-memimpin-perjalanan-crm-omnichannel-bata-memasuki-pasar-baru-di-asia-tenggara, 28 Maret 2023, [28 Maret, 2023]
[8] https://www.beautynesia.id/fashion/love-bonito-resmikan-flagship-store-terbaru-di-grand-indonesia-tawarkan-pengalaman-berbelanja-yang-nyaman-dan-personal/b-260459, 28 Maret 2023, [28 Maret, 2023]
[9] https://www.blibli.com/faq/topic/pengiriman/click-collect/, 28 Maret 2023, [28 Maret, 2023]
[10] https://dailysocial.id/post/love-bonito-tutup-pendanaan-seri-c-perkuat-omnichannel-dan-ekspansi-internasional, 28 Maret 2023, [28 Maret, 2023]
[11] https://elle.co.id/fashion/love-bonito-membuka-butik-flagship-pertamanya-di-jakarta, 28 Maret 2023, [28 Maret, 2023]
[12] https://faq-sg.lovebonito.com/hc/en-us/articles/4649103858713-How-do-I-return-my-order-, 28 Maret 2023, [28 Maret, 2023]
[13] https://id.hm.com/id_en/customer-service/shippinganddelivery.html, 28 Maret 2023, [28 Maret, 2023]
[14] https://kumparan.com/kumparanwoman/pomelo-resmi-buka-toko-pertama-di-indonesia-lokasinya-di-central-park-jakarta-1ukMDoZnh06, 28 Maret 2023, [28 Maret, 2023]
[15] https://lifestyle.kompas.com/read/2020/12/08/192801320/taptrybuy-di-toko-offline-perdana-pomelo-di-indonesia-apa-itu?page=all, 28 Maret 2023, [28 Maret, 2023]
[16] https://lifestyle.kompas.com/read/2022/09/30/072130620/uniqlo-luncurkan-pakaian-daur-ulang-reuniqlo-remake-project?page=all, 28 Maret 2023, [28 Maret, 2023]
[17] https://www.lovebonito.com/id/faq/return-policy, 28 Maret 2023, [28 Maret, 2023]
[18] https://www.marketing.co.id/perusahaan-dibalik-kesuksesan-crm-omnichannel-bata/, 28 Maret 2023, [28 Maret, 2023]
[19] https://www.marketing.co.id/pomelo-hadirkan-pengalaman-ritel-omnichannel-di-indonesia/, 28 Maret 2023, [28 Maret, 2023]
[20] https://mediaindonesia.com/teknologi/550038/hadirkan-solusi-omnichannel-blibli-buka-tujuh-gerai-offline-blibli-store-sepanjang-2022, 28 Maret 2023, [28 Maret, 2023]
[21] https://www.parapuan.co/read/533326684/jawab-kebutuhan-belanja-online-bata-hadirkan-sejumlah-promo-di-bataid?page=all, 28 Maret 2023, [28 Maret, 2023]
[22] https://www.pomelofashion.com/id/id/tap-try-buy, 28 Maret 2023, [28 Maret, 2023]
[23] https://www.popbela.com/fashion/style-trends/michaelrichards/pomelo-buka-toko-kedua-di-mall-kota-kasablanka, 28 Maret 2023, [28 Maret, 2023]
[24] https://retailasia.com/indonesian/exclusive/uniqlo-malaysia-dan-singapura-mengandalkan-digitalisasi-untuk-pengalaman-berbelanja-yang-lebih-baik, 28 Maret 2023, [28 Maret, 2023]
[25] https://retailasia.com/stores/more-news/bata-strengthens-omni-channel-crm-journey-new-markets-in-south-east-asia, 28 Maret 2023, [28 Maret, 2023]
[26] https://www.thejakartapost.com/adv/2022/12/16/love-bonito-highlights-community-engagement-with-latest-store-opening.html, 28 Maret 2023, [28 Maret, 2023]
[27] https://www.todayonline.com/8days/liveandlearn/style/nifty-time-saving-feature-spanking-new-pomelo-store-everything, 28 Maret 2023, [28 Maret, 2023]
[28] https://www.uniqlo.com/id/id/contents/press-release/hari-raya-donation, 28 Maret 2023, [28 Maret, 2023]
[29] https://www.uniqlo.com/id/id/spl/click-and-collect, 28 Maret 2023, [28 Maret, 2023]
[30] https://www.uniqlo.com/id/id/information/corp-about, 28 Maret 2023, [28 Maret, 2023]
Published
2023-10-28
How to Cite
Hartanto, S. (2023). PERKEMBANGAN OMNICHANNEL BRAND FESYEN DI INDONESIA. Jurnal Da Moda, 5(1), 1-9. https://doi.org/10.35886/damoda.v5i1.545
Section
Articles
Copyright (c) 2023 Susi Hartanto
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
