Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)

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

Authors
Suwito Casande1, *
1Visual Communication Design Department, Universitas Multimedia Nusantara, Scientia Boulevard Gading Serpong, Curug Sangereng, Kab. Tangerang, Banten, 15810, Indonesia
*Corresponding author. Email: suwito.casande@umn.ac.id
Corresponding Author
Suwito Casande
Available Online 6 November 2023.
DOI
10.2991/978-2-38476-136-4_3How to use a DOI?
Keywords
Virtual; Fitting Room; Fashion; Garment; Design
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 utilized 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 observers, actors, and bystanders in the fashion business in Jakarta. This study indicated (a) the conventional pattern of shopping for garments (using a fitting room) was still typical and in demand. (b). fashion marketing in Indonesia applied 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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
6 November 2023
ISBN
978-2-38476-136-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-136-4_3How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Suwito Casande
PY  - 2023
DA  - 2023/11/06
TI  - Virtualization of Garment Marketing During the Covid-19 Pandemic in Jakarta
BT  - Proceedings of the International Conference of Innovation in Media and Visual Design (IMDES 2023)
PB  - Atlantis Press
SP  - 13
EP  - 23
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-136-4_3
DO  - 10.2991/978-2-38476-136-4_3
ID  - Casande2023
ER  -