A Qualitative Research on the Sustainable Fashion Business of Local Brands in Indonesia
DOI:
https://doi.org/10.59188/covalue.v15i6.4852Keywords:
Qualitative Research, Sustainable, Fashion Business, Local BrandsAbstract
The fashion industry is currently experiencing an increase due to an increase in local fashion brands which are of interest to generation Z. There are many local clothing brands in Indonesia with relatively cheap prices with good quality which are the purchasing power of consumers, This study aims to measure how the perspective of generation Z in Indonesia relate to fashion business, design sustainable business strategies that are relevant for the next few years and how the local fashion brands in Indonesia face and anticipate challenges according to the perspective of generation Z in Indonesia regarding fashion business and local products related to customer behavior and purchase intention. Qualitative research data were obtained through in-depth interviews and focus group discussions with 10 generation Z informants, 5 local brand owner informants and 6 other generations of informants. Qualitative data processing methods use data annotations, coda books, thick descriptions and categorization from in-depth interview and focus group discussion results of indicators linked to business strategy tools consists of several stages. Data analysis was obtained through 3 stages, namely the input stage, matching stage and decision stage.. The findings of this study recommend that generation Z's perspective on fashion business influence the sustainability of local brands of fashion products in Indonesia in facing an increasingly digital era in marketing products for local brands to gain more value and profit in doing business in the next few years.
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