Big Data Sebagai Referensi Trend Fashion; Strategi Dalam Inovasi Pemasaran
Abstract
The convenience provided by information technology is beneficial for various business aspects. The pursuit of competition is very fast so that business people, especially fashion business people, must be active in formulating various strategies that involve broad market assessments. This article examines how large data sources, especially digital, provide many references to young people's behavior in fashion trends so that they can be utilized by business people in making or following their fashion trends. It was carried out using a qualitative method of interviewing a number of young people in fashion and how to get fashion references that come from digital media such as social media or platforms that provide the latest fashion images. The results of this study stated that young people tend to see things that are viral or what is called Out Fit of The Day and then exemplify it by looking at several online shopping platforms. So that it quickly makes the flow of fashion trends distributed to fashion business people, especially online business people.
Keywords: Fashion Trend; Promotion media; Information Technology; Business Strategy; Big Data
Abstrak
Kemudahan yang disuguhkan oleh teknologi informasi menguntungkan untuk berbagai aspek bisnis. Mengejar persaingan yang sangat cepat sehingga para pelaku bisnis khususnya pelaku bisnis fashion harus giat dalam merumuskan berbagai strategi yang melibatkan penilaian terhadap pasar secara luas. Artikel ini menelaah bagaimana sumber data yang besar khususnya digital dalam memberikan banyak referensi perilaku anak muda pada trends fashion sehingga dapat dimanfaatkan oleh para pelaku bisnis dalam membuat atau mengikuti trend fashionya. Dilakukan dengan metode kwalitatif mewawancarai sejumlah anak muda dalam berfashion dan cara mendapatkan referensi fashion yang berasal dari sebuah media digital seperti media sosial ataupun platform yang menyediakan gambar fashion yang terkini. Hasil dari Penelitian ini menyatakan anak muda cenderung melihat hal hal yang viral atau yang disebut dengan Out Fit of The Day lalu menyontohnya dengan melihat beberapa platform pembelanjaan online, sehingga dengan cepat membuat arus trend mode fashion terdistribusikan pada pelaku bisnis fashion terutama pelaku bisnis online.
Keywords
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