Analysis of Brand Activation and Digital Media on the Existence of Local Product based on Korean Fashion (Case Study on Online Clothing byeol.thebrand)

ABSTRACT :The Korean Wave phenomenon gives a huge impact to fashion industry in Indonesia.New styles influence teenagers to adapt their K-POP idols. This phenomenon also triggers the fashionbusiness runners to compete with each other to create local brands in korean basis. This makes thedigital platform growth good nowadays. This study aims to uncover the local brand that adaptskorean fashion that has an online platform to sell the products, Byeol.thebrand. Qualitative researchwith descriptive approach had been done by interviewing the owner of Byeol.thebrand, Natalia. Thestrategies that applied are social media activation and promotion activasion with social media andpromotion to increase the awareness and engagement. The recommendations cover areas of: (1)widen the channels to e-commerce and (2) keep the platform up-to-date to retain the customer loyaltyand the brand existence.

Keywords: Brand Activation, Digital Media, Existence,Korean Fashion, Loyalty