BUNGA MAWAR PUTIH

ALLBA

INTERNATIONAL FASHION BUSINESS

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Table of Content ........................................... 01

Original Statement ........................................... 03
2. Market Research ........................................... 05
2.1. Product Trends ........................................... 05
2.2. Distribution System ........................................... 15
2.3. Communication Trends ........................................... 21
3. Macro Research ........................................... 24
3.1. Political Factors ........................................... 24
3.2. Economic Factors ........................................... 25
3.3. Social Factors ........................................... 26
3.4. Environmental Factors ........................................... 28
3.5. Technological Factors ........................................... 29
3.6. Legal Factors ........................................... 31
4. Micro Research ........................................... 33
4.1. Consumer Trends ........................................... 33
4.2. Key Players ........................................... 35
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5. Analysis
5.1. Gap Analysis
5.2. Promotional Analysis
5.3. SWOT Analysis
5.4. Segmentation Analysis
5.6. Distribution Mix Analysis
6. About The Brand
6.1. Brand Vision
6.2. Brand Essence
6.3. Brand Behavior
6.4. Brand Expression
6.5. Brand Promise
6.6. Brand Communication
7.3.1. Campaign Communication
Message and Creative Treatment
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7.3.2. Campaign Objectives .................................. 82

8.4. Strategy Roadmap (3 years) .................................. 85

Biblography .................................. 92
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I, the undersigned below

Full name : Bunga Mawar Putih
SIN : 2021320004
Concentration : IFB
Batch/Year In : 2021

Declare that my project with title “Final Exam” is my original project and never
been used for any other purpose or belong to others. If in the future my project
proven to be not original, I am willing to accept the consequences and give
permission to ESMOD Jakarta to cancel my score.

Jakarta, 20 January 2023

Bunga Mawar Putih

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Source: .com
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2.1. PRODUCT TRENDS

The All Day Bra

Everyday bra designs are becoming more relaxed in terms of structure and nipple
covering due to no-bra trends, casual attire during the epidemic, and body
acceptance. It uses lightweight or detachable cushioning along with double-
layered textiles for support, designed tension, high-apex cutting, and reinforced
seams (Lynch, 2022).

The Joyful Bralette

Bralette take on a fun aesthetic and incorporate floral elements. In an eclectic,

softly created style, prints, and needlework draw inspiration from the 1960s and
1970s. This trend highlights sustainability and eco-consciousness by using soft
environmentally friendly fabrics, water-based inks to print, and lyocell thread for
embroidery (Lynch, 2022).
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The Joyful Bralette

Source: WGSN.com

The All Day Bra

Source: WGSN.com
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The Solution Briefs

Underwear for women does not need to be all about appearance.

Briefs provide solutions including breathability, moisture-wicking, antimicrobial,
and compressive athletic functionality. It comes in gender-inclusive shapes,
pouch, and flat-fronted options for boxer briefs, high-rise cuts for security or
smoothing function, or other modifications for certain wearers (Lynch, 2022).

The Bodysuit

Bodysuits are gaining popularity. It varies from leotard styles for athletic layering
to cutouts for a bold fashion statement. Brands from Dora Larsen, SKIMS to Alix
NYC are catering to consumer demands by providing stylish bodysuits with
integrated bras and natural fabrics (Lynch, 2022).
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The Bodysuit
Source: WGSN.com

The Solution Briefs

Source: WGSN.com
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Intimates Forecast S/S 24: Protect & Connect

by Jo Lynch.

Protect & Connect" is the extension of our A/W 23/24 predicted trend "Care
Culture". Consumers are prioritizing experiences that are nourishing and
supporting rather than extractive and draining. "Protect & Connect" honors the
elements that unite and sustain us, including the people, locations, traditions,
cultures, and communities.

Functionally speaking, this trend focuses on goods that enhance our sense of
security and well-being. Think of portable, packable designs that offer
preparedness and safety in an unpredictable world, whether for travel, nomadic
lifestyles, or changing weather. It might take the shape of restorative and
therapeutic designs that harness the power of color, light, and emotion. Protect &
Connect is distinguished by its simple yet emotional designs on an aesthetic level.
Both extraneous embellishments and cold simplicity are inappropriate here.
Instead, this trend is a fusion between soft, natural materials, soothing textures,
and warm, sun-tinged colors with clean designs (Lynch, 2022).
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Inclusive Support

As smoothing and compressive products grow more appealing and solution-

oriented, as well as inclusive, flexible, and more sustainable, the phrase "solution"
becomes the new "comfort" in intimates. This trend focuses on styles that provide
the wearer a sense of security and well-being, with an emphasis on inclusive size
ranges, neutral color schemes, and wearer-specific details (Lynch, 2022).

Emotional Minimalism

Lightweight, cozy, simple, and modular items that are gently textured, can wrap
and layer with garments in off-duty dancer-inspired ways, and create a laid-back
atmosphere to promote themes of #HealthAndWellness within adaptable. For
materials, create lingerie accents using a combination of discarded synthetic and
natural yarns. Layers can be embellished with details using satin ties and bralettes
(Lynch, 2022).
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Emotional Minimalism
Source: WGSN.com

Inclusive Support
Source: WGSN.com
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Digital Nutrition

WGSN's forecast has the same core as AeBeZe's Digital Nutrition, both
promoting wellness. The concept of Digital Wellness is to give additional support
and dose of comfort everyone needs by delevoping digital tools such as alternative
therapies, curated experiences, and catalytic content. Its goal is to assist everyone
in addressing the various emotional difficulties brought on by daily living by using
wholesome content.

It is based on chemicals in your brain: Acetylcholine for focus, Dopamine for

pleasure, Endorphins for energy, GABA for sensations of calm and serenity, and
Serotonin to establish happiness (AeBeZe, 2021).

The main theme of Digital Nutrition align with ALLBA's value to help
consumers personally by providing their needs through function, material choice,
and sizing. ALLBA's products are made to cater, to make consumers feel good, to
give assurance and comfort in their own bodies.

ALLBA takes the Digital Nutrition theme literally by incorporating each

emotion's shape into the products. This is only the base silhouette which will be
further developed and decorated in the design & creation process.
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Bra and Accessories

Image source from left to right: pinterest.com

Digital Nutrition
Image source: aebeze.com
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2.2. DISTRIBUTION SYSTEM

Retail Store

International lingerie powerhouses such as Victoria's Secret and La Senza operate

their retail stores in Indonesia. It is a specific space that they design accordingly to
sell their goods. These retail stores are located at malls preferably with high
customer flow.

Department Store

Department stores are retail establishment that sells a wide variety of goods. Every
department store has an underwear section. In Indonesia, department stores start
from an affordable price range to a more luxurious one. From Matahari to Sogo,
Metro, Central, and Galleries Lafayette. Both local and international lingerie
brands are available there. However, most department stores are currently
declining in sales.
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Victoria's Secret Grand Indonesia

Source: grand-indonesia.com

La Senza Grand Indonesia

Source: grand-indonesia.com

Galeries Lafayette
Source: plajer-franz.de
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Website

A brand's official website represents its service to customers. The purpose is to

display products so potential buyers can purchase them online. Ideally, an official
website should be easily accessed and pleasing to view.

E-Commerce

In 2020, Indonesia had one of the highest rates of e-commerce adoption globally.
Up to 90% of the nation's internet users between the ages of 16 and 64 have made
online purchases. Indonesia's e-commerce sector had a gross market value (GMV)
of over USD 30 billion in 2020 and is anticipated to grow to USD 83 billion in
2025. Based on the data e-commerce is promiment in Indonesia. Electronic
payments, free shipping, discounts, and cashback are provided to entice customers
to shop online. Tokopedia and Shopee are leading Indonesian e-commerce with a
collective of 300 million user activity each month.
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Booka Official Website

Source: bookalingerie.com

Nipplets Shopee
Source: shopee.co.id
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Statistic of E-Commerce Users in Indonesia from 2017 to upcoming

2024 (in million)
Source: Tempo

200

150

100

50

0
2017 2018 2019 2020 2021 2022 2023 2024
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2.3. COMMUNICATION TREND
Omni-channel Presence

It is important to have both online and offline presence. While online scope is
huge, it is important to make impression in real life too. Especially after the
pandemic where people crave direct interaction.

Inclusive and relatable

The average woman in Indonesia is 1.66 m tall and weights 61.4 kg. Not very
skinny. Consumers are tired of one body type as the benchmark for lingerie. The
people want to see people that look like them in campaigns, actually wearing the
products - so they don't have to wonder "Will it look good on me?"

Sense of community

Brands build their own clique of audience by engaging social media posts
containing information and trivia. As a result of communication within
community customers will feel like they are a part of something bigger by wearing
the items.

Cross-industry collaboration
Other than social media content within internal brand, another way to cultivate
the community is to do a cross-industry collaboration with the same value.
 Nipplets Instagram
Source: instagram.com
22

Victoria's Secret Campaign

Source: victoriassecret.com

#RPRB Real People Real Body

#HBHB Honest Body Honest Beauty
Nipplets Campaign
Source: instagram.com

HMNS x Nipplets
Source: shopee.co.id
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3. MACRO RESEARCH
Political Factors

Government interference

The Ministry of Trade tightened the regulation requiring government clearance

for imports of a variety of textiles and textile products, making it mandatory for all
textile imports to be approved by the Ministry. The government declared a
renewal of the safeguard tariffs on 107 different fabric kinds and six different yarn
types in May 2020. These well-intentioned regulations to promote textile input
producers could raise expenses for businesses and further reduce the
competitiveness of the apparel industry (Kemendag, n.d.)

Tax

Taxes must be paid by all micro, small, and medium-sized businesses (MSME),
including owners of online stores. If the gross income does not exceed IDR 4.8
billion in a calendar year, MSMEs are subject to taxes at a rate of 0.5 percent of
gross income, whether they sell their products online or in physical storefronts
(Nugroho, 2019).
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Economic Factors

Expanding middle class in Indonesia

The middle-class household increased 20% in 2019, more than double in

comparison to 9% in 1993. According to the National Socio-Economic Survey
(SUSENAS). In addition to being a growth driver, the middle class accounts for
roughly half of all national consumption (Pratomo, Syafitri, & Anindya, 2020).

Cotton price increased due to market demand

Indonesia has emerged as one of the major exporters of cotton textiles and apparel
since the early 1980s (Eng, 2016). Instead of using cotton that was cultivated
locally, the textile industry expanded by processing imported yarn and raw cotton.
Indonesia’s cotton consumption is forecast to increase to 2.5 million bales in
2021/22, up approximately 2 percent from 2.45 million bales in 2020/21. The
demand for cotton will outstrip supply in 2021 despite a projected 5% rise in
production, which would drive up prices (USDA, 2022).

Burden of inflation

In September 2022, Indonesia's annual inflation rate increased to 5.95% from

4.69%, the highest level since October 2015 (TradingEconomics, 2022). Fuel price
hikes raise the cost of transportation and lower profit margins for transportation
companies. As a result, they raise their prices, and fashion brands make up the
difference by raising the price of their clothing.
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Social Factors

Growing population

The current population of Indonesia in 2022 is 275,501,339, a 0.64% increase

from 2021 (Macrotrends, n.d.). An increase of population automatically results in
more target customers to be reached.

Improved lifestyle

Consumer attitudes will alter as expectations rise with more opulent housing, cars,
and lifestyle options.

Feminism in Indonesia

A variety of women's activist organizations came together to organize the

Women's March Jakarta in honor of International Women's Day in 2017. This
movement allows Indonesian women to be more comfortable heading toward
sexual liberation. This is in hopes of the market will be more open and vocal about
what clothing, including undergarment they desire.
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Women's March Jakarta

Source: tirto.id
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Environmental Factors

Waste crisis

The disposal of chemical waste during manufacture is a significant problem for

the clothing industry. Indonesia is responsible for 2.4% of global textile
production and one of its largest export businesses. Over 1,000 factories line the
banks of the Citarum River, and they are discharging poisonous substances like
mercury, cadmium, and arsenic into the water that villagers use for bathing and
washing their clothing (Mearns, 2021)

Short supply of natural resources

The lingerie industry uses many types of textiles and materials that might require
limited resources. In challenging times, supply may not meet the demands and
needs.

Sustainability awareness

Fashion brands, including the lingerie market, are demanded to contribute to

sustainability. It is estimated that 92 million tons of textile waste are created
annually by the fashion industry (Dean, 2019). Not to mention excess chemical
waste. As today's customers are becoming more environmentally conscious and
ethical, they want to know the value of a garment their purchasing. Questions
may rise, for example: Was this product produced sustainably? What am I
contributing to the earth by supporting this brand?
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Technological Factors

E-commerce supported by digital initiatives

The nation's digital environment is expanding quickly. Among other growing

Asian nations, Indonesia has tremendous feedback for e-commerce. The
Information and Communications Technology Ministry projects that its e-
commerce market will reach USD 130 billion (in terms of GTV) by 2020 with an
annual growth of 50%, making Indonesia the third largest in this space after China
and India. According to Statista, Indonesia's e-commerce revenue is projected to
grow at a CAGR of 25.8% from 2019 to 2023, reaching USD 47 billion
(Televisory, 2019).

Product innovation

During and after the pandemic, customers start to seek for more comfort. This
correlates with the lessen of interest in push-up bras. New products innovation
such as invisible bra straps are in.
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Textile material advancement

Antimicrobial textiles can kill as well as stop the growth of germs. The application
of several synthetic and natural chemicals are used to create antimicrobial fabrics.
Antibacterial, antifungal, and antiviral textiles are innovations in antimicrobial
textiles. Different approaches and techniques determines whether a textile
possesses antimicrobial capabilities against bacterial, fungal, and viral diseases.
This technological advancement is used to make women's panties for hygiene
improvement (Rehan G, Saurav S, Rakesh K.S., 2022).

Mobile experience incorporating Artificial Intelligence

Today, brands are expected to give a pleasant mobile customer experience. Wacoal
launched mybraFit, an app that uses artificial intelligence to determine users' bra
sizes and make product recommendations. The software asks users to capture a
hands-free body image and respond to four questions on the shape of their
physique and breasts. They then get an email with their bra size information and
suggestions for Wacoal items from a selection of more than 60 bra styles. These
recommendations are easily selectable and shoppable for customers (Lee, 2021)
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Legal Factor

Laborers' rights regulation

The export of clothing is a key component of the Indonesian economy,

accounting for 5% of overall exports and 11% of manufactured exports
worldwide. The current industry has 5.2 million employees, the majority of whom
are female, middling skilled, and low-paid. Labor rights in Indonesia have been
regulated in UU Number 13 of 2003 concerning Manpower (Pane, 2020).
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4.1. CONSUMER TRENDS

Functionality
Consumers seek functionality and comfort. They pick their choice of
undergarment according to their outfit. For example, seamless panties for tight
dresses and strapless bras for Sabrina neckline tops.

Sense of trust
Consumers does not like to switch in between lingerie brands because lingerie is
intimate. Once they are satisfied with the lingerie of one brand, they are most
likely to repurchase there.

Privacy
Indonesia is a religious country with strong own social norms and values. In
Indonesia, anything in connection to sex is viewed as taboo. Indonesian customers
often demand a privacy packaging option where it won't be obvious that the
product is lingerie.
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4.2. KEY PLAYERS
Victoria's Secret
VS is an American business of lingerie, apparel, and cosmetics founded in 1977 by
Roy Raymond. Later in 1982, it was sold to Leslie Wexner. The brand is
renowned for its branding strategies. These begin with a well-known catalog and
continue with an annual fashion show featuring supermodels known as Angels.
However, the company, which is the largest lingerie brand worldwide, has
struggled since 2016 as a result of changing consumer preferences and persistent
controversy over corporate leadership's business practices (The New York Times,
n.d.)

Target Market
Women, 17-22 years old

Product
Bras, panties, lingerie, sleepwear,
swimwear, sportswear, loungewear,
beauty, accessories, bags

Distribution
Retail store, official website, personal
salesperson

Promotion
Mall window display, annual events,
bundles
Victoria's Secret Campaign
Source: victoriassecret.com
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La Senza
La Senza Corporation is a Canadian clothing company that offers intimate clothes
and lingerie for women. La Senza was founded in Canada by Laurence Lewin and
Irving Teitelbaum in 1990. Today, Regent is the owner of the La Senza brand.
Regent runs and owns La Senza stores in Canada and the United States and
employs a franchise model for the operation of stores outside of these two
countries (Shaw, 2013). La Senza sells products with lacy sensual designs with
deep, rich colors.

La Senza Campaign
Source: lasenza.com

Target Market
Women, 30-35 years old

Product
Bras, panties, lingerie, sleepwear,
loungewear, activewear, shapewear

Distribution
Retail store, official website, private
salesperson

Promotion
Mall window display, discounts,
membership "Club La Senza", events,
collaboration with other brands
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Oysho
Oysho is a Spanish apparel brand that specializes in women's undergarments and
home wear. The company's current headquarters are in Tordera, a city in
Catalonia. Since its founding in 2001, Oysho has expanded to become a
multinational company with a presence in 44 nations including Indonesia and
more than 600 stores globally. The firm, which specialized in lingerie, sleepwear,
loungewear, and footwear, brought in 229 million euros (about $252 million) in
the first quarter of 2016 (Press, 2016). Oysho's products are minimalist and clean.

Oysho Campaign
Source: oysho.com

Target Market
Women, 24-29 years old

Product
Lingerie, sportswear, weekend apparel,
beachwear, sock, footwear, accessories

Distribution
Retail store, official website

Promotion
Mall window display, social media,
TikTok influencers
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Wacoal
Wacoal is a Japanese lingerie and women's underwear manufacturer, founded in
1949 by Koichi Tsukamoto. Wacoal made its mark by launching a bra in 1999
known as the Awareness Bra, which featured a pink band on each band to remind
women to be aware of their breast health (Wacoal, n.d.). Even though there is not
much social media hype for Wacoal, it is stable and available in many department
stores all over Indonesia.

Wacoal Campaign
Source: wacoal.co.id

Target Market
Women from all ages due to affordable
pricing

Product
Bras, panties, sleepwear, casual wear

Distribution
Department store, official website, e-
commerce

Promotion
Campaigns, discount, official Instagram
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International Key Players in Indonesia Positioning Map

Prestige Price

Simple Flashy

Affordable
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Raquel Lingerie
Raquel Lingerie is an Indonesian brand that offers elegant, high-quality, and
reasonably priced intimate apparel throughout the country. Raquel Lingerie's
aesthetic is classic yet timeless.

Raquel Lingerie
Source: raquellingerie.com

Target Market
Women, 22-27 years old

Product
Bras, panties, lingerie, loungewear,
activewear, accessories

Distribution
E-commerce, department store, official
website, WhatsApp salesperson

Promotion
Official Instagram
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SARE/ Studio
SARE/studio was founded in 2015 by Cempaka Asriani and Putri Andam Dewi.
Its products range from comfortable essentials to pajamas; they are manufactured
simply but attractively (SARE/ studio, n.d.). SARE/ studio claims to be the first
organic women's underwear in Indonesia. Their underwear highlights are anti-
bacterial, gentle on the skin, and with a cool feel.

SARE/ Studio Basic Underwear

Source: sarestudio.com

Target Market
Men and women, 27-32 years old

Product
Bras, panties, pajamas

Distribution
E-commerce, official website, WhatsApp
salesperson

Promotion
Official Instagram and TikTok,
endorsing social media influencers, news
outlet
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Nipplets
Nipplets is one of the most popular Indonesian lingerie brands. It caters to young
adults through e-commerce (mostly Shopee.) Nipplets' designs are more forward
and sexually liberated in comparison to other Indonesian lingerie brands. The
brand stands for body positivity with the hashtags #RPRB Real People Real Body
and #HBHB Honest Body Honest Beauty. However, most Nipplets products are
imported from China so it raises a concern regarding sustainability.

Nipplets Campaign
Source: instagram.com

Target Market
Women, 21-26 years old

Product
Bras, panties, bodysuit, lingerie, bra tape,
gloves and accessories

Distribution
E-commerce, WhatsApp salesperson

Promotion
Official Instagram, endorsing social
media influencers
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Pluffy's Choice
Pluffy's Choice is an Indonesian local brand based in Jakarta. Pluffy's Choice is
known for their strapless bra, angel bra, bra tape, and other functional
undergarments in basic design. Pluffy's Choice is affordable with undergarment
price starting as low as Rp. 45,000.

Pluffy's Choice
Source: instagram.com

Target Market
Women, 21-26 years old

Product
Bras, panties, bodysuit, undergarment
accessories, clothing

Distribution
E-commerce, WhatsApp salesperson

Promotion
Social media, endorsing influencers
 44

Local Key Players in Indonesia Positioning Map

Prestige Price

Simple Flashy

Affordable
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5.1. GAP ANALYSIS
Competitive Matrix A
The choices of competitors in this matrix are based on the price range of more
than Rp. 500,000 in average. Raquel is an Indonesian local brand and La Senza is
one of the international lingerie key players in Indonesia.

Function Design Production Material Brand Image

Romantic
For various Produced
and
ALLBA

clothing
hyper-
ethically in Hypoallergenic Sensual
cutouts Indonesia
feminine

Made in Silk, lace, sheer

Intimate wear Elegant Elegant
Indonesia fabric

International

Intimate wear Sexy Cotton Flashy
Brand
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Competitive Matrix B
The choices of competitors in this matrix are based on product type. These two
local brands cater products with a similar function as ALLBA's but in a different
aesthetic and price range.

Brand

Function Design Production Material
Image

Romantic
Produced
For various and

ethically in Hypoallergenic Sensual
ALLBA clothing cutouts hyper-
Indonesia
feminine

Basic with
For various Inclusive

limited Imported Nylon
clothing cutouts feminism
colors

Basic with
For various Affordable

limited Imported Undisclosed
clothing cutouts basics
colors
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Competitive Review
The competitors in competitive matrix A are lingerie brands in Indonesia within
the bridge price range. Both Raquel Lingerie and La Senza’s products are intimate
wear. Their product design can be similar, but La Senza’s brand image is flashier.

The competitors in competitive matrix B are local Indonesian brand that sells
similar products. Nipplets and Pluffy’s Choice both import their product. They
cater accessories such as nipple patches and body tapes but with basic designs and
very limited colors. Their material quality and production ethics are undisclosed.
Nipplets has a very loud and successful social media presence by campaigning for
modern feminism while Pluffly’s choice is known for affordable basics.

Competitive Gap
ALLBA finds the gap by catering to Nipplets and Pluffy’s Choice functional
needs in the bridge segmentation with the standard of Raquel Lingerie and La
Senza’s design. ALLBA’s brand image is to serve sensuality through an elevated
vision.
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5.2. PROMOTIONAL ANALYSIS

Official Website
An easy to access official website that focuses on introducing ALLBA's brand
identity values in the About Us introductory page.

Mobile Application
According to previous interviews, one of the biggest issue for online lingerie
shoppers is wrong sizing. Some are hesitant to try at all due to unclear size guides
and not knowing wether if it's the right choice for their body type. MyBraFit is an
AI-powered app that measures an accurate bra size in minutes and provides a
customized selection of bras that are suitable for the user's requirements (Lee,
2021).
 51

Jo Malone Official Website

Source: www.jomalone.co.uk

IMyBraFit App
Source: www.engadget.com
 52
Social Media
The brand will be active on social media and utilize Instagram ads. Even though
there is a possibility Facebook ads might be cheaper, Instagram ads can target
specific genders, age ranges, locations, interests, and behaviors. This is a factor to
consider that benefits ALLBA's intention to reach a niche target market. In the
hype of video-content, ALLBA is also actively posting Instagram reel and TikTok.

Instagram VS Facebook Ads Comparison. (Source: WebFX)

Social Network Cost-Per-Click Cost-Per-Impression

Rp. 3,100 - Rp. 31,000 Rp. 105,000

Rp. 14,650 Rp. 188,000
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Manufacturer
The brand will manufacture from local independent craftsmanship with fair pay
and ethical labor hours and working environment. For comfort guarantee to the
customers, all seamstresses working on the brand's products are women.

Salesperson
The brand's offline salesperson will be wearing a white dress that needs the
function of our products. Low back, sweetheart neckline silhouette.
They will tie their hair with a red ribbon, to match the packaging.

White dress and red bow

Source: www.asos.com, www.anabelmagazine.com
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Images compiled by researcher

Source: www.pinterest.com

ALLBA's packaging is white box tied with a ribbon on top. The boxes are 100%
recyclable with the following ecological qualities: compostable where at least 90%
of the box breaks down in 6 weeks without any dangerous compounds left in the
soil and reusable (E.F.G, 2022). Inside the boxes, ALLBA put the products in a
satin pouch because oftentimes it is hard to keep a pair of bra and panties
together, the pouch is to help the customers store their ALLBA products by set.
The overall packaging does not contain any plastic.
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Look Book
A compilation of the brand's latest campaign for those who prefer a physical copy.

Material Samples
According to Google Forms survey in primary research, 64 respondents market
lingerie comfort as "very important" and continued in interviews, most of the
respondents made it clear that quality is the priority for lingerie. The look book
contains material samples with detailed explanation for those with sensitive skin.

Importance of lingerie comfort (100 respondents)

Very Important
8%

Important
28%

Not important
64%

Complementary Gift
ALLBA is an experience through sensory visuals (sight), material (touch), and
smell (scent). When customers receive their orders of a certain amount , they will
get a complementary gift. The “free item” or “gift” adds value to the focal item.
This candle can be used to bring up the mood or temperature play.
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Textile Sample
Source: www.pinterest.com

Kiki de Montparnasse Candle

Source: www.instagram.com

Jo Malone Mini Candle

Source: www.jomalone.co.uk

Look Book Mock Up

Source: www.freepik.com
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Craftmanship Image left to right: Instagram Highlights
Source: www.instagram.com/fleurofengland

Styling Guide Image left to right: Styling Guide

Source: www.instagram.com
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24 Hours With...
This is a soft advertising series where the concept is a day in the life. Each episode
would showcase how our products are used in daily activities, night events, and
many more according to each personality.

Women's Health Awareness

In Indonesia, there is a lack of sexual education regarding health issues and
precautions for sensitive body parts. The brand would like to host an interactive
communication about it.
 January February March 59

Spring collection design

Start production spring Spring collection delivery
and sample
collection Customer's feedback
Establishing social media
Valentine's Day Edit Design and sample
presence
Launch spring collection summer collection
Establishing distribution
campaign Start production summer
system

collection

April May June

Launch summer collection Design and sample resort

campaign Customer's summer collection collection
Influencer marketing feedback Start production resort
Summer collection delivery collection

July August September

Launch resort collection Design and sample

campaign Customer's resort collection fall/winter collection
Influencer marketing feedback Start production
Resort collection delivery fall/winter collection

October November December

Launch fall/winter
collection campaign
Customer's fall/winter Christmas Edit
Influencer marketing
collection feedback End of Year Sale
Fall/winter collection
delivery
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5.3. SWOT ANALYSIS

Strength

Provides personal support

ALLBA caters to many fashion preferences, especially sultry clothing and the
brand provides styling guides for its products.

Curated material choice

ALLBA has a hypoallergenic and sustainable range of natural materials, such as
cellulosic fibers with low environmental effects including cotton, linen, recycled
mesh, and lace. As well as the newest laces on the market that are made with
cotton and lyocell fibers. Albanee also incorporates upcycling leftover materials.

Caters to many fashion styles

ALLBA caters to many fashion preferences, especially sultry clothing and the
brand provides styling guides for its products.
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Weakness

Material outsourcing
Since ALLBA's products are made from a really selected material choices it might
be hard to find each material's suppliers.

Complicated design option

Due to the functionality prioritization, ALLBA's design and creation process take
additional steps and trials to make sure the products work.
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Opportunity

Modern clothing trends

As time goes, clothing style develop. #Cutout is forecasted to be more popular
based on WGSN S/S 23 Buyers Briefing Details. Clothing with cutouts need
different types of undergarment, which will be available in Albanee.

Hookup culture
With globalization, more and more Indonesians are starting to practice free sex.
Hookup culture is a social revolution that creates more tolerant views of sex. It
increases the demand for sexy undergarments overall.

More dating application users

Online dating application users are looking for a long-term relationship, short-
term relationship, or something casual. These apps have continually be more
popular to look for sex encounters. In Indonesia, the most widely used dating app
is currently Tinder. According to BusinessOfApps, Tinder users increased by
17.07% in the second quarter of 2021 with 35% of users in the age range of 18-24
years followed by 25% of users aged 25-34. The other fairly known dating
application options in Indonesia are Bumble, Coffee Meet Bagel, OkCupid. The
users are within Albanee's segmentation and seem to have interests aligned with
Albanee's products.
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Threat

Sexual liberation
As more and more women are becoming conscious and aware of sexual liberation,
it becomes and opportunity for ALLBA to resonate with more people.

Fetish exploration
ALLBA use this opportunity to explore and educate about what gives an
individual pleasure. Fetishes from soft to hard such as BDSM, temperature play,
foreplay, roleplay, and more.

Conservative Norm in Indonesia

The conservative Indonesian stigma is “Women should not express their sexuality
because they are not supposed to have a desire. Women need to remain virgins
until they get married because premarital sex is a sin“ (Alaidrus, 2021). This
threaten's ALLBA's customer will to be sexually liberated, making them shy to be
vocal of their wants and needs.
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5.4. SEGMENTATION ANALYSIS
Primary Segmentation

Gender: Female
Age: 25 - 31 (Early Millenials)
Occupation: Office worker, freelancer, other occupations
Monthly fashion expenditures: Rp. 3,000,000 - Rp. 5,000,000
Geographical: Apartment, family house, or co-living space

They are interested in lifestyle and well-being. They like to drink casually. They
hang out at bars, country clubs, and brunch places. They seek to improve their
mental health. They do research before purchase.

Image source from left to right: pinterest.com

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Secondary Segmentation

Gender: Female
Age: 32 - 41 (Late millenials)
Occupation: Entrepreneur, office worker, socialite
Monthly fashion expenditures: More than Rp. 7,500,000
Geographical location: Own house or apartment

They are the mature segmentation. They are more stable financially. They
prioritize comfort. They shop in luxury brands either secondhand or retail store.
They have a strong principles of what they want to buy and don't.

Image source from left to right: pinterest.com

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Tetriary Segmentation

Gender: Female
Age: 18 - 24 (Gen Z)
Occupation: Student, influencer
Monthly fashion expenditures: Rp. 1,000,000 - 3,000,000
Geographical location: Family house, co-living space

They are women who just got out of their teenage life. They are ambitious and
high-spirited. They are interested in fashion and social media. They go on girls
night out to clubs where they think all the cool kids hang.
They follow trends.

Image source from left to right: pinterest.com

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5.5. DISTRIBUTION MIX ANALYSIS

Customer's Choice of Distribution Outlet (100 respondents)

Private Chat
4%

Retail Store E-Commerce

28% 37%

Official Website
5%

Department Store
24%

Based on a survey filled by 100 recipients, the most popular distribution outlet is
e-commerce (37%) followed by retail store (28%) and department store (24%). In
total of 52 people chose offline distribution, 4 more than the total of 48 people
who prefer online.
 71

Direct Distribution

Tokopedia

In August 2021, the number of visits to Tokopedia was 162.0 million. According
to the Top 100 Retailers in Asia 2021 report by Euromonitor International,
Tokopedia has the largest market share in Southeast Asia, with US$11.68 billion
(Bestari, 2021).

Shopee

Shopee is notorious for its fast fashion. Many online customers are fond of Shopee
because of the free shipping free voucher and monthly discount. Shopee has
around 134.6 million monthly visits.
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Retail Store at Ashta District 8

Ashta is a retail project of ASRI (a subsidiary of Agung Sedayu Group) located in

arguably the busiest area in South Jakarta, SCBD. Ashta has the right social-
psychological market of visitors for Albanee. Its visitors are diverse; people who
work nearby, families, adults, and teenagers/young adults. The mall is connected
with the District 8 apartment building, making it a go-to for the residents.

To deepen this research, the researcher did a visit survey to Ashta. Based on the
survey observation, Ashta caters to its guests by providing a vast space with
modern interior alongside art pieces on display, trendy food & beverages tenants,
and outdoor photo spot. Ashta has been a choice for local brands to locate their
retail store, big ones are Tulola and Sukkha Citta on the ground floor, followed by
smaller stores such as Luxcrime on the upper floor.

Image source: ashta.co.id and cewekbanget.co.id

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Indirect Distribution

LOVE&FLAIR

LOVE&FLAIR is a retailer of fashion and lifestyle. Its curated website is

loveandflair.com. It recently opened an offline multi-brand store at Plaza
Indonesia.

Localstrunk Multi-brand Store

Localstrunk is a local multi-brand store. It has four branches in Grand Indonesia,

Plaza Senayan, Mall of Indonesia, and Pondok Indah Mall. Localstrunk is a
collective of local brands from various sectors. Beauty and accessories but mostly
clothing.

Image source: loveandflair.com Image source: loveandflair.com Image source: plaza-senayan.com

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6.1. BRAND VISION

Vision
To be the leading women's undergarment brand within the bridge price range in
Indonesia.

Mission
By providing innovative and visually pleasing products for various clothing cutout
with curated materials for all body types.
 76
6.2. BRAND ESSENCE
Perfectly Dressed & Undressed.
Functional undergarment with a sensual taste, personalized for every woman.

source: pinterest.com
Images compiled by the researcher,

Brand Value
For women to feel sexy and confident both dressed and and undressed.

Unique Selling Proposition

ALLBA brings the long lost unapologetic femininity for modern women inspired
by all time femme fatale icons such as Marilyn Monroe and Madonna.
 77

6.3. BRAND BEHAVIOUR

Brand Personality
ALLBA is a 26 years old woman. She has an active love life. She puts an effort to
be her best self by dressing like so. She is interested in beauty, lifestyle, and fashion.
She enjoys her day to day life because she romanticizes it. She is sassy and more
charming than necessary. She is a high-maintenance woman who loves all the finer
things in life.

Brand Tone of Voice

"Which one is he again?"
"A dream girl deserves a dream world."
"God I love being a woman."
"I drank 3 gin and tonic last night. That's like so many calories!"
"Do I have to FaceTune this picture before posting it?"

Brand Positioning
The brand stands in the bridge segmentation. It is for women for various age
ranges, anyone who desires to look their best. The brand provide undergarment
for various clothing silhouettes. The brand gives confidence and feel-good both
seen and unseen.
 78

Images compiled by the researcher, source: pinterest.com

 79

6.4. BRAND EXPRESSION

Single Minded Preposition
"The lingerie brand I've been looking for."

Brand Culture
ALLBA is committed to cultivate a culture of inclusive empowerment.
A community where women can explore their fashion style and find what flatters
them best. A safe place to be sexual, charming, and unapologetically feminine.

Interpretation
The brand gives confidence, sensuality, and a good amount of diva attitude.

6.5. BRAND PROMISE

ALLBA has a repair service for garments with underwire in the span of one year
after purchase. Albanee guarantees accommodate trendy styles regardless of body
shape. Customers can email clothing silhouette to inbox@albanee.co.id.
 80

6.6. BRAND COMMUNICATION

Strategic
Sensual in a refined way.

Operational
The brand collaterals has a clean and versatile look. Because the products stand
out, the additional collaterals has to be really minimal.

Tactical
Online packaging: pretty to post
Offline packaging: easy to carry
Small label
 81

7.3.1. BRAND CREATIVE TREATMENT

Membership card, care card, label, packaging, website header, social media.

CAMPAIGN COMMUNICATION MESSAGE

"It's all about what's underneath."

Information-based: The message explicitly tell that what's underneath the clothes
shapes the overall look.

Emotion-based: The message implicitly imply that who you are is built upon
factors that are unseen. The message doesn't mention one particular adjective
because people have different ideals (sexy, beautiful, elegant, et cetera)
What's underneath or inside is perceived based on the reader. It can be personality,
intelligence, demeanor, or literal lingerie. The message allows a dash of
personalization that aligns with ALLBA's brand essence.
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Phase Online Offline

Customer loyalty Customer loyalty and

Purchase
and influence influence

Conviction Repeat purchase Repeat purchase

Preference Purchase Purchase

Liking Membership Membership

Go in offline
Visit page and
distribution channel
Knowlegde engage with online
and interact with
content
salesperson

Awareness See See

 83

Phase Online Offline

Purchase

Conviction

Preference

Liking

Knowlegde

Awareness

 84
7.3.2. CAMPAIGN OBJECTIVES

3 Years Objective

1000 membership card holders.

100,000 monthly collective insight

30% of insight becomes engagement in many forms: like, follow, or save.

200 daily store visitors

10% of the store visitors interact with salesperson
 85
8.4. CAMPAIGN STRATEGY ROADMAP

STAGE 1 (2024 - 2025)

Phase Awareness

Tagline "It starts within."

A total of 50,000 online insight across all platforms

5% of insight engage
Key Objective
Multi-brand store customers start noticing the brand
Gain 100 membership

Tone of Voice "Hello, new standards!"

Desired Response "This is fresh compared to what's available all this time."
 86

Online viewers see ads, offline passer-by come across the

Behaviour Objective
product while shopping for other brands

Expression Objective The target market took notice of ALLBA

To introduce new options in the Indonesian lingerie

Communication Objective
market

Channel Activation Instagram, TikTok, E-commerce, Multibrand Store

 87
8.4. CAMPAIGN STRATEGY ROADMAP

STAGE 2 (2025 - 2026)

Phase Knowledge

Tagline "The right fit underneath."

A total of 80,000 online insight across all platforms

15% of insight engage
Key Objective A total of 50 daily offline distribution channel visitors
20% of the store visitors interact with salesperson
Gain 300 membership

Tone of Voice "Fits like never before."

Desired Response "My needs are met by this brand."

 88

Online community grows as engagement increase

Behaviour Objective
Potential customers start asking more

The feeling of familiarity starts to grow within the target

Expression Objective
market

To educate about the product benefits and how

Communication Objective
ALLBA elevate the consumers' way of dressing

Instagram, TikTok, E-commerce, Curated Website,

Channel Activation
Multibrand Store, Retail Store
 89
8.4. CAMPAIGN STRATEGY ROADMAP

STAGE 3 (2026 - 2027)

Phase Liking

Tagline "The fantasy underneath."

A total of 100,000 online insight across all platforms

10% of insight engage
Key Objective A total of 100 daily offline distribution channel visitors
10% of the store visitors interact with salesperson
Gain 600 membership

Tone of Voice "Live the fantasy of your dream!"

Desired Response "I feel special when I purchase here."

 90

Behaviour Objective People like the brand and register for membership

Expression Objective It became a popular "it girl" brand

The possibilities of sensuality is limitless and the

Communication Objective
consumers' preferences are achievable.

Instagram, TikTok, E-commerce, Curated Website,

Channel Activation
Multibrand Store, Retail Store
91
 92

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