ANALYSIS THE PERCEPTION OF DESIGNERS ABOUT EMBROIDERY AND NEEDLEWORK BUSINESS IN WEST SUMATERA

Windy, Dimitri (2015) ANALYSIS THE PERCEPTION OF DESIGNERS ABOUT EMBROIDERY AND NEEDLEWORK BUSINESS IN WEST SUMATERA. Masters thesis, UPT. Perpustakaan Unand.

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Abstract

BACKGROUND OF RESEARCH Fashion can be defined as a personal/customized mode of expression, and varies from the individual to masses. Every one of us choose clothes daily which describe our personality generally or specifically, even those who might not care about trend or fashion. For a long time the fashion business was ruled by designers and the economy. They determined the trends and the taste of consumers. Not at least because of globalization, mass production and the resulting lower production cost, individual fit and design were not taken into consideration. One size rarely fits all and so the customer has to deal with the wrong fit or finance a custom tailor. The fashion business itself is confronted with problems such as price war, fierce competition and consumers’ strong increasing wish of qualitative and individual products. To solve those problems and to accommodate the customer needs a solution was needed. In this case customization and mass customization offers a great possibility. “Now everybody wants to have something different,” Tom Ford (2007) said (Kusnezov 2012). Customization is a process of tailoring to individual customer's specifications. Especially in fashion, it allowed consumers to create and customize their own outfit. For star-up business as designers in order to compete in a well-established market, need identifying the essential factors in marketing mix is important. Marketing mix modeling is the use of statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics on sales and then forecast the impact of future sets of tactics. It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit. Though this method of establishing marketing mix is rigorous, it is expensive and data intensive. The start-up business lack the sales data and also they are limited on the money that can be spent on finding a right marketing mix. Since then market segmentation has got an increasing amount of attention as an important managerial marketing tool and also as part of the Segmentation, targeting, and positioning (S-T-P) strategy as the business environment changed and marketing became more strategic in the turbulent times of the 1970s and the 1980s (Chen and Hu 2010). As the role of marketing has changed from tactical to more strategic also the definition of segmentation has evolved in time. Segmentation can be seen as an “ongoing and iterative process of examining and grouping potential and actual buyers with similar product needs into subgroups that can then be targeted with an appropriate marketing mix in such a way as to facilitate the objective of both parties” (Mitchell and Wilson 1998). As seen from history the role of marketing gained importance in difficult economic conditions as people evaluated more carefully what they spent their money on. It stands to argue that, as the world is just coming out of a global crisis period, the public may be more cautious with their discretionary income. Many new marketing techniques are emerging but the basic strategy of S-T-P still remains at the core. An essential part of that strategy is market segmentation. Marketing mix and segmentation have relationship with the business of embroidery and needlework. Embroidery or needlework is one of technique decorate cloths, with the purpose of increasing the quality of the appearance of cloths .The history of embroidery was very old .In the pre the history of people using a needle of bone and wood, as strings they made hay untwisted . That already exist since the beginning of this art has much attention, especially women of all age groups and categories. They group fill spare time to make embroidered .Various products embroidery made with various engineering and ornamental motives, ranging from linen households to fashion a party .The relics of history shows that almost all countries have culture embroidery, with its own distinctive features. Although the women needlepoint very beautiful, but they did not learn specifically .Their exchanging experience, in other words they learn in an autodidact .The impact is characteristic “ heterogeneous “ moderately viscous here .Heterogeneous age and background school tuition, heterogeneous the contents of the material, heterogeneous qualifying teachers, heterogeneous the process of education, and heterogeneous graduated for standard of competence and qualifications. If originally skill embroidery and embroidery is odd jobs at home, now these skills to become a selling skills that have resources, needed in the world industry .The world industrial labor needs a clear standard of qualification and competences, because of technological progress has been producing materials, embroidery and embroidery machine tools and new in order to improve the quality of embroidery. For customers compare various textile based on their different attributes, for instance the availability of products, the prices of products and the quality of products (Mitchell and Wilson 1998). Based on these drivers of customer choice behavior, company should try to most effectively adapt their marketing strategies and policies in favor of those textile attributes. For example, company themselves are capable to decide and make creative which design should be offered against certain prices. To ensure that customers will recognize a particular design as the best and most preferred designs, company use several marketing strategies to most easily acquire and retain loyal customers. Thanks to these various marketing policies, company are able to influence and affect customer choice behavior in order to attract and retain loyal customers for profit objectives. The company should apply several marketing mix decisions, could implement different advertising tools, promotional tools, pricing strategies and product strategies (Carpenter and Moore 2006). As a country full with diversity and enhanced with Indonesian creativity, each of embroidery motifs and techniques contribute greatly to the richness of designs. The traditional touch in every product has made each of them a masterpiece. Price perception is the tendency of consumers to use price in provide an assessment of the quality of the product (Diallo 2012). Based on the specific implementation of particular tools, multiple goals and objectives could be obtained. However, the overall aim of marketing mix strategies and policies is to acquire and retain customers in order to ensure profitability. As a result, company should integrate different tools in various ways to influence and affect customer choice behavior. This phenomenon encourages each business to improve the strategy of existing embroidery and needlework in West Sumatra. In Indonesia itself, nowadays designers re-promote again with used embroidery and needlework for their clothes and pants in Jakarta Fashion Week 2015, and they make modern styles to make image in mind customer. Because we know the people used embroidery and needlework typically have old styles. Sometimes, people don’t know that the quality of product, they just bought the product with the higher price but doesn’t has good quality and just give the fresh money to designers to make customer’s order, as well as otherwise. The good choices of designers definitely would make customers satisfaction and then they have an eager to be loyal and repurchase again the product. Look at the background of the issue above, the researcher are interested in conducting research with title: ANALYSIS PERCEPTION DESIGNERS ABOUT EMBROIDERY AND NEEDLEWORK BUSINESS IN WEST SUMATERA.

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