An analysis of competitive strategy towards indonesian local fashion industry (case study of (x) s.m.l)
Fashion may vary considerably within a society according to age, social class, generation, occupation, and geography as well as over time. Fashion industry is one of the most important sectors of the economy in terms of investments, revenues, trades, and employment all over the world. Suddenly, since year 2011 the emerging of local fashion industry has been awash in creativity, and talented young designers are receiving the kind of national and international recognition. Many of new local brands are establish along with several concept stores that fully supported by various fashion weeks event. In 2012 there are a lot of challenges and industry dynamics that will force the local fashion industry to change and adapt, or lose relevance. To build a successful fashion brand, a company needs to combine knowledge of the industry and acquire the ability to read a market and its demand. (X) S.M.L is one of the largest fashion retailers in Indonesia with seven flagship stores and presence in strategic department stores throughout the country. The objective of this thesis research is to identify which competitive forces model that gives the most pressure to (X) S.M.L. By identify the forces, it helps (X) S.M.L to determine which competitive strategy should be used that suitable with (X) S.M.L characteristic in order to win the competition of local fashion industry. This thesis research also recommend (X) S.M.L strategy performance in the context of correlation between competitive forces model and competitive strategy. Later in this thesis research elaborates several citations from previous research which consist of several journals with the same variables. The study of this thesis research used descriptive research design with combination of primary data and secondary data, as well as quantitative data collection methods through an open-ended questionnaire and closed-ended questionnaire of 100 respondents. The data processed using SPSS and AMOS statistical tools to measure the variables that being examined towards (X) S.M.L.
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