THE ANALYSIS OF WHAT SHOULD I WEAR BRAND AWARENESS LEVEL

Abstract

This research aims to determine the brand awareness improvement strategy to increase consumer interest in What Should I Wear products. The population in this study is women aged 20-44 years in Surabaya. With the help of purposive sampling method, five women are selected as informants. The informants are selected because they follow fashion trends and spend more than 5 million rupiah per month. The indicators in this study are brand awareness, introduction needs, information retrieval, alternative evaluation and purchasing decision. The data collection in this study uses in-depth interviews and observation. Results of this study show that: (1) The brand awareness level is at Brand Recall stage, because informants are able to mention the brand without any stimulation. It is also believed that What Should I Wear will increase their brand awareness with a consignment agreement with premium stores in Jakarta, (2) What Should I Wear must innovate further by creating more creative designs that meet the customers' needs, (3) Information delivery terms improvement are needed and (4) A continuous marketing development through video teaser, twitter, facebook, website dan exhibitions are required