Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Branding of muslim scuba dress: The case study of Rizka Haristi in
Bandung
S.B. Haswati & S.M. Ridjana
Telkom University, Bandung, Indonesia
ABSTRACT: The growing of the fashion industry in Indonesia has driven competitiveness within
the creative market, marked by numerous prestigious fashion events held every year. As a Muslim
fashion brand established since 2015 in Bandung, Rizka Haristi has had to compete with similar
brands to create the market opportunity, especially in West Java. Despite Rizka Haristi success in
several fashion shows and its sales even reaching a peak in 2018, fluctuating profit is undeniable.
It is assumed that the lack of emotional relationship with its consumer, also the use of single
promotion media, has become the primary factor of this fluctuation. Hence, the company requires
an advertising solution to increase their brand awareness. By conducting qualitative research using
various methods, this paper generated a creative strategy toward a particular target audience:
bridesmaid. By offering a special package, the program could help the brand to build a more
emotional connection and stabilize the profit in the long run.
Keywords: branding, Muslim dress, scuba material, fashion, bridesmaid
1 INTRODUCTION
The fashion industry significantly contributes to Indonesia’s economic growth, especially from the
creative sector. The national exports ranked first at 56% and Gross Domestic Product (GDP), with
the second rank of 18.15% after culinary (Rusiawan et al. 2017). As an impact, it captures the interest
of both fashion workers and fashion enthusiasts in Indonesia. Now the public could attend regular
prestigious Muslim fashion events in some big cities: the Muslim Fashion Festival (MUFFEST),
Jakarta Modest Fashion Week (JMFW), etc. The industry also consists of fashion shows, fairs, talk
shows, and design competitions such as contests for products of Muslim fashion and the business
environment. It strongly indicates the massive potential of the Muslim fashion industry, especially
in Bandung and DKI Jakarta, to transform Indonesia to be the center of the Muslim fashion
world.
The journey of Rizka Haristi (RH) began since September 2015. The purpose of the brand is to
accommodate women who encounter the difficulty of getting an elegant but comfortable fit-body
Muslim dress with an affordable price. With competition among fellow Muslim fashion brands,
RH introduces the benefits of customized Muslim dresses made from scuba with a minimalist and
elegant design to look beautiful at all events. Scuba or rubber (stretch) that is an elastic fabric made
from the core of a rubber thread at a time in the process of making yarn (Astiti 2016). Generally,
scuba material is widely used for sportswear. This material has the nature of thick material but is
elastic, not easily tangled and neat pieces of fiber material (Septiana & Siagian 2019) so it is used
as an innovation in the use of Muslim RH dresses.
This innovation has brought RH to various national Muslim fashion events such as the Indonesia
Hijab Festival in Bandung (2018), Jakarta Modest Fashion Week (2018), and Muslim Fashion
26
DOI 10.1201/9781003193241-5
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Branding of muslim scuba dress: The case study of Rizka Haristi in
Bandung
S.B. Haswati & S.M. Ridjana
Telkom University, Bandung, Indonesia
ABSTRACT: The growing of the fashion industry in Indonesia has driven competitiveness within
the creative market, marked by numerous prestigious fashion events held every year. As a Muslim
fashion brand established since 2015 in Bandung, Rizka Haristi has had to compete with similar
brands to create the market opportunity, especially in West Java. Despite Rizka Haristi success in
several fashion shows and its sales even reaching a peak in 2018, fluctuating profit is undeniable.
It is assumed that the lack of emotional relationship with its consumer, also the use of single
promotion media, has become the primary factor of this fluctuation. Hence, the company requires
an advertising solution to increase their brand awareness. By conducting qualitative research using
various methods, this paper generated a creative strategy toward a particular target audience:
bridesmaid. By offering a special package, the program could help the brand to build a more
emotional connection and stabilize the profit in the long run.
Keywords: branding, Muslim dress, scuba material, fashion, bridesmaid
1 INTRODUCTION
The fashion industry significantly contributes to Indonesia’s economic growth, especially from the
creative sector. The national exports ranked first at 56% and Gross Domestic Product (GDP), with
the second rank of 18.15% after culinary (Rusiawan et al. 2017). As an impact, it captures the interest
of both fashion workers and fashion enthusiasts in Indonesia. Now the public could attend regular
prestigious Muslim fashion events in some big cities: the Muslim Fashion Festival (MUFFEST),
Jakarta Modest Fashion Week (JMFW), etc. The industry also consists of fashion shows, fairs, talk
shows, and design competitions such as contests for products of Muslim fashion and the business
environment. It strongly indicates the massive potential of the Muslim fashion industry, especially
in Bandung and DKI Jakarta, to transform Indonesia to be the center of the Muslim fashion
world.
The journey of Rizka Haristi (RH) began since September 2015. The purpose of the brand is to
accommodate women who encounter the difficulty of getting an elegant but comfortable fit-body
Muslim dress with an affordable price. With competition among fellow Muslim fashion brands,
RH introduces the benefits of customized Muslim dresses made from scuba with a minimalist and
elegant design to look beautiful at all events. Scuba or rubber (stretch) that is an elastic fabric made
from the core of a rubber thread at a time in the process of making yarn (Astiti 2016). Generally,
scuba material is widely used for sportswear. This material has the nature of thick material but is
elastic, not easily tangled and neat pieces of fiber material (Septiana & Siagian 2019) so it is used
as an innovation in the use of Muslim RH dresses.
This innovation has brought RH to various national Muslim fashion events such as the Indonesia
Hijab Festival in Bandung (2018), Jakarta Modest Fashion Week (2018), and Muslim Fashion
26
DOI 10.1201/9781003193241-5