Proposed Integrated Marketing Communications Strategy to Increase Brand Awareness and Sales of Women Apparel: Hijab Sabine

The objective of this research is to formulate a novel marketing approach for a brand named Hijab Sabine. During the Covid-19 pandemic, the creative sub-industry, specifically the fashion sub-industry, experienced significant adverse effects. The Hijab Sabine brand is among those striving to recover and improve in the aftermath of the adverse effects of the Covid-19 pandemic. Over time, numerous new apparel businesses have emerged with product lines similar to that of Hijab Sabine. Although Hijab Sabine remains unchanged, new arrivals have shown greater progress. The primary factor responsible for this phenomenon is an inadequately developed marketing channel that has failed to adjust to the altered circumstances brought about by the COVID-19 pandemic.This study examines the issue at hand by conducting a comprehensive analysis of the brand’s sales results through the use of external and internal analyses. The external analysis includes PESTEL, Porter’s Five Forces, customer analysis, and competitor analysis, while the internal analysis involves an examination of the current STP, 4P marketing mix, VRIO, and BMC. The data for this study was obtained from in-depth interviews and observations. To summarize, the present study provides insights into the business strategy of Hijab Sabine and proposes recommendations for enhancing its marketing efforts and achieving success in the fiercely competitive market.