Abstract :

The development of a new product is an important thing to do for developing a business, moreover in the fashion business industry. New product development can determine how an organization brings off its succession, such as in sales and profit. The new product development can bring 50% sales and 40% of profits for an organization. The new product development needs to be done to fulfill the customer’s needs and wants and complete their demand for a product. As a new business, Leradia as a modest fashion business from Indonesia has not generated a unique perspective from customers and has not understood the Leradia persona as well as their pain and gain. Thus, in order to avoid the failure of a new business, connect with customers, and compete in the market, Leradia aims to understand Leradia customer pain and gain and get to know what kind of development. Qualitative methods are used by interviewing six of Leradia’s most loyal customers to develop an understanding of Leradia’s customers. Adopted the study methodology of design thinking there are five stages to proceed with the data gathered; Empathizing, Defining, Ideate, Prototype, and Test. Starting from analyzing the customer persona until the proposed product development and testing the proposed solution to the customer to get the customer feedback and point of view.

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Keywords :

Design Thinking, Modest Fashion Brand, Product Development.

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