Proposed Omnichannel Strategy to Increase Sales Revenue in a Fashion Retail Company (Case: La Omvi)

: In recent years, the creative industry sub-sector of the fashion sector in Indonesia has become a profitable industry. The development of the fashion industry in Indonesia has contributed significantly, and the creative industry sub-sector group has become a leading sub-sector group. La Omvi, a fashion retail store brand established in December 2020, has experienced stagnation in sales. Due to its small population and predominately immigrant demographic, the Cikarang market has a limited range of products. This research aims to propose an effective omnichannel approach tailored to the specific needs and market conditions of La Omvi, with a focus on increasing sales revenue and enhancing the customer experience. The research employs qualitative methods, including in-depth interviews and observational analysis, to gather insights into customer experiences and expectations. Based on these findings, recommendations are provided to enhance the omnichannel strategy and drive sales growth for La Omvi. This research contributes to the understanding of effective omnichannel strategies in the fashion retail industry and provides practical insights for fashion retailers aiming to optimize their sales revenue through an omnichannel approach.


INTRODUCTION
Fashion is no longer just a primary need, but has become an artistic need, so that it is able to encourage growth in the Creative Industries sub-sector in the fashion sector (CNBC Indonesia, 2019).Badan Pusat Statistik (BPS) (2022) noted that the gross domestic product (GDP) atas dasar harga konstan (ADHK) in the textile and apparel industry increased by 13.74%, which is IDR 35.17 trillion from the previous year.The creative industry sub-sector in the fashion sector has become a profitable industry in Indonesia in recent years, the development of the fashion industry in Indonesia has contributed greatly and has become a leading sub-sector group (Bekraf, 2019).Based on the data of the trend, the performance of the textile and apparel industry continues to experience a strengthening trend after being depressed in quarter I/2020 to quarter III/2021.This indicates that the textile and apparel industry has recovered from the impact of the Covid-19 pandemic, as shown in the image below:

LITERATURE REVIEW Omnichannel Retailing
Omnichannel retailing is a multichannel approach to sales and customer support that aims to deliver a smooth and integrated shopping experience across all channels, including physical locations, online platforms, and mobile devices (Verhoef, Kannan, & Inman, 2015).According to a Deloitte report from 2021, as customers seek a more frictionless and customized purchasing experience, omnichannel retailing has moved from being a luxury to a necessity for fashion retailers in the post-pandemic period.In order to maximize both channel performance and customer experience, omni-channel management is defined as the coordinated management of the many accessible customer touchpoints and channels.Thus, it has recognised the simultaneous usage of the many channels and their interaction (Verhoef et al.,2015).
Omnichannel marketing goes beyond multichannel marketing by combining various channels to give a seamless and consistent customer experience.Multichannel marketing concentrates on offering many channels for consumer engagement.In a multichannel approach, a business interacts with customers and facilitates transactions across a variety of different channels.Each channel runs autonomously and may have its own plans, objectives, and procedures.For instance, a business may have a physical location, an online store, and a mobile app, but these channels may not be connected, and the consumer experience may differ between channels (Kotler, 2021).
The goal of an omnichannel strategy is to create a unified, integrated customer experience across all channels.It places a focus on the coordination and coherence of communications, branding, and client interactions across channels.The customer's buying experience remains uninterrupted when switching between channels thanks to an omnichannel strategy.Customers may have a consistent experience across all touchpoints thanks to the integrated channels (Kotler, 2021).

Impact of Omnichannel Strategy on Sales:
Omnichannel strategies can significantly impact sales and customer satisfaction in the fashion retail industry.For example, a study by Ramanathan and Ramanathan (2017) discovered that a fashion retailer's sales increased by 60% as a result of an integrated omnichannel strategy.Li and Kannan (2014) discovered that business using an omnichannel strategy had higher levels of client loyalty encourages fruitful customer relationships (Kotler, 2017).Customer analysis will be carried out using primary data from in-depth interviews.
The number of valid sources for a qualitative research consists of a minimum of 5 people (Creswell, 2014).To obtain data from customers, in-depth interviews were conducted with 7 people, consisting of 5 customers, 1 management, and 1 industry expert with an age range of 20-35 years.The respondents were asked questions about three indicators: marketing mix, customer experience, and omnichannel retailing.La Omvi's targeted customers are people with middle-class and affluent consumer social status who live in Jabodetabek, Bandung, Makassar, Bali, Balikpapan, Lampung, and Surabaya.They are between the ages of 18 and 40 and represent a wide demographic profile.These customers are fashion-conscious and seek current streetwear fashion items that express their originality and personal style.They value brands that provide one-of-a-kind and exclusive products, as well as great customer service.
According to market research and customer profiling, La Omvi's target market are extremely involved with multiple sales channels, such as physical stores, e-commerce platforms, and mobile applications.They prefer simplicity and seamless buying experiences, and they anticipate consistent brand presence and individualized interactions across channels.These are tech-savvy clients who rely primarily on digital channels for product discovery, promotions, and social connections.
Furthermore, factors such as product quality, cost, brand reputation, and overall shopping experience influence their purchasing decisions.They value tailored advice and value-added services that improve their brand encounters.Customer loyalty is driven by their degree of pleasure with La Omvi, which includes the ability to quickly access items, receive excellent customer service, and feel linked to the brand's values and identity.Understanding the specific demands, tastes, and habits of La Omvi's target clients is critical for developing and implementing a successful omnichannel strategy.La Omvi can enhance client connections, promote repeat purchases, and eventually increase sales income by catering to their desires for convenience, personalisation, and consistency across channels.

PESTEL Analysis 1. Political Factor
Political concerns have a tremendous impact on the business environment for companies such as La Omvi.These elements include the rules, regulations, and government policies that have an impact on the fashion retail industry.Political variables in the case of La Omvi can include trade policies, taxes legislation, labor restrictions, and the political climate's stability.Changes in political leadership or movements in government policy, such as import/export laws or taxation changes, can have a direct impact on La Omvi's operations, affecting pricing and profitability.Furthermore, political stability is essential for business continuity and investor trust.A stable political environment promotes economic growth and consumer spending, which can benefit La Omvi's sales.Political insecurity or changes in government policies, on the other hand, might cause uncertainty and consequently undermine consumer confidence and purchasing behavior.

Economic Factor
Economic variables can have a big impact on the company's operations and sales performance.Economic fluctuations, shifts in purchasing power, and changes in customer spending patterns are all factors that can impact La Omvi's sales income and profitability.Economic variables such as recessions, inflation, or changes in disposable income can all have an impact on consumer confidence and shopping behavior, potentially leading to a reduction in consumer expenditure on fashion products.Additionally, during economic downturns, shifts in consumer tastes toward more economical options or an emphasis on critical things might have an impact on La Omvi's sales.La Omvi must monitor and analyze economic factors such as GDP growth, inflation rates, and customer mood in order to adjust its marketing strategy and pricing models.

Sociocultural Factor
Sociocultural elements have an important part in establishing La Omvi's commercial climate.These elements include the local population's social and cultural conventions, values, beliefs, and lifestyle preferences.Understanding sociocultural factors is critical for La Omvi to successfully position its products and services and respond to its target customers' needs and desires.The growing popularity of streetwear fashion among the younger generation is one key sociocultural aspect for La Omvi.The need for self-expression, individualism, and affinity with certain subcultures is reflected in the cultural movement toward urban streetwear aesthetics.To capitalize on this trend, La Omvi can curate a varied range of streetwear brands that correspond with its target market's cultural preferences and objectives.4. Technological Factor Technological factors shape the business environment for La Omvi, influencing its operations and market potential.La Omvi may face both opportunities and challenges as a result of the integration of technology in the fashion retail industry.Technological advancements, such as the rise of e-commerce platforms, smartphone applications, and social media, have changed the way shoppers discover, browse, and purchase fashion products.These technical improvements allow La Omvi to access a larger customer base and increase its business via internet channels.According to Statista, worldwide retail e-commerce sales hit 4.28 trillion US dollars in 2020 and are expected to expand further in the next years.As a result, embracing technology to generate a strong online presence and a smooth omnichannel experience might be critical for La Omvi's growth and competitiveness.On the other hand, rapid technological improvements need La Omvi to stay current and flexible to evolving technology in order to remain relevant in the business.La Omvi can obtain a competitive advantage by regularly analyzing technological trends and investing in innovative solutions such as customer relationship management (CRM) systems, inventory management software, and data analytics tools.

Environmental Factor
One environmental factor is the growing customer desire for environmentally friendly and sustainable fashion products.Consumers are becoming more aware of the environmental impact of the fashion business, and they are looking for labels that promote ethical sourcing, use eco-friendly materials, and employ sustainable manufacturing techniques.La Omvi should explore partnerships with sustainable fashion businesses or incorporate sustainable fashion lines into their product offers to address this concern.
Another environmental factor is the regulatory environment around environmental protection.Governments and regulatory agencies are enacting stronger rules to address challenges in the fashion sector such as waste management, carbon emissions, and pollution.To reduce its ecological impact, La Omvi must maintain compliance with these standards and proactively pursue environmentally friendly practices.

Legal Factor
Legal factors have a considerable impact on La Omvi's business environment.La Omvi's operations, compliance obligations, and general business strategy may be influenced by the legal framework in which it operates.The regulatory environment governing the fashion retail industry in Indonesia is a critical legal factor.This encompasses business registration, licensing, taxation, employment, intellectual property, consumer protection, and import/export limitations.Compliance with these legal standards is critical to ensuring that La Omvi's operations are legal and to avoid any potential legal concerns or penalties.Changes in legal rules, such as changes to labor laws or tax policies, can also have an impact on La Omvi's cost structure, employee relations, and profitability.

Porter's 5 Force 1. Threat of New Entrance: Mid
The fashion retail industry has variable entry barriers.The growth of online platforms has made it simpler for new entrants to establish an online presence, whereas establishing a physical store requires capital, this caused by it is rare for brands to want to work together on a consignment basis (no need for capital to spend) because there is not yet a convincing enough portfolio for brands to entrust selling their goods to retail, so to overcome this problem brands usually the brand will offer to sell products by wholesale to retail where this requires quite a large amount of capital because there is an MOQ that must be met, and the acquisition of suitable locations.However, establishing brand awareness and consumer loyalty may present obstacles.

Bargaining Power Suppliers: Mid
La Omvi's reliance on well-known local streetwear brands may provide these suppliers with some bargaining power.However, by carefully curating its brand portfolio and establishing strong relationships with suppliers, La Omvi can counteract this bargaining power to some extent.

Bargaining Power of Buyers: High
While customers have a variety of options for purchasing fashion products, La Omvi's unique status as the first fashion retail store in Cikarang, as well as its selling of local streetwear brands, can provide it with some negotiating power.However, factors such as Cikarang's tiny population and the availability of rival online and offline fashion merchants may limit La Omvi's bargaining leverage.In order to attract and retain customers, La Omvi should focus on differentiating itself through exceptional customer service, exclusive collaborations, and personalized shopping experiences.4. Threat of Subtitute Product: Mid Customers may examine alternative fashion outlets or companies that offer similar styles or trends, even if they are not the precise local streetwear brands represented by La Omvi.These alternatives could come from both domestic and international fashion businesses.Customers now have access to a diverse choice of fashion products from a variety of stores thanks to the growing popularity of internet shopping.Customers may prefer to shop online rather than in La Omvi's physical store, especially if they can discover identical or different products with greater convenience and lower prices.Fashion trends and tastes can change throughout time.Customers may choose substitute products that are more closely aligned with their shifting tastes if La Omvi fails to react to changing client wants or offer innovative and original products.La Omvi must differentiate itself through brand curation, customer experience, and a unique value proposition 5. Intensity of Competitive Rivalry: High The fashion retail industry is extremely competitive, with many local and international brands vying for market share.La Omvi competes with both offline and online stores, making differentiation and outstanding customer experiences critical.Maintaining a competitive advantage requires innovation, branding, marketing, and the capacity to respond to shifting market trends.

Competitor Analysis 1. Orbis
The streetwear apparel retailer Orbis was founded in Jakarta in 2008 and is the city's oldest.Until 2012, Orbis carried clothing from international companies like Champion.Then, when local businesses started to emerge, Orbis started carrying local streetwear brands in its stores.Orbis relocated twice before settling on Jalan Panglima Polim in South Jakarta.OTSS coffee is the name of the coffee shop that Orbis currently operates inside of its store.
Orbis Jakarta has a number of competitive advantages that have helped it gain notoriety as one of Jakarta's best stores and the go-to location for street and traditional workwear as well as the most recent fashion trends.Orbis Jakarta stands apart from many other stores in Jakarta because of its initial goal to offer the local market a global assortment of fashions.Orbis gives customers access to distinctive and current styles that could not be easily found elsewhere by providing a wide variety of fashion selections from around the world.Orbis Jakarta has earned a reputation as one of Jakarta's top stores over the years.Their competitive advantage is a result of their standing and awareness among clients.Positive word-of-mouth, client loyalty, and a solid brand reputation all help Orbis stand out from its rivals and draw in new clients.

Zodiac
Zodiac, which opened in December 2018, is a weekday light-music pub that transforms into a small club on the weekends.Beyond the spotless soundscape of the bar, Zodiac offers a permanent retail exhibition area designed for showcases, exhibitions, and pop-up shops.Zodiac consistently seeks out new activations with various fashion labels, music collectives, international DJs, and nearby businesses.combining the three elements music, fashion, and art that influence today's culture.
Zodiac Jakarta has a distinct advantage over rival businesses in the area due to the way that it combines music, fashion, and art.Being a bar with light music during the week and a tiny club during the weekends is how Zodiac Jakarta delivers a unique concept.Due to their adaptability, they can accommodate various audiences and preferences.Showcases, exhibitions, and pop-up stores have a place to be displayed thanks to the addition of a permanent retail exhibition area.As a result, chances for cross-promotion are created, and Zodiac can partner with fashion brands, music groups, foreign DJs, and local businesses, broadening its influence inside the neighborhood.New partnerships and activations are constantly sought for by Zodiac.They stay on the cutting edge of trends and draw in a varied audience by collaborating with fashion labels, music collectives, and international DJs.These partnerships also introduce novel experiences and occasions, making sure that clients have an incentive to come back often.The fusion of art, music, and fashion at Zodiac represents the cultural forces that define contemporary society.By fusing these components, Zodiac produces a distinctive and lively environment that connects with its target audience and adds to its competitive advantage.

Sonderlab
Sonderlab is an online retailer that combines national and international brands to create a diverse shopping experience.Customers may learn more about the unique histories and tales of each company thanks to the product curation, which elevates Sonderlab to the status of a truly immersive online shopping destination.Sonderlab's distinct strategy for doing online shopping distinguishes it from conventional e-commerce platforms, giving it a competitive advantage.By fusing national and international brands, Sonderlab distinguishes itself and gives clients a wide selection of goods to pick from.This wide variety enhances the purchasing experience by introducing clients to uncommon goods and brands that they might not otherwise find.By meticulously choosing and curating goods from diverse brands, Sonderlab's product curation enhances the buying experience.Customers who value learning about the origins of the products they buy may be drawn to Sonderlab's selection of merchandise since it conveys a feeling of authenticity and storytelling.In contrast to rivals who may only concentrate on regional or mainstream products, Sonderlab distinguishes itself by carrying national and international brands.Due to its uniqueness, Sonderlab is able to serve a larger range of customers and draw in those seeking a more distinctive and global shopping experience.Product La Omvi's main product is providing products from well-known local and global streetwear brands.The brands in La Omvi have gone through curation in order to maintain the consistency of the brand image as a streetwear fashion retailer.The curation is carried out in terms of concept, history and market.In addition, La Omvi also creates and supports events related to education and creativity in the fashion sector.

Price
The product prices offered by La Omvi vary, starting from Rp. 79,000 to Rp. 2,400,000 depending on the brand and product category.The best-selling category is t-shirts, with an average price of Rp 170,000 to Rp 999,000.The most expensive category is the hoodie, with selling prices starting from Rp 300,000 to Rp 2,400,000.The product price set by La Omvi uses a consignment agreement with the brand owner, where La Omvi takes a profit of 30% of the price of each product entrusted to sell to La Omvi.

Place
To this day, La Omvi focuses its sales through offline stores, so that more products sell well through its offline stores.The offline store location is at Jl. Industri Utara IV No.8, Mekarmukti, Kec.Cikarang Utara, Bekasi, Jawa Barat 17530.La omvi can also be found on several social media, such as Instagram and Youtube.

Promotion
La Omvi does marketing using online and offline media.

Online Promotion: 1) Instagram & Facebook Ads
Instagram & Facebook ads are used because the features of Facebook Ads can accommodate to reach a more specific market.La Omvi uses Facebook ads to market store information, products and current discount and promo information.

2) Endorsement
La Omvi uses an endorsement strategy by looking for micro influencers who have influence both on social media and in the real world.Based on the results of interviews with the owner, due to limited marketing budgets, La Omvi takes a personal approach to target micro influencers, so La Omvi only needs to send the product to these micro influencers and does not pay for the available rate cards.Offline Promotion: 1) Discount & Bundling La Omvi provides regular discounts every Eid and year-end.The discount given varies from 5% to 50%.As for the bundling promo program, La Omvi provides discounts for customers who want to buy bundled products.

2) Sponsorship & Collaboration
 La Omvi funded coffee cups for 5 well-known coffee shops in Cikarang, and packaged them into a video campaign aimed at inviting young people in Cikarang to dare to be creative and to change the stigma about an industrial city. La Omvi partners with local coffee shops to create specialty coffee products under the name La Omvi.

3) Artist Series
La Omvi collaborated with several well-known illustrators in Jakarta and finally, La Omvi collaborated with a Japanese illustrator, Amy Brereton.Valuable La Omvi's unique position as Cikarang's first fashion retail store, as well as its strong ties with well-known local streetwear businesses, provide vital resources.This enables La Omvi to offer in-demand products and cater to the specific interests of its target market, providing them a competitive advantage.

Rare
La Omvi has a unique capacity to curate content by analyzing brands based on concept, history, and market.It enables them to uphold a consistent brand identity as a retailer of streetwear apparel and to provide clients a carefully curated selection of goods.Competitors find it difficult to replicate this knowledge.

Imitable
La Omvi has made a name for itself as the first clothing retailer in Cikarang over the years.It is challenging to replicate their brand identity and reputation as a leading streetwear fashion site.It would take time and effort to establish a similar degree of awareness and confidence in the market.4. Organized La Omvi's dedication to developing and sponsoring events relating to fashion education and creativity, along with its strategic position in the Jababeka, Cikarang, show their concerted efforts to take advantage of their resources and potential.They may draw people, build brand exposure, and encourage customer involvement by utilizing their location and events.

SWOT Analysis
Strengths -First Retail in Cikarang: La Omvi has a competitive advantage by positioning itself as a pioneer in the area by virtue of being the first fashion retail store in Cikarang.-Curated Selection: La Omvi's focus on curating well-known local streetwear brands helps maintain a consistent brand image and attracts customers looking for unique and trendy products.-Location : Being located in the Jababeka area of Cikarang provides La Omvi with visibility and accessibility, potentially attracting a larger customer base.-Events: La Omvi's commitment to organizing events related to fashion education and creativity enhances its brand image and helps build a loyal community of fashion enthusiasts.

Weaknesses
-Small Target Market: The small population of Cikarang may limit the possible consumer base for La Omvi, making it difficult to increase sales.-Limited Operating History: La Omvi's establishment in 2020 means it has a relatively short operating history compared to more established competitors.This lack of history might make it more challenging to build trust and credibility among

Opportunities
-Growing Streetwear Market: The popularity of streetwear fashion is on the rise globally, presenting an opportunity for La Omvi to tap into this growing market segment and attract a dedicated customer base.-Online Sales Growth: La Omvi now has the chance to reach more customers through an integrated omnichannel strategy and extend its reach beyond its physical store thanks to the increased popularity of online purchasing.-Collaboration and Partnership: By organizing collaborative events and participating in promotional activities, working with regional designers, influencers, and organizations can increase brand visibility and draw in new clients.Threats -Competitive Market: The fashion retail industry is highly competitive, and La Omvi may face competition from both local and international fashion retailers in the area.-Economic Conditions: Economic fluctuations or downturns can impact consumer spending on fashion items, affecting La Omvi's sales and growth prospects.-Online Shopping: The growth of e-commerce and online shopping platforms poses a threat to traditional brick-and-mortar stores like La Omvi, necessitating a strong online presence and effective digital marketing strategies.

Business Solution TOWS Analysis
Table 5. TOWS Matrix SO Strategies La Omvi's approach of expanding collaborations with local designers and developing fashion businesses is a big strength.La Omvi may offer special products and unique collections that set it apart from competitors by collaborating with these designers and businesses.This strategy not only improves the store's product selections, but also strengthens its reputation as a destination for trendy and sought-after fashion items.Furthermore, La Omvi's position as the first fashion retail store in Cikarang is a significant asset that may be used to increase brand awareness and establish a devoted client base.This positioning as a market pioneer provides La Omvi with a competitive advantage and can lead to long-term consumer loyalty and support.La Omvi could explore expanding its reach outside Cikarang by having an internet presence to strengthen its market position.The store can expand its market reach by using online platforms to contact customers in different locations who may not have physical access to the store.This omnichannel strategy enables La Omvi to reach a larger consumer base and enhance sales potential.La Omvi can increase its market position, attract a larger client base, and drive sales growth by combining and capitalizing on these assets.

ST Strategy
La Omvi may identify developing trends, preferences, and purchase habits by staying up to current on changing customer behavior.This data may then be utilized to improve its omnichannel strategy and ensure that the proper products, services, and experiences are available through the most appropriate channels.For example, if La Omvi's target customers are increasingly interested in online buying, the company can invest in strengthening its e-commerce platform, improving the user experience, and providing simple online purchasing choices.WO Strategies -La Omvi can effectively compete with online merchants by investing in robust e-commerce capabilities and digital marketing strategies.This includes creating a user-friendly and secure online platform for users to explore and buy products, as well as employing digital marketing tactics to increase online presence and reach a larger client base.La Omvi can tap into the growing trend of online purchasing and expand its market reach beyond the physical store by embracing e-commerce.-La Omvi can use its community-building initiatives and events to provide clients with an engaging offline experience.La Omvi can differentiate itself from internet stores and attract clients who appreciate the social component of shopping by hosting fashion-related events, engaging with local designers, and establishing a feeling of community.By providing a unique and memorable purchasing experience, this method can assist establish consumer loyalty and drive repeat business.-Through an omnichannel approach, La Omvi can concentrate on establishing trust and confidence.La Omvi can give a consistent and cohesive brand experience to clients by smoothly integrating its online and offline channels.This includes ensuring that products, pricing, and promotions are consistent across all channels, as well as offering dependable customer service and after-sales support.La Omvi can improve its reputation and acquire a competitive advantage in the market by providing a trustworthy and reliable buying experience.

WT Strategies
Several strategic initiatives can be implemented to handle La Omvi's Weaknesses and Threats.To begin, improving online visibility and building omnichannel capabilities are critical for effectively competing with online streetwear stores.This can be accomplished by creating a user-friendly and visually appealing e-commerce website, maximizing search engine exposure, and ensuring seamless integration of online and physical channels.La Omvi can attract and retain a larger consumer base by providing a convenient and consistent buying experience across numerous platforms.
Additionally, establishing targeted marketing campaigns is critical for increasing brand recognition and awareness in the local market.Using social media channels, engaging with influencers, and deploying targeted online advertising can successfully reach and enhance visibility.These tactics aid in the development of a strong brand identity, the engagement of potential customers, and the differentiation of La Omvi from its competitors.

New STP Formulation Segmenting Geographic
Targeting the locals in Cikarang, where La Omvi is, and also Increase the geographic scope of the project beyond Cikarang to surrounding regions like Bekasi, Karawang, or Jakarta as well as other significant cities like Makassar, Bali, Surabaya, Lampung, and Balikpapan.There are more people in these areas, and they provide potential clients who might be interested in La Omvi's goods.Increase the accessibility and reach of La Omvi's offers by utilizing social media campaigns, targeted internet advertising, and collaborations with delivery services.

Demography
Targeting college student and young professional who are interested in fashion and are more likely to use social media and online platforms.This group is more open to internet marketing initiatives and frequently searches out streetwear fashion.This category can be enticed to engage with the omnichannel experience by providing comfortable online shopping alternatives with quick delivery and simple returns.

Behaviour
Target those that have a keen interest in fashion, follow current trends, and actively look for high-quality, fashionable clothing.customers who favor internet buying for its accessibility and convenience.Targeted internet advertising, email marketing, and participation in social media can all be used to reach these customers, who feel at ease making purchases through digital channels.Engage clients who are tech-savvy and early adopters of new platforms for digital commerce.To suit their interests, provide seamless and practical online shopping experiences, individualized recommendations, and mobile-friendly user interfaces 3742

Targeting
Targeting students and young professionals who are more likely to be early adopters of fashion trends and have disposable income for fashion purchases who who are interested in streetwear brands that are living in urban city who prefer online shopping or have shown an inclination towards e-commerce or website platforms.Positioning La Omvi as a fashion-forward retailer that offers a seamless and immersive shopping experience both online and offline.Emphasize the convenience, variety, and accessibility of shopping through multiple channels, showcasing La Omvi's commitment to delivering a holistic and trendsetting experience.

Marketing Mix Formulation Product
Based on the analysis data, La Omvi must focus on streetwear products that have various variations while prioritizing product quality.The following are brands that are expected to be present at La Omvi based on the survey results: 1. Paradise Youth Club Paradise Youth Club (PYC) offers a complete variety of products, from tops, bottoms to accessories with unique design.The material used by PYC is heavyweight cotton, which is the best quality material in the cotton class.

A More Mindful Era
A More Mindful Era is a Jakarta-based brand whose designs emphasize liberty.It was the product of imagination, meticulous attention to detail, and a creative explosion.We obtain our ideas, patterns, and preferences from a wide variety of sources.
From basic concepts to diverse contexts that defy the imagination.AMME consists of individuals who fell in love with the enchantment of patterns, color combinations, and odd images.This affection has evolved into a desire to revitalize the local apparel scene.Price La Omvi partnership with local streetwear brands with a consignment and wholesale system so that La Omvi benefits from the special prices given as the brand's official retailer.With this, La Omvi can provide a lower selling price than product prices on the brand's official website, competitor stores, or other e-commerce.Place  2017), La Omvi can use a variety of omnichannel techniques to strengthen its competitive position and generate sales income.To begin, it is critical to integrate online and offline channels.La Omvi can create an easy-to-use e-commerce website where customers can explore and buy products, with the option of in-store pickup or home delivery.Customers may enjoy a consistent brand and shopping experience across several channels thanks to this seamless connection.
La Omvi can also take advantage of mobile technologies by designing a specific website.To encourage repeat purchases, the app can include tailored suggestions, unique offers, and a loyalty program.This channel allows La Omvi to reach out to clients on the go and improve their shopping experience.
Using social media sites is another excellent method.La Omvi may actively engage with customers on social media channels such as Instagram, Facebook, and TikTok, displaying new arrivals, behind-the-scenes content, and client testimonials.This increases brand awareness, traffic to online and offline stores, and customer loyalty.
La Omvi might also explore collaborations with complimentary businesses or influencers to broaden its reach and target new client categories.Joint promotional efforts, co-branded product releases, and cross-marketing initiatives are examples of collaborations.These collaborations increase brand awareness, attract new clients, and generate conversation about La Omvi's goods.

Phsycal Store
Ensure that the offline and online channels are seamlessly integrated.This includes synchronizing inventory management systems to provide accurate online and in-store product availability information.

Website
Integrate features that bridge the gap between online and offline purchasing.Offer in-store return, exchange, and retrieval options for online orders.Display real-time inventory data to prevent consumer dissatisfaction caused by out-of-stock items.Promote the online store using a variety of marketing channels, such as social media, email marketing, and in-store signage.Highlight the advantages of purchasing online, such as a larger selection of products, greater convenience, and access to special offers.Promote the offline store through online channels by highlighting in-store events, exclusive in-store experiences, and personalized grooming services.
Utilizing digital media as a promotional tool and also a place to sell.The latest features provided by social media today are able to provide this facility, such as Instagram with an Instagram shop, this feature allows business owners to upload photos on Instagram feeds and add product links to be able to check out directly on the brand's website.Create high-quality, visually enticing content that resonates with the intended audience.This includes showcasing the most recent fashion trends, highlighting new arrivals, showcasing customer testimonials, and providing insights behind the scenes of the brand's activities.Ensure that the brand's identity, values, and unique selling factors are effectively conveyed in the account profiles and visually represented through the account images.

CRM
Collect comprehensive consumer data via multiple touchpoints, such as the website, social media platforms, and in-store interactions.This information should include consumer contact details, purchase history, browsing behavior, preferences, and demographic information.Invest in a robust CRM system that integrates online and offline channels.The software should offer a centralized database for storing user data and facilitate communication across multiple channels.Analyze the collected customer data in order to segment the customer base according to demographics, purchasing behavior, preferences, and other relevant factors.This segmentation enables more targeted and personalized marketing efforts.Utilize consumer data and segmentation to personalize communications across multiple channels.Send targeted email campaigns, SMS messages, and push notifications that promote relevant products, discounts, and offers to specific consumer segments.Integrate loyalty

Figure 2
Figure 2 Omnichannel Framework Based on the Journal written by Payne, Peltier & Barger (2017), La Omvi can use a variety of omnichannel techniques to strengthen its competitive position and generate sales income.To begin, it is critical to integrate online and offline channels.La Omvi can create an easy-to-use e-commerce website where customers can explore and buy products, with the option of in-store pickup or home delivery.Customers may enjoy a consistent brand and shopping experience across several channels thanks to this seamless connection.La Omvi can also take advantage of mobile technologies by designing a specific website.To encourage repeat purchases, the app can include tailored suggestions, unique offers, and a loyalty program.This channel allows La Omvi to reach out to clients on the go and improve their shopping experience.Using social media sites is another excellent method.La Omvi may actively engage with customers on social media channels such as Instagram, Facebook, and TikTok, displaying new arrivals, behind-the-scenes content, and client testimonials.This increases brand awareness, traffic to online and offline stores, and customer loyalty.La Omvi might also explore collaborations with complimentary businesses or influencers to broaden its reach and target new client categories.Joint promotional efforts, co-branded product releases, and cross-marketing initiatives are examples of collaborations.These collaborations increase brand awareness, attract new clients, and generate conversation about La Omvi's goods.1.Phsycal StoreEnsure that the offline and online channels are seamlessly integrated.This includes synchronizing inventory management systems to provide accurate online and in-store product availability information.2.WebsiteIntegrate features that bridge the gap between online and offline purchasing.Offer in-store return, exchange, and retrieval options for online orders.Display real-time inventory data to prevent consumer dissatisfaction caused by out-of-stock items.

Figure 3 .
Figure 3. La Omvi's Website Progress 3. Digital AdvertisingPromote the online store using a variety of marketing channels, such as social media, email marketing, and in-store signage.Highlight the advantages of purchasing online, such as a larger selection of products, greater convenience, and access to special offers.Promote the offline store through online channels by highlighting in-store events, exclusive in-store experiences, and personalized grooming services.Utilizing digital media as a promotional tool and also a place to sell.The latest features provided by social media today are able to provide this facility, such as Instagram with an Instagram shop, this feature allows business owners to upload photos on Instagram feeds and add product links to be able to check out directly on the brand's website.

Figure 4 .
Figure 4. Instagram Shop Source: Aries Arise, 2023 4. Social MediaCreate high-quality, visually enticing content that resonates with the intended audience.This includes showcasing the most recent fashion trends, highlighting new arrivals, showcasing customer testimonials, and providing insights behind the scenes of the brand's activities.Ensure that the brand's identity, values, and unique selling factors are effectively conveyed in the account profiles and visually represented through the account images.5.CRMCollect comprehensive consumer data via multiple touchpoints, such as the website, social media platforms, and in-store interactions.This information should include consumer contact details, purchase history, browsing behavior, preferences, and demographic information.Invest in a robust CRM system that integrates online and offline channels.The software should offer a centralized database for storing user data and facilitate communication across multiple channels.Analyze the collected customer data in order to segment the customer base according to demographics, purchasing behavior, preferences, and other relevant factors.This segmentation enables more targeted and personalized marketing efforts.Utilize consumer data and segmentation to personalize communications across multiple channels.Send targeted email campaigns, SMS messages, and push notifications that promote relevant products, discounts, and offers to specific consumer segments.Integrate loyalty

Table 2 .
SegmentationLa Omvi segmentation is divided into four variables, namely demographic, geographic, psychographic and behavorial.The demographic segment is taken based on the results of a market survey conducted on 143 respondents and the database owned by La Omvi.The targeted psychographic segmentation is the MAC social class (middle class and affluent consumer) or a mix of middle class and affluent social classes.Currently, it is predicted that each year there will be 8 to 9 million new middle class people.