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.

-Customer engagement: Distribution channels allow organizations to collect feedback, answer questions, and personalize experiences. Companies can create memorable brand experiences by putting marketing communication elements into distribution channels, such as product displays, packaging, point-of-sale materials, or interactive technologies. -Chanel partner and collaboration: Retailers, wholesalers, and distributors collaborate in distribution networks. IMC strategies must link communication goals with channel partners. Channel partners may effectively communicate the brand's value offer to customers by receiving consistent messaging, promotional support, and training. Collaboration improves brand consistency and consumer experience. -Feedback and market intelligence: Distribution channel provide market intelligence and feedback. Customers, channel partners, and intermediaries provide consumer preferences, purchasing behavior, and market trends. Feedback can improve IMC targeting, messaging, and channel selection.

Brand Awareness VS Customer Purchase
Awareness of a brand is essential for influencing consumer decisions and ultimately generating sales (Shahid, 2017). Consumers are more likely to buy products from brands with which they are familiar and have positive impressions. An increase in market share, profits, and shareholder value can result from building a strong brand with high recognition. Effective advertising, promotions, and sales can all increase brand awareness. As stated in, even if consumers desire to purchase a particular product, brand recognition will remain the most significant and influential factor in their purchase decision. Therefore, it is essential for businesses to prioritize developing and maintaining brand awareness in order to increase sales.

Customer Journey
The customer journey is the whole of a customer's interactions with a company. It covers everything from product awareness and consideration to purchase, post-buy support, and continuing involvement (Bodine & Manning, 2012).

AIDA Formula
The AIDA formula is considered a structured approach to crafting marketing communications that are impactful and persuasive (Belch & Belch, 2007). The acronym AIDA denotes Attention, Interest, Desire, and Action, which outlines a hierarchical model of effects that a communication message ought to strive to attain. Below is a comprehensive analysis of each individual stage: 1. Attention: The first step in the AIDA formula is to capture the audience's attention. 2. Interest: Once you have the audience's attention, the next step is to generate interest in your product or service. 3. Desire: The third step in the AIDA formula is to create a desire for your product or service. 4. Action: The final step in the AIDA formula is to prompt the audience to take action. This can be done by including a clear call-to-action that directs the audience to do something, such as buy your product, sign up for your service, or visit your website.
Five A of customer Journey Path the "Five A's" in marketing. This paradigm is centered on each stage the customer experiences while interacting with a product or service (Mahayanti, 2022). The Five A's generally consist of: 1. Awareness: At this stage, potential clients are made aware of a product or service. In order to generate interest and draw attention, it involves marketing operations including advertising, public relations, and content marketing. 2. Attraction: The second phase is to entice clients to a product or service after they have learned about it. Convincing message, distinctive value propositions, and convincing marketing strategies can help with this. The objective is to appeal to the target market with the product or service. 3. Acquisition: During this phase, possible customers who are interested are turned into paying customers. It could involve doing things like buying something, subscribing to something, or starting a business deal. The conversion process will be seamless and enjoyable, with that being the main goal. 4. Activation: Following acquisition, the activation stage seeks to guarantee that users begin utilizing the product or service successfully and onboarding goes without a hitch. In this phase, the emphasis is on promoting the customer success, offering the required direction, and addressing any first challenges or queries.  5. Advocacy: The last step of the customer journey is advocacy, where happy consumers turn into brand ambassadors and spread the word about the good or service to others. Excellent customer service, loyalty programs, referral rewards, and a great customer experience overall may all generate advocacy.

Customer Relation Management
In the realm of Customer Relationship Management (CRM), the term "customer relations" pertains to the various forms of communication, transactions, and associations that take place between a business entity and its customers (Buttle, 2015). Customer relationship management (CRM) refers to the various strategies and approaches utilized by businesses to establish, sustain, and improve connections with their customers (Buttle, 2015).

RESEARCH METHODOLOGY Data Collection Method
Gather information that will be useful in addressing the research questions and achieving the study goals. Based on the research concept, the type of data required, the resources available, and the ethical issues involved, the data collection methods are chosen (Creswell, 2014).
In this case the author obtains data from within the company directly by interviewing employees and the owner and observing via social media. Thus the data which the authors get are primary data and secondary data. To ensure a representative sample, the author will randomly select employees from different departments and random targeted customers. These individuals can provide valuable insights into their experiences with Hijab Sabine's. To gather more in-depth information, the author will conduct interviews with a subset of the respondents. These interviews will be semi-structured, allowing for open-ended questions and follow-up probing to gain a deeper understanding of their perspectives. Primarily, the goal is to obtain a diverse and representative sample of respondents to provide a comprehensive analysis of Hijab Sabin's brand image and sales.
The purpose of the data analysis approach is to interpret the gathered data and provide answers to the research questions. The research strategy will determine the data analysis approach used (Creswell, 2014).
In this part the author will analyze the data qualitatively. The purpose of qualitative data analysis is to understand nonnumerical data and to find themes, patterns, and classifications within the data by doing an in-depth interview. Typically, there are 5-25 people involved in an in-depth interview (Creswell, 2014). Content analysis, rooted theory, and discourse study are common methodologies used in qualitative data analysis. The Hijab Sabine management team and targeted customers will be interviewed for this research.
1. Hijab Sabine Internal Management: Interviews will include conversations and perspectives from the internal management team. Stakeholders include the owner, marketing manager, sales manager, and others in total are 2 interviewees. These interviews will reveal the brand's USPs, competitive advantage, and marketing resources. Hijab Sabine Targeted Customers: The interviews will also include in-depth discussions with the targeted customers and 2. existing customer with total interviewee are 10 person. Hijab-wearing ladies interested in women's fashion will be interviewed for this brand. These interviews seek feedback on brand impression, purchasing behavior, preferred communication methods, and buying influences. These interviews will assist the IMC approach reach and engage the target audience, increasing sales.

Data Analysis Method
The purpose of the data analysis approach is to interpret the gathered data and provide answers to the research questions. The research strategy will determine the data analysis approach used (Creswell, 2014). The author conducted an analysis and categorized it into two types: external analysis and internal analysis. The external analysis included PESTEL analysis, customer analysis, competitor analysis, and Porter's Five Forces analysis. During the internal analysis, the author performed various analytical techniques such as STP analysis, 4P Marketing mix analysis, VRIO analysis, and an evaluation of the current Business Model Canvas of Hijab Sabine.
Political factor: Government laws and regulations affect the apparel industry. Trade, taxation, labor, and import-export legislation can affect business operations and profitability. Indonesia hiked textile and garment import taxes in 2021 to safeguard domestic businesses. This move raised production costs and limited access to competitively priced materials for local brand apparel firms. Economic factor: COVID-19 and economic woes lowered Indonesian consumer morale. Consumer caution and low confidence cost local fashion brands sales and spending. Despite the economy's recovery, Indonesia's middle class and disposable income have grown. Local garment brands now have more customers, improving sales and market growth. Indonesia's increasing economy boosts fashion consumption and discretionary income. Local clothing brands have benefited from this trend. Covid-19 benefited and hurt online enterprises. Retail and online sales effect local clothing brands. Online shopping and retail expansion boost sales and market penetration. Indonesian e-commerce has grown due to online buying platforms and consumer demand. Local brands can now sell nationwide.
Social factor: COVID-19 boosted Indonesia's online retail. Local fashion brands with strong online presences and effective delivery systems sustained sales and consumer involvement during lockdowns and other limitations. Social media, influencer culture, and COVID-19 technology have transformed brand discovery and engagement. Influencers and social media raise brand awareness. Indonesians value eco-friendly and sustainable fashion. Socially conscious consumers buy local clothing labels that promote ethical manufacture, ecological sourcing, and eco-aware communication. Local brand garment makers are known for their CSR, community support, and ethical labor standards. Responsible consumers like this. Indonesia's rich cultural past makes traditional clothing popular. Local brands that incorporate traditional textiles, themes, or crafting processes attract culturally authentic customers.
Technological factor: Local brand apparel firms need social media and digital marketing. Social media can reach more people, develop compelling content, and establish their online presence. Local brand apparel firms can advertise their items, communicate with customers, and market niche on social media. Digital marketing helps companies reach and retain customers. Customer data and data analytics can reveal consumer behavior, tastes, and market trends. Local garment brands can utilize data analytics to understand client preferences, estimate demand, and modify products. Customer insights allow businesses to tailor marketing and offer products that fit customer needs.
Environmental factor: Environmental sustainability and consumer desire for eco-friendly products affect local brand clothes. Ecofriendly products and practices can enhance brand recognition and attract eco-conscious customers. Businesses that use recycled or organic materials, eco-friendly production methods, and ethical sourcing have an edge. These enterprises satisfy consumers' green preferences. Fashion firms can reduce textile waste, increase recycling, and find new ways to reuse or upcycle materials. These efforts promote circular, sustainable production. Legal factor: Product descriptions, pricing, and customer service are protected by Indonesian consumer legislation. Local clothing makers must follow these laws to avoid controversy and keep clients. Local brand apparel companies must obey advertising and marketing laws to be honest, moral, and industry-compliant. Indonesia controls advertising for consumer protection and fairness. Local brand apparel companies must follow these laws in their advertising and marketing.

Porter's 5 Forces Analysis
Porter's 5 Forces A tool for analyzing the competitive factors that affect industry profitability is Porter's 5 factors analysis (Porter, 1980 This represents the level of competitiveness between the industry's current businesses. The profitability of an industry declines as competition intensifies. There are numerous well-known Muslim women's clothing brands in Indonesia, which suggests there is fierce competition. Hijab Sabine can use its integrated marketing communications strategy to generate brand awareness, develop a captivating message, interact with customers through numerous channels, and provide a distinctive value proposition in order to stand out from the competition. Hijab Sabine can keep a competitive edge and entice new customers by consistently inventing and staying ahead of rivals.

Customer Analysis
In order to identify the most lucrative client categories and create marketing strategies that cater to their demands, customer analysis is a crucial part of marketing strategy (Kotler, 2006). It entails gathering and analyzing data on consumer demographics, behaviors, wants, and preferences. To compile the data, the author used some in-depth interviews and netnography analysis to target loyal customers of Hijab Sabine.
Interviewees' stakeholder interactions. Customer interviews and social media research established Hijab Sabine's target demographic. Urban and suburban 27-50-year-old women are the population. Hijab Sabine targets compact, fashion-conscious, quality-conscious individuals. Consumers choose sustainable, ethical products. Hijab Sabine will market to its demography. The headscarf that combine style, comfort, and adaptability allow the individuals in concern to express their individuality while adhering to modest fashion. Hijab Sabine customers want high-quality fabrics that last and breathe, as well as a variety of patterns and colors to match different outfits and events. These preferences will guide Hijab Sabine's product development and assortment planning to meet its target audience's needs.
Customer journey mapping taught the author about touchpoints and stages. Consumer decision-making encompasses discovering, assessing, buying, and commenting on the experience. Author identified touchpoints. Social media, online stores, physical stores, customer service, and influencer referrals are touchpoints. Hijab Sabine may increase customer happiness and loyalty by understanding the client journey and providing a seamless and consistent experience at every touchpoint.  Positioning: Entails developing a unique value proposition that differentiates the product or service and appeals to target buyers. Hijab Sabine markets itself as a no-frills modern label that provides women with stylish, high-quality, and modest clothing options in an effort to foster acceptance, empowerment, and self-assurance.

4P Marketing Mix Analysis
The 4Ps of marketing, generally known as the essential components of the marketing mix, form the marketing mix and help companies create effective marketing strategies that meet customer needs (Kotler, 2006

Product
The good, service, or concept that a business gives to its clients is known as the product. It consists of features, design, quality, branding, and packaging (Kotler, 2006).
Hijab Sabine has provided a range of merchandise including blouses, shirts, tunics, long shirts that extend to the base of the knees, women's robes, headscarves, and prayer-related items since its inception. The brand Hijab Sabine exhibits a distinctiveness in its production of motifs, which are based on the brand's desired characteristics. Specifically, floral patterns are utilized in combination with pastel hues. In 2022, Hijab Sabine introduced monogram motifs to align with prevailing fashion trends, thereby augmenting the brand's distinctiveness. Hijab Sabine selects lightweight materials that impart a cool sensation, as they are well-suited to the prevailing climate in Indonesia. In addition, Hijab Sabine provides a variety of products that are suitable for travel, including compact prayer kits and lightweight garments in neutral hues. The subsequent elements are noteworthy distinguishing features of Hijab Sabine in comparison to other brands.

Price
Price is how much a buyer pays for a product or service. The price plan, promotions, payment terms, and other factors affect the product's perceived worth (Kotler, 2006). Hijab Sabine's pricing strategy is determined by the cost of fundamental materials involved in the manufacturing process, while also incorporating the worth of genuine personalized patterns offered by the brand. Nevertheless, these prices have been modified to align with those of rival companies.

Place
Distribution describes how a thing is sold. Distribution channels include physical stores, internet marketplaces, and others (Kotler, 2006).
The outcomes of the interviews conducted with both internal and external stakeholders of Hijab Sabine have indicated a positive reception towards the brand. Additionally, respondents expressed a desire for increased product offerings and wider availability of retail locations across various distribution channels. At present, Hijab Sabine lacks a diverse range of distribution channels. With respect to the aforementioned observation, it can be inferred that the process of brand awareness is impeding the process of purchasing goods.

Promotion
Promotion is how a business persuades its target market to buy its products or services. It includes sales promotions, public relations, personal selling, and others (Kotler, 2006).
According to the findings of online observation and internal interviews, it appears that Hijab Sabine's promotional activities are primarily focused on e-commerce campaigns, such as the twin date campaign. In terms of offline promotions, the company seems to rely solely on simple price discounts, without any associated campaign. Table III. VRIO Analysis of Hijab Sabine

VRIO Analysis
The present analysis pertains to the internal and external interviews, as well as social media observations, conducted on Hijab Sabine. The objective is to determine the sources that can potentially generate a sustainable competitive advantage. As follows: Exclusive supplier: Hijab Sabine works with a reputable textile business as its exclusive provider. Hijab Sabine receives materials not available on the market through a contract. Hijab Sabine's in-house printing partner lets the brand create bespoke digital prints for every collection's patterns without limits. Hijab Sabine owns non-conventional quality tailors. This can help with custom sizes and stocking. Strong customer loyalty: Influencer Susan Emir founded Hijab Sabine. She has a large following that like his humility and friendliness. The fact that Sabine hijab stuff relies on Susan Emir's fans affects sales. Hijab Sabine also has a high customer retention rate due to its high quality. Established distribution network: Hijab Sabine's distribution system is highly scalable and adaptable to accommodate changing economic operations. The system can adapt to changing market needs and handle rapid growth. Our network can handle seasonal demand spikes and consumer preferences.

T.O.W.S Matrix
The TOWS matrix exploration will enable Hijab Sabine link internal strengths with external influences, enabling informed decisions and effective brand IMC strategies. It shows the position's market position and identifies strategic opportunities and threats. Hijab Sabine has the potential to strategically leverage its internal capabilities to capitalize on external opportunities, while simultaneously addressing any internal limitations and minimizing potential external challenges. The implementation of an integrated marketing communications strategy can aid in the enhancement of a brand's competitive advantages, expansion of its market reach, and augmentation of revenue streams.

STP
Through the adoption of the new STP strategy, Hijab Sabine can proficiently concentrate on and accommodate the requirements and inclinations of its distinct customer segments, thereby establishing itself as a reliable and coveted brand within the industry. Segmentation: Geographic: Urban and suburban regions, with a specific emphasis on metropolises that have a significant Muslim populace and a robust inclination for modest fashion. Through the adoption of the new STP strategy, Hijab Sabine can proficiently concentrate on and accommodate the requirements and inclinations of its distinct customer segments, thereby establishing itself as a reputable and coveted brand within the marketplace.

4P Marketing Mix
Product: -The company's product strategy involves maintaining a diverse selection of women's clothing items, such as hijabs, dresses, tops, and accessories, that are both fashionable and of superior quality. -Frequently introducing novel product variations and designs is imperative to accommodate evolving customer inclinations and fashion trends. -Highlight the company's dedication to sustainable and ethical sourcing methodologies, targeting consumers who prioritize environmental responsibility. -To cater to the demands and inclinations of customers, it is recommended to augment the product specifications by furnishing comprehensive details regarding the fabric composition, size alternatives, care instructions, and styling recommendations. Price: -In terms of pricing, it is recommended to uphold competitive pricing strategies that provide customers with value for their money, thereby appealing to those who are particularly price-sensitive. -Regular pricing analysis should be conducted to ensure that the pricing strategy remains competitive in the market. This analysis should take into account various factors, including production costs, competitor prices, and perceived value. -To stimulate demand and drive sales, it is recommended to implement promotional pricing strategies during seasonal sales, holidays, or special events. -To stimulate upselling and augment the average transaction value, it is advisable to provide package deals or reduced prices on multiple purchases. Place: -The strategic approach to enhance the distribution channels involves the optimization of online marketplaces and collaboration with local boutiques to extend the outreach to a broader spectrum of customers. -To enhance the brand's visibility on curated fashion e-commerce platforms such as Hijup, it is recommended to consider collaborating with other fashion influencers or online retailers. -The objective is to enhance the e-commerce platform of the brand by optimizing the website's functionality to ensure a smooth and hassle-free shopping experience for customers. This includes implementing user-friendly navigation, secure payment options, and efficient order fulfillment processes. -It is advisable to contemplate the prospect of establishing brick-and-mortar retail outlets in strategic areas or taking part in fashion events and exhibitions as a means of augmenting brand exposure and fostering direct customer interaction. Promotion : -the formulation of a comprehensive social media strategy aimed at enhancing brand recognition, fostering engagement with the intended audience, and facilitating customer acquisition. -Engage in partnerships with prominent individuals in the fashion industry, including influencers, fashion bloggers, and hijabi fashion icons, in order to exhibit Hijab Sabine merchandise and generate excitement surrounding the brand. -Execute focused digital marketing initiatives, comprising of banner ads, pay-per-click advertising, and social media promotions, to effectively target distinct consumer demographics. -Utilize content marketing strategies such as blogging, video creation, and tutorial development to furnish customers with informative insights, styling recommendations, and motivational content. -Employ email marketing strategies to cultivate customer connections, disseminate information on product enhancements, and provide access to exclusive incentives. -One strategy to foster customer loyalty and promote word-of-mouth referrals is to establish loyalty programs or referral incentives that provide rewards for repeat purchases and referrals.
Through the implementation of this marketing mix, Hijab Sabine can strategically position itself within the market, expand its customer reach, and bolster its sales figures. Prioritizing product quality, competitive pricing, diversified distribution channels, and targeted promotions can effectively bolster brand recognition, customer involvement, and ultimately foster brand expansion and prosperity.

Business Model Canvas
As Author showed current BMC above, herewith the proposed BMC to support new strategy for the company: Key Partnerships: -The company serves as the sole supplier partner for products that are distinguished by their superior quality and distinctiveness.
-High-quality, exclusive source. For brand awareness, collaborations with selected fashion e-commerce platforms, shops, and influencers. Key Activities: -Designing and developing trendy women's clothing.
-Production and quality control for high-grade items.
-The implementation of marketing and advertising initiatives aimed at enhancing brand recognition and fostering interaction with the intended demographic. -Management of distribution and logistics to guarantee efficient product delivery. Key Resources: -A marketing team with the expertise to devise and implement effective marketing strategies.
-Designers and fashion specialists will develop appealing and fashionable product variants. -Modiste and seamstresses to maintain production process control and ensure product quality.
-Online visibility and sales are supported by e-commerce platforms and websites. Value Proposition: Hijab Sabine's customers benefit from several factors. First, the brand offers stylish, high-quality women's clothing for varied tastes. Hijab Sabine keeps its products trendy and enticing by staying ahead of fashion trends. Second, the brand's competitive cost makes stylish, modest clothes affordable. Thirdly, Hijab Sabine's user-friendly website and safe payment methods let clients to shop from home. The brand also promotes sustainability and ethical sourcing, appealing to eco-conscious fashionistas. Finally, Hijab Sabine prioritizes personalized client care and assistance to develop long-term partnerships. Hijab Sabine hopes to become a trusted brand among metropolitan women seeking modest and trendy clothes through these value offerings. Customer Segments: Hijab Sabine's value offer targets many customer segments. First, the brand targets urban and suburban Jakarta Selatan ladies who want trendy and modest clothes. Hijab Sabine offers fashionable modest clothing based on the newest fashion trends. Second, the brand targets budget-conscious shoppers who want fashionable clothes. Hijab Sabine makes trendy clothes affordable by delivering low rates. Finally, the brand attracts eco-conscious shoppers who value ethical fashion. Hijab Sabine's sustainable and ethical sourcing procedures appeal to discerning consumers and eco-fashionistas. Hijab Sabine wants to become a go-to brand for contemporary and sustainable women's apparel by targeting these customer demographics and meeting their needs. Customer Relationships: -Customer service that is personalized to foster relationships and brand loyalty.
-A compelling social media presence to interact with consumers and respond to their questions.
-Fast order inquiry and problem resolution. Channels: -E-commerce platforms such as Hijup, the brand's proprietary website, and affiliated stores serve as conduits for online sales.
-Social media sites like Instagram and Facebook are used to promote brands and get people interested in them.
-There are physical shops and pop-up booths at fashion events to sell clothes and get the word out about the brand. Revenue Streams: -Online and offline channels revenue streams -The utilization of bundle deals and promotions presents prospects for upselling and cross-selling.
-Possible sources of income include revenue generated from partnerships and sponsored content featuring influencers. Cost Structure: Business operations cost Hijab Sabine. These include product development and design costs for innovative, trendy clothes. Quality materials and efficient manufacturing require production and sourcing costs. Promoting the brand and reaching the target audience through numerous media requires marketing and advertising expenses. To provide a safe, user-friendly shopping experience, website maintenance and hosting expenditures are incurred. Operational expenditures include rent, utilities, and staffing for storefronts and pop-up booths. Hijab Sabine can keep its business profitable and provide excellent products and services by properly managing these expenditures.

Figure V. Proposed BMC of Hijab Sabine
To distinguish between current and proposed BMC, the author uses pink for current BMC that will be maintained and orange for proposed points.