Indonesia's modest fashion industry has evolved since the establishment of the "Hijabers Community" in 2010, with the majority Muslim population representing 87%. The surge in demand for modest apparel during religious events like Ramadan and Iedul Fitri offers opportunities for modest clothing brands to improve marketing efforts and offer special promotions. Digital platforms like Instagram and TikTok are promising for building modest clothing brands in Indonesia.

The growing number of users on social media, particularly women, and the development of modest/islamic fashion clothing make online marketing and selling dresses and hijabs a trend. However, challenges such as the Covid-19 pandemic have impacted the industry, with revenue dropping and major brands closing stores. Effective marketing strategies, especially on social media, are crucial for modest clothing brands to bounce back after the pandemic and in a tight competition.

Bytwin by Ian, an Indonesian modest and islamic clothing online brand, has been selling products since 2016. The company offers a range of plain dresses, pattern dresses, hijabs, skirts, tunics, and pants. Sales are primarily through direct chats and e-commerce platforms like Shopee, TikTokshop, and Tokopedia. Bytwin by Ian's logo is attached to their products and is primarily sold on Instagram. 

The company operates with a one-man management style, with the owner being responsible for strategic decisions, production planning, content planning, and managing employees. The company has a simple organizational structure, with four employees for daily operational tasks and one person responsible for admin/customer service, content making, live hosting, warehouse, and packing. The company's vision and mission are to be the go-to place for fashionable and Islamic clothing, while maintaining quality and innovation.

Bytwin by Ian, a modest fashion business, is facing declining revenue and weakened marketing tools due to the rapid changes in social media trends. The business has fluctuated in sales and overall growth since its launch until 2019, but has experienced a decline in revenue since 2022 until 2023. The company is currently facing issues such as piling dead stocks in the warehouse, declining revenue, late joining trends, and ineffective marketing ads. The research will focus on improving marketing advertisements and reaching the target.

Figure 1 Reach and Profile Visits comparation in 2022 and 2023

(source: Bytwin by Ian meta-analytics)

The graph above shows a 5.8% decrease in Instagram reach and 95.3% decrease in Facebook reach between 2022 and 2023. Instagram experienced a 33.4% decrease in profile visits, while Facebook saw a 469.3% increase. The research focuses on Instagram content, as the number is more significant than Facebook.

The majority of followers are millennials, aged 25-34, and 96.9% women. The majority of followers are located in Jakarta, followed by Bandung, Surabaya, Banyumas, and Medan. The most followers are located in Jakarta. The company faces challenges in running an online business, such as constantly changing algorithms, intense competition, and low sales impact on advertisements. To improve, Bytwin by Ian must find an effective and efficient strategy to achieve sales and marketing targets.

Research Questions

• What are the factors that affect Bytwin by Ian impression and reach on Instagram?

• What is the social media content type to focus on Instagram?

• How can Bytwin by Ian improve the marketing strategy to achieve   target?

 Research Objectives

• To identify the declining impression and reach on Instagram and its low awareness.

• To find out the best type of content that attract potential customers and new followers.

• To create a better strategy to achieve sales target and profitability.

   

   Research Scope and Limitation

• The business issue explanation elaborates the situations in Bytwin by Ian as small medium online fashion business.

• The research will limit data collection on the online questionnaires to Bytwin by Ian existing customers and potential customers only. 

• This research will limit to aim for market strategy for Bytwin by Ian on Instagram platform only.

• The framework used for the research is based on theory and concept of internal and external factor analysis of Bytwin by Ian.

• This study research aims to create the marketing strategy implemented in a plan to improve both engagement and sales in Bytwin by Ian

Root Cause Analysis

Table 1. 5 Whys Table Analysis (Source: Author’s Analysis)

Bytwin by Ian is experiencing declining revenue since 2022 due to social media content shifts, market weakened purchasing power, late entry into video content trends, and less attractive content, particularly in modest fashion post-Covid.

Digital Marketing Communication Models Literature Review

Visser et al (2021) highlight the importance of digital marketing communication in attracting new customers, with pricing and online sales being crucial components. The RAIA model will be used for this research.

RAIA Model

The RAIA model is used in digital marketing to reach and convince target audiences to visit online sellers, utilizing paid, earned, and owned media, along with offline communication. The ultimate goal is to generate sales, with conversion divided by two type: Soft conversion, involves intermediary actions like clicking on ads or visiting websites, often involving multiple soft conversions to achieve hard conversion, such as reading messages, watching videos, using search engines, and clicking links; Hard conversion, as the sales generated by customers after the digital marketing attempt is being made.

Figure 2 The RAIA Model (Visser et al, 2021)

Reaching the target audience involves posting a video on social media, attracting their attention (attention), and ensuring they stay engaged (interest). Activation involves motivating them to visit the website and follow through with the digital marketer's required actions  (Visser et al, 2021).

Business Situation Analysis Literature Review 

In this research, the analysis of the business situation is divided into two, internal and external analysis. Internal Analysis that are used in this research are STP (Segmentation, Targeting, Positioning) Analysis, and Marketing Mix Analysis. And for External Analysis the author used Competitor Analysis.

STP (Segmentation, Targeting, Positioning) analysis is a marketing strategy used by businesses to target, segment, target, and position their products to meet diverse consumer needs and preferences (Kotler et al 2005). 

Kotler et al (2017) define the marketing mix as a combination of controllable tactics used to increase demand for a product. The four Ps (product, promotion, price, place) are key variables in this mix. An effective marketing program integrates these elements to achieve business goals, creating a strong, targeted market positioning.

This research uses a Competitor Analysis framework to identify key competitors, assess their objectives, strategies, strengths and weaknesses, and reaction patterns. The process involves identifying competitors, collecting information about them, assessing their strategies, strengths, and weaknesses, and creating a competitor matrix for easier comparison and analysis.

Product Life Cycle (PLC) Strategy Literature Review

The Product Life Cycle (PLC) strategy literature review outlines five stages: product development, introduction, growth, maturity, and decline. Each stage involves a product's sales and profits over its lifetime.

Figure 3.2 Product Life Cycle (source: Kotler in Hrdličková et al, (2019))

By identifying which stage the product is at, we could determine what strategy is best to maximize the marketing effect to sales. Above is also attached the summary table of product life cycle on each phase and the characteristics, marketing objectives, and strategies.

Conceptual Framework

Figure 3. Conceptual Framework (Author’s Analysis)

This research study aims to analyse the declining reach and impression of Bytwin's Instagram page, resulting in decreased sales. It will identify significant factors and formulate a marketing strategy to improve performance, increase soft conversions, and increase sales revenue.

RESEARCH METHODOLOGY

Kumar (2010) emphasizes the importance of a research design for valid, objective, and efficient research. This research will use a quantitative methodology, using surveys to gather data from existing and potential customers of Bytwin by Ian, via online questionnaire. For the marketing strategy, will be defined by qualitative analysis based on the data survey obtained.

Data Collection

This research will use both of primary and secondary data. The primary data will be collected via questionnaire. A written list of questions with recorded responses from respondents makes up a questionnaire (Kumar, 2010). The author uses a non-probability approach and convenience sampling to collect data from convenient sampling in the population. The author spread the questionnaire in Google Forms to both existing and potential consumers of Bytwin by Ian. The criteria of the respondents will be:

• Female 

• Aged 18-64 years old

• Have an Instagram account

• Have interest in modest dress clothing

The secondary data, such as tables or diagrams that is shown in this research, and Bytwin by Ian internal data also used to support the analysis.

After obtaining primary data from questionnaire, the next step is to process the data with quantitative method. In this research, author will use ANOVA (Analysis of Variance) as the tool. It facilitates in determining the impact of the independent variable (marketing plan) on the dependent variable (consumer response). After the results of the data collection is done, the marketing strategy for Bytwin by Ian can be analysed and formulated with several framework and can provide an implementation plan.

In this data collection process, the questionnaire will be given to customers and potential customers and will be analysed into better marketing strategy of Bytwin by Ian. (Appendix)

Data Analysis

The author conducted the survey via online questionnaire that is filled by total of 294 respondents. The goal of this survey to obtain the valid data and analysed into a better marketing strategy, understanding the demographic, and to identify the reason of declining Instagram impression and reach of Bytwin by Ian. This study will use single factor ANOVA (Analysis of Variance) and SPSS as the tool.

Validity

According to Creswell and Creswell (2022), the data obtained (in this case is from questionnaire) should reflect reliability to show the internal consistency, the degree to how the sets of variables on an instrument behave in the same way, this refers to reliability term. This is significant because the items on the instrument scale should have appropriate intercorrelations as they should be evaluating the same underlying construct.

Figure.1.1 Reliability Test of Data Obtained by Questionnaire

Based on Creswell and Creswell (2022), the internal consistency of a scale is measured by a Cronbach's alpha (α) value, which has an ideal range of 0.7 to 0.9. α values vary from 0 to 1. After the 16 variables of the data is analysed through SPSS, the number of Cronbach alpha is 0.900, therefore it is reliable enough to proceed.

Survey Results

The research focuses on the demographics of the respondents, with women being the only gender. The majority of respondents are aged 25-34, with 146 respondents (49.66%) from Jabodetabek. Most respondents are housewives, with 40.82% from Ibu Rumah Tangga. The majority are married, with 80.27% married, and 58 singles. The income range is dominated by Rp. 0 – 1,500,000, followed by Rp. 3,500,000 to Rp. 5,000,000. 

Shopee is the most frequently used online shopping platform, followed by WhatsApp, Tokopedia/TikTokshop, Instagram Direct Message, and Website. Most customers discovered Bytwin by Ian through Instagram explore, word of mouth, Instagram/Facebook ads, and endorsements from influencers. The majority of respondents follow @bytwin.ian on Instagram, with 280 respondents (95.24%) following the brand.

The majority of respondents (65.65%) follow Instagram pages of online brand shops to browse products before making a purchase decision. The most popular reasons for following an Instagram page are browsing products before making a purchase. For the sizing of the dress relatively distributed equally. The most common price for modest dresses is Rp. 151.000 – 175.000, followed by Rp. 176.000 – 199.000, Rp. 100.000 – 150.000, and Rp. 200.000 – 250.000. 

Comfortable textiles are the main factor for purchasing modest dresses, followed by affordable price and favorite color. Discounts, launching product promos, fast shipping, and wearing by celebrities are also popular factors.

The most interesting content on Bytwin by Ian's page is photo posts worn by models, reels, giveaway programs, quotes/storytelling, and live sales. Most respondents prefer simple designs with A line. The least interesting content is content with not neatly ironed clothes, repeatedly posted old products, and products with bright colors. Cotton textiles are the most preferred for modest dress products, such as Toyobo Cotton, Rayon/Viscose Cotton, and Madinah Cotton being the most popular.

ANOVA Analysis

One-way analysis of variance (ANOVA) is a statistical method used to compare means of multiple groups or populations, focusing on the impact of an at-least interval dependent variable (Zikmund and Babin 2010).

Table.1.1 ANOVA Analysis Results

The independent variable in this analysis is the purchasing frequency, “Have you ever purchased from Bytwin by Ian more than once? (Scale 1-5, from never to loyalty customer)”. In this research, we are using 95% confidence and 5% of error. The p-value of the significance must be lower than 0.05 to be defined as significant.

The study reveals significant differences in the frequency of Bytwin by Ian posts on homepage feeds, interest ratings, and the clarity of product information. It also shows that customers find their favorite modest dress more easily based on purchasing frequency. The design alignment with current hijab fashion also varies based on purchasing frequency. The willingness to promote the brand voluntarily varies based on purchasing frequency. The posts provide valuable information and insights to followers, with some users saving content for future purchases. The admin's kind and warm response also affects the likelihood of contacting the brand. The affordability of the modest dress varies based on purchasing frequency. The frequency of giveaway posts and the frequency of visiting the Bytwin profile also vary. However, no significant differences were found in the tendency to consider buying after asking the admin based on purchasing frequency.

Loyal customers see posts more frequently, suggesting that increasing visibility and targeting less frequent buyers could boost reach. Content attractiveness is crucial for maintaining interest and converting sales. Clear, informative posts are important, and Bytwin by Ian's designs should align with modest fashion trends. Encouraging testimonials and reviews, providing educational content, and maintaining friendly service admins are essential. Competitive prices and regular giveaways also boost engagement. Creative and engaging content drives audiences to visit the profile, especially those with purchase intentions.

RAIA Model Analysis and Strategy

The Likert Scale data will be analyzed using the RAIA (Reach, Attention, Interest, Activation) Model, with the independent variable being "Have you ever purchased Bytwin products for more than once?" and the dependent variables being responses to quantified questions about the frequency of individual purchases by Ian.

• Reach

The “reach” phase is the parameter about how Bytwin posts will be seen on the feed of audiences. Variables on this phase analysis:

• Frequency of seeing Bytwin by Ian posts on the home page feed.

• Frequency of seeing Bytwin by Ian giveaways in the feed.

The strategy aims to increase the frequency of brand posts on audiences' feeds, resulting in stronger reach and increased familiarity. Bytwin plans to increase content quality, create consistent posting frequency, and use trending hashtags to increase brand discoverability. Additionally, Bytwin plans to collaborate on giveaways to increase participation and reach. Bytwin's goal is to create content that is trendy, relatable, and informative, while maintaining a consistent posting frequency. By incorporating these strategies, Bytwin aims to increase brand visibility and reach, ultimately boosting its brand's visibility and familiarity.

• Attention

After the message have been seen by the audiences, it requires “attention” to make the people learn more about the page of Instagram presence. In this phase, the variable that is used to assess their attention is as follow:

• Interest level in Bytwin by Ian's feed.

• Alignment of Bytwin by Ian designs with current hijab fashion trends.

Bytwin should enhance its visuals to be more professional and visually appealing. They should also provide trendy content about modest fashion trends, such as hijab tutorials and styling tips. Storytelling content can increase viewer interest and create a soft selling effect. Informative content, such as carousel posts, can be used to provide relatable information about the brand or modest fashion styling. Interactive content can help gather followers' style and preferences data. Consistency in aesthetics and a diverse range of models can increase brand recognition and engagement. Lastly, showcasing diverse models can resonate with broader audiences and increase engagement.

• Interest

After the video reach and grab the attention of the viewers, it must attract their interest. Thus, if the audiences are seeing, for example a video, until complete, that means it succeeded in grabbing their interest. The variables are:

• Discovery of favorite modest dress in Bytwin by Ian.

• Clarity of product information in the photo/reel/video and caption in Bytwin by Ian posts.

• Informational value and insights provided by Bytwin by Ian's posts to their followers.

• Likelihood of asking the admin about interesting products, especially new arrivals/newly launched items.

• Frequency of saving Bytwin by Ian's photo/content to purchase in the future.

To increase interest, Bytwin by Ian plans to use comprehensive posts with detailed information, clear call-to-actions, behind-the-scenes content, and Q&A posts. These strategies aim to help potential buyers make informed decisions, create an emotional connection with their audience, and foster a sense of community among loyalists. These strategies aim to help potential buyers make informed purchasing decisions.

• Activation

After the attempts of reaching, grabbing the attention, and make the viewers interested, the goal of marketing forces is to make the audiences visit the page, chat the admin, or shopping links. Another activation is also how the people is motivated to promote the brand to their circles. Below are the variables of the activation phase of this research.

Significant Variables:

• Willingness to promote Bytwin by Ian voluntarily to friends, family, or acquaintances.

• Likelihood of clicking the link shared in the bio/story (website, Shopee, WhatsApp, etc.) to learn more about the products.

• The impact of a kind and warm response from the admin on the willingness to contact Bytwin by Ian.

• Perception of the affordability of Bytwin by Ian's modest dresses.

• Likelihood of visiting Bytwin's profile if interesting content appears in the feed.

Non-Significant Variable:

• Tendency to consider first and not directly buy even after asking the admin.

To boost activation, utilize Instagram Story features, attach links for easy activation, include customer testimonials and reviews, offer exclusive deals, improve customer service, and highlight customization promotions. These strategies will motivate potential buyers to make purchase decisions, create immediate action, and cater to diverse customer preferences. Ensure the admin team is responsive and approachable to customers.

Business Situation Analysis

• Internal Analysis

STP Analysis

• Segmentation

Bytwin primarily targets Muslim women with an Islamic and syari lifestyle, targeting the 25-34 and 35-44 age groups, the older 45-64, and the younger 18-24. To reach a broader audience, Bytwin should target younger segments and cater to the informal sector's preference for casual, daily comfortable clothing, while also considering affordability for the majority of income classes.

• Targeting

Bytwin should target Muslim syari women aged 25-44 for affordable, comfortable clothing. Expand to younger demographics aged below 24 for trendy, modest dress. Utilize social media platforms like Instagram and TikTok for targeted marketing campaigns.

• Positioning

Bytwin by Ian aims to be a popular brand for stylish, comfortable, and affordable modest clothing, catering to the target market's daily needs and preferences.

Marketing Mix Analysis

• Product

Bytwin by Ian's market seeks simple designs, comfortable textiles, suitable sizing and cutting, modest, affordable dresses, and continuous innovation to maintain product novelty.

• Promotion

Bytwin's brand primarily targets organic reach, particularly through Instagram explore and word of mouth. Strategies include quality content, strategic posting, targeted hashtags, and relatable content with emotional connections.

• Price

Customers prefer quality and affordability, so Bytwin should align product prices with their willingness to pay. Participating in discount events like Shopee can increase demand.            

• Place

The survey indicates Shopee is preferred by audiences for convenience and online shopping. Bytwin should enhance channel page organization and enhance the shopping process on WhatsApp, ensuring customer satisfaction.

External Analysis

Competitor Analysis

Bytwin by Ian, a syari clothing brand, faces competition from Jamise Syari, Atelier Angelina, Jilbrave, Tubita, and Le Khari. These competitors are value-sensitive customers who value Islamic values. Analyzing these competitors is crucial in a crowded market with similar brands. Bytwin by Ian's main competitors are analyzed based on the data survey.

Table 3.2 Competitor Analysis (Source: Author’s Analysis)

Bytwin should improve its content by organizing it visually, maintaining consistency in its perception, incorporating Islamic values to resonate with the community, personalizing the style of content, and being more creative to keep up with trends. By doing so, Bytwin can create a more appealing and engaging experience for its audience.

                                Figure.3.1 Competitor Analysis Matrix (Source: Author’s Analysis)

Bytwin by Ian's product life cycle involves each product having its own unique appeal and market demand. In the introduction stage, marketing objectives include creating awareness and trial, testing market enthusiasm, offering competitive pricing, and promoting the product through advertising and social media. In the growth stage, Bytwin should offer new products, improve design, and offer competitive pricing to attract a wider audience. Distribution strategies should ensure product availability, expand online presence, and create physical presence. Content marketing and loyalty programs can boost sales. 

In the maturity stage, Bytwin should maximize profit, maintain market share, and extend the product life cycle. In the decline stage, Bytwin should focus on reducing expenditure and clearing dead stock, focusing on underperforming items, repositioning, price reduction, and bundling promotions. Advertising strategies should minimize expenses, focus on targeted marketing initiatives, and offer clearance sales to target markets. Bytwin should also consider offering loyalty programs and discounts for repeat customers.

Promotion Tools

• Efficient and effective Instagram advertising through precise audience selection and Meta's tools.

• Personal selling through intriguing content and compelling storylines.

• Consideration of a Brand Ambassador to strengthen brand image and identity.

• Sales promotion through promotional discounts, loyalty programs, and data management.

• Public relations through paid media, press releases, collaborations, and charity organizations.

• Direct marketing through self-owned website platform and customer rewards.

Marketing Implementation Plan and Justification

JUSTIFICATION OF IMPLEMENTATION PLAN

Bytwin can increase engagement and awareness by offering giveaways and providing free clothes to winning followers. Consistent color palettes and relatable content can help reach broader audiences and increase customer engagement. By focusing on similar experiences and feelings of targeted audiences, Bytwin can introduce new products and build credibility.

To increase sales volume, Bytwin should participate in monthly discount events like “Pay-day Sale” and “Twin-date Sale”. New products, such as dresses, should be launched in lower stock and sold more if there is high enthusiasm. Launching closer to Ramadhan events can help maintain excitement and attract new customers. Bytwin can also reach niche audiences through KOL (selebgram/influencer) to reach specific audiences. A budget of Rp.50,000 to Rp.1,000,000.

Using precise hashtags can boost brand engagement and visibility on Instagram. A photoshoot with varied sized models can attract audiences and increase inclusivity. Regularly reviewing social media performance data can help make informed decisions.

Conclusion

• Frequency of content appearance on home page, content quality, frequent giveaways, visually pleasing feed page, and product alignment with modest fashion trends significantly impact impression and reach.

• Content type should provide information, relatability, virality, or credibility.

• A six-month marketing plan can improve strategy and achieve sales targets.

Recommendation

• Frequency of content appearance on home page, content quality, frequent giveaways, visually pleasing feed page, and product alignment with modest fashion trends significantly impact impression and reach.

• Content type should provide information, relatability, virality, or credibility.

• A six-month marketing plan can improve strategy and achieve sales targets.

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 Appendix I.4 Questionnaire Survey Questions (Source: Author’s Analysis)

Survey Results

• Age

• Location

• Occupation

• Marital Status

• Income Range

• Online Shopping Platform

• “Dari mana pertama menemukan brand kami?”

• Do you follow @bytwin.ian on Instagram? (screenshot of the Instagram account attached)

• What makes you decide to follow an Instagram page of an online brand shops?

• What is the sizing of the clothes that you wear?

• How often you purchase modest dress? 

• How tall are you? (to adjust the dress length)

• How much do you usually pay for basic, simple, and plain colour modest dress?

• What is the main factor for you to purchase a modest dress?

• What is the most interesting content of Bytwin by Ian page in your opinion?

• What is your most favourite design of these products of Bytwin?

• What is the least interesting content of Bytwin by Ian in your opinion?

• What is your favourite fabric for the modest dress products?

• Have you ever purchased from Bytwin by Ian more than once? (Scale 1-5, from never to loyalty customer)

If you ever buy our products more than once, what is the reason of repurchasing?

• How often you see Bytwin by Ian posts on your home page feed?

• Rate how interesting our feed is.

• I found my favourite modest dress in Bytwin by Ian.

• How clear is the information of the product in the photo/reel/video and caption in Bytwin by Ian posts?

• Do you think Bytwin by Ian designs are in accordance with current hijab fashion?

• Do you ever / are you willing to promote Bytwin by Ian voluntarily to your friends/family/acquaintances?

• The posts of Bytwin by Ian give information and insights to their followers.

• I will ask admin if I see products that I find interesting, especially the new arrival/newly launched.

• I have ever saved the photo/content of Bytwin by Ian product to purchase in the future. 

• I think to consider first even after asking admin, not directly buying. 

• I will click the link shared in bio/story (website, Shopee, WhatsApp, etc.) that is shared if I am about to know more about the products. 

• The kind and warm response from the admin make me do not hesitate to contact Bytwin by Ian 

• The prices of the modest dress of Bytwin by Ian are affordable

• How often you see the frequent giveaway of Bytwin in the feed? 

• I will visit Bytwin profile if there is an interesting content of Bytwin in my feed

• Do you know our customized features to trim the length of the dress before shipping? 

• Reach

Table.1.2 Descriptives Results of Reach Variables

• Attention

Table .1.3 Descriptives Results of Attention Variables

• Interest

Table.1.4 Descriptive Results of Interest Variables

• Activation 

               After the attempts of reaching, grabbing the attention, and make the viewers interested, the goal of

Table .1.5 Descriptive Results of Activation Variables