Determining the Most Effective Promotion Strategy for Clothing Company in Bandung, Indonesia

Seemed not to be outdone by foreign brands, many Indonesian entrepreneur especially in Bandung plunge into fashion industry by create their own brand. As a tourism destination, Bandung fashion industry attracts quite a lot interest. The growth of clothing company in recent years increases significantly. This is a big challenge for marketers to win the competition, so that promotions become very important weapon. Promotion roles are to make the market known and recognize the uniqueness of the clothing company itself. Business losses commonly happened because of using ineffective promotion media which made marketing cost become very high. The purpose of this study is to measure the most effective promotion strategy for small businesses especially in fashion business in Bandung. The study was conducted by interviewing 5 top of mind clothing owner in Bandung which success to classified promotional strategy that being used in their business. Further stage of this research is to find the effectiveness of promotion strategy against to consumer's awareness. The result of this study will contribute for the development of entrepreneur in marketing science, and for practical implication it will provide the proper and effective promotion strategy for any local clothing company.