One interesting area of fashion is contemporary fashion, Many design seminars affirmed about contemporary and ethical. I were thinking how to combine branding, contemporary and fashion. I keep exploring and do some research. I keep exploring my own cultures, which has a thousand of beautifulness and how to market it to the UK. Two question for finding approaching the questions is
1. But the fact is how to combine two different cultures. Without losing its own identity.
2. How to design the strategy for marketing and promotion for contemporary fashion to the UK Market?
My objective is how to find the strategy to promote its contemporary fashion whilst still respecting the traditional roots?
The main aim of this project is to find the barriers between to cultures and how fashion marketing can be answering this questions.
THE HISTORY
Kebaya is one of Indonesia traditional clothes. The kebaya can be said to personify a certain ideal of ‘femininity’ within Indonesian consciousness. As the choice of national costume for women beginning during the Sukarno era of the 1940’s, the kebaya has come to symbolise a particular construction of female identity signifying traditional values and roles for women. In addition to being the national dress for Indonesian women, one of the kebaya’s other functions is as ceremonial blouse for Balinese women, constructed from sheer netting and outlining the contours of the body in a way that challenges definitions of propriety of other cultural groups within Indonesia and abroad.
Kebaya start as the daily clothes of Melayu women. Kebaya words from Kaba from Arab language which means clothes France humanist, Denys Lombad, term of kebaya appears in Indonesia introduce by Prtuguese which is their culture in combination of European and Arabic. (Setiawan, 6)
On the colonalialisation era in Indonesia, kebaya placed depends on the social status of women itself. The palace and high class wear kebaya which is from silk, velvet, and brocade. On the other hand Holland women, wore kebaya which is from cotton with shorter cutting. Another European who lives in Indonesia wore kebaya made from soft cotton, with brocade decoration and Javanese woman belonging to the commoner class wore kebaya from cheap cotton and weave. In the middle 18th century , the habit of making kebaya which usually doing by priyayi Javanese women start to spread into Holland women. They start to make and sell and wear by Indo women who lives in Java Island. At that time, there were two kebaya which ussualy wear in society: Kebaya encim- worn by Chinese women which is decorated with embroidery - and Kebaya putu baru. – colourful kebaya with length shortened tunic style. The length of putu baru reached the ankle, but also have the change depends on the era. (7, Setiawan). In Japan colonalisation women wear kebaya as uniform for Indonesia women whose trapped in the war camp.
The outcomes will be
1. Branding Strategy and Business Plan
2. Promotional Items (poster, website, label, packaging, tag, display design)
3. Presentation
4. Photography
My dissertation will be making a promotion strategy of kebaya to the one of retail in UK, Harvey Nichols.
Harvey Nichols
“ With its winning award window displays and tempting array of designer brands, Harvey Nichols is an ideal place to examine the interplay between department store, and its customers” ( 76, Tungate)
April Glassborow, the senior buyer for international designer collection in Harvey Nichols said that buying for Harvey Nichols involves something of a balancing act : “ We are expected to be a step ahead, so we are constantly looking for new labels. We take a risks with young designers who may not sell a great deal for three or four seasons, until a buzz generate around them. But at the same time, we want to reflect the demands of our customers, so we stock the more commercial designers too. In general, though, I don’t think our type of customer is content to blindly follow the herd” (76, Tungate)
THE BRAND "NONA MANIS"
The brand Name is Nona Manis, in Indonesia Language it means Beautiful Woman. Nona Manis -ready to wear- itself sells kebaya from various region in Indonesia, from Java, Bali, Sumatra.
Nona Manis serves different range of kebaya for any occasion (From daily, casual and special occasion.) Nona Manis also serve special tailoring for those who don’t have size for theirselves or they want to make their own kebaya. The name is Nona Manis Royal.
The finest and assertiveness of Nona Manis will delivere that kebaya not only wear as traditional dress of Indonesian women also as contemporary clothes from Indonesia that can be wear in many occasion and women from another countries.
Nona Manis create a piece of kebaya that can be falls of the body who intended wearer. The brand itself is an ingeniously engineered work of art, which is involves dexterity, imagination, and high skill of craftsmanship for niche market.
In Nona Manis they also create their own kebaya with handmade embroidery which is looks like a real flowers. Nona Manis create an elegant cutting and pieces which the customer could be choose depends on what they want and it allows them to choose the way the want to wear with and fashion conscious brand. For women who wear NonaManis will look sexy elegant and charming.
Nona Manis has a concept that “contemporary luxury Indonesia clothes” painstaking attention to detail, craftsmanship, luxurious fabrics and fit. Nona Manis is a place where any women could find such as simple kebaya, blouse, that would permit her to choose fashion point of view according to her mood “ exclusive fabrics, specialized trimming, and unique cuts. Even the price its bigger and quite expensive, but it deals with money.
THE LOGO
the idea of the logo shape is from Indonesia traditional earing called "suweng". In Indonesia Indonesian women ussually use earing since they are child and when they wear traditional kebaya, earing is something that could added more beautiful look. i tried to make sketches and do the development in computer
and then tried to develop from this one pattern and explore the pattern.
and finally i decide to go forward with this logo
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