Analysis of Strategies to Enhance Brand Awareness at Erigo Apparel

Abstract

Over time, the fashion industry has undergone transformations and is experiencing a growing demand from various demographics, particularly the youth. This sector is known to attract entrepreneurs and business-minded individuals. Erigo, a local fashion brand, has curated a street fashion collection specifically catering to young consumers. Notably, Erigo stands out as the leading clothing brand in Indonesia with a significant level of brand recognition. Establishing brand awareness is crucial for positioning a brand effectively in the market. This research aims to explore Erigo's segmentation, targeting, and positioning strategies, as well as delve into the methods employed by the brand to enhance its brand awareness. The study adopts a qualitative approach, incorporating literature reviews and observational analysis. The STP tools (segmenting, targeting, and positioning) are utilized for a comprehensive analysis. The findings reveal that Erigo Apparel leverages online marketing, content marketing, endorsements, collaborations, customer feedback, and events as key strategies to bolster its brand awareness.