CHAPTER III

PROJECT METHODOLOGY

3.1 Collective Data

3.1.2 Collection Research

a. Eco Print in Exclusivity Mens-Wear Market

Exclusive in fashion can be interpreted in several senses,
some of which are defined as limitations for one or a group of
people; expensive and only for the rich or high social class,
according to the Cambridge Dictionary. According to Merriam
Webster, exclusive is an offering of recognition that is limited to
certain circles; fashionable; as well as limited distribution, use
and display due to high value. So, what is meant by exclusive
here is a limitation that has high value in a product by a brand,
which is not mass-produced, but has a certain level of difficulty
to buy and obtain products from a brand. Berry (1994) argues
that the image of the ‘exclusive’ luxury good is a gambit to
increase consumption and, secondly and perhaps less obviously,
that neither expense nor rarity are themselves sufficient
conditions for a good to be accounted a ‘luxury’. He claims that
what is required is not that the good is of limited supply but that
many desire it when there are only a few in existence. Kapferer
(1997:82) points to he same as Berry, saying that for the
distinctive sign of a luxury brand to work, it must be known by
all and that thus, paradoxically, “…luxury brands must be
desired by all but consumed only by the happy few”.
Meanwhile, Menswear itself is clothing that is intended
and made for men with a male body silhouette that is oversized
and tends to be loose and bold. Even though it is designed for
men, men's clothes can also be used for women because their
sizes do not shape the body. Examples of exclusive menswear
brands are Richard Mille, Louis Vuitton, Christion Dior, and
others.
 In this research, it is also accompanied by an ecoprint.
According to Flint, Eco print is a printing technique with natural
fabric coloring which is quite simple but can produce unique and
authentic motifs. The principle of manufacture is through direct
contact between leaves, flowers, stems or other body parts that
contain color pigments with certain fabric media. This technique
is the result of the development of eco-dyeing techniques, which
are dyeing fabrics from nature.

b. Ecoprint in Exclusive Mens-Wear Market and Opportunity

in Indonesia
Indonesia is a country that has abundant natural
resources, one of which is plants. Plants can also contribute to
the fashion industry, one of which is the application of ecoprint
on fabrics. Ecoprint products have their own uniqueness and
charm. The application of the concept of eco-friendly, aka
environmentally friendly products and their sustainable nature, is
attractive to bearers of a sustainable and environmentally
friendly lifestyle. The application of ecoprint is very flexible and
can be anywhere. In addition, with the existence of ecoprint in
the manufacture of exclusive mens-wear in Indonesia, it will help
make the use of natural resources in Indonesia aware of the target
market through the products it produces. In addition, the
resulting product can also have a higher value because it is made
by hand and has a higher level of difficulty and a time-
consuming process.
For proper market placement, ecoprint sales in exclusive
menswear collections tend to be sold in areas that have good
fashion developments with confident people, such as in big and
metropolitan cities such as Jakarta and Bandung. Then the sales
locations for this collection tend to be online through websites or
outlet stores in middle-upper malls, for example, Plaza Senayan,
Plaza Indonesia and Pacific Place. With the distribution of goods
that are not many and customer acceptance in accordance with
 the guest list that has been done by the customer before making a
visit.
c. Brand Research
1. Consument Profile
This brand will focus on selling clothing that tends to be
genderless, namely the target market is not only aimed at
men but also women, so the designs that will be made will be
androgynous in nature, that describes mixed-gender clothing
and accessories. The aim here, stylistically, is to avoid
constructing a visual distinction between masculine and
feminine physical characteristics and, therefore, express non-
binary gender identity (Theovu.com).
This brand has its own characteristics, namely the
combination of ethnic elements from an ecoprint with an
edgy, bold and formal fashion style. Clothing made by this
brand will tend to be used in both formal and informal
situations. In addition, in its production system, this brand
will not produce in large quantities, but there is a limit to the
amount of its own production. This aims to increase the
value of the product of the brand.
2. Market Segmentation
Market segmentation is a grouping of segments based on
several factors. Market segmentation often divided into 3 :
• Geographic Segmentation
Geographical segmentation is market segmentation that
is seen according to regions and areas that are closely related
to advertising and weather. Naddi himself will choose to
establish a brand in big cities in Indonesia, namely, Jakarta
and Bandung as well as a small city, namely Yogyakarta.
• Demographic Segementation
Demographic Segmentation is market segmentation that
is seen according to the social life of the community which
includes work, lifestyle and age range. Naddi has a target
market that has an age range from 21 years to 40 years who
 have high salaries and have a high lifestyle also who don't
mind buying luxury goods.

Based on the picture above, in the classic pyramid of fashion

class, Naddi is in the Designer ready-to-wear class and
luxury brand class.

• Psychographic Segementation

Psychographic segmentation is market segmentation that is

seen according to the personality of the people. Naddi has a
target market that has a calm, wise personality, likes art and is
indifferent to the views of people who have strong self-
confidence as well as those who have an edgy, bold and
masculine fashion style.
 CHAPTER III

PROJECT METHODOLOGY

4.1 Brand Realization / Concept

4.1.1 About The Brand

d. Target Market
From the explanation regarding the target market mentioned on
the previous page, the target market is divided into several
segments, namely geographic segmentation, demographic
segmentation and psychographic segmentation. An explanation
of the target market for this brand will be explained in the
following tables.
• Geographic and Demographic Segmentation
Geographic segmentation is segmentation that is
seen based on the area and region of the target market
which includes climate and weather and demographic
segmentation is segmentation that is seen from the
perspective of the lives of people who are the target
market of a brand, from occupation to age. Following are
details of geographic and demographic segmentation:

Primary Target Market

Gander § Ganderless
Age group § 21-40 year old
Occupation § Fashion enthusiast
§ Artist
§ Actor and actress
§ Collage student
§ High salary employed
Disposable income Rp. 10.000.000 – Rp. 35.000.000
Location § Jakarta
§ Yogyakarta
§ Surabaya
 Climate and season Tropical climate
language Bahasa Indonesia and English

• Psychographic And Behavorial Segmentation

The last is psychographic segmentation.
Psychographic segmentation is market segmentation
where viewed from psychological characteristics that
influence people's consumption habits and lifestyle.
Below is a detailed table of demographic and behavioral
segmentation.

Primary target market

Personality § People who like and follow
fashion trend
§ People who have an edgy
style and have a masculine
fashion style
§ People who are confident to
be different and don’t mind
wearing lots of layers
Shopping As consumers, they don’t mind
Habit buying fashion items based on
aesthetics, not on the functional side,
and people who prioritize quality in a
product

e. Image Target
Target images are useful for showing potential customers
or target markets owned by the Naddi brand in the future. Naddi
has a target market which will buy products from Naddi for daily
use, fashion shows, parties and other non-formal events. Naddi
targets women and men from 21 years old to 40 years old. Below
is the image target moodboard.