Strategi Pemasaran Usaha Fashion Dengan Analisis SWOT Untuk Mendapatkan Daya Saing Pada Brand Unrestrained. (Fashion Business Marketing Strategy with SWOT Analysis to Gain Competitiveness for the Unrestrained Brand).

Lionardo, Erik (2025) Strategi Pemasaran Usaha Fashion Dengan Analisis SWOT Untuk Mendapatkan Daya Saing Pada Brand Unrestrained. (Fashion Business Marketing Strategy with SWOT Analysis to Gain Competitiveness for the Unrestrained Brand). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The fashion industry has seen rapid growth worldwide, including in Indonesia, where local brands are emerging to cater to increasing demand. Unrestrained is one such new clothing brand that targets young consumers by offering creative and original designs. However, as a relatively new business, Unrestrained faces significant challenges, particularly in developing a strong competitive advantage within a highly competitive market. This research aims to analyze the marketing strategy of Unrestrained using a SWOT framework (Strengths, Weaknesses, Opportunities, Threats) to determine how the brand can enhance its market position. The study adopts a qualitative descriptive method, utilizing both primary and secondary data to explore internal factors such as product uniqueness and quality, as well as external factors such as competition and market trends. The findings reveal that while Unrestrained’s strengths lie in its distinctive designs and quality materials, it faces weaknesses in limited brand awareness and dependence on digital marketing. To address these challenges, the proposed strategy emphasizes leveraging opportunities through collaborations with influencers, expanding market reach via e-commerce platforms, and enhancing customer engagement. Implementing this strategy is expected to boost Unrestrained’s competitive edge, allowing it to thrive in Indonesia's fast-growing fashion industry.

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