Implementasi fungsi public relations dan brand image dalam special event“style it forward” club 21 = Implementation of public relations and brand image functions in club 21’special event “style it forward”

Hidayat, Michelle Natalia (2017) Implementasi fungsi public relations dan brand image dalam special event“style it forward” club 21 = Implementation of public relations and brand image functions in club 21’special event “style it forward”. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri fashion saat ini merupakan salah satu platform bisnis yang telah mengalami kemajuan pesat di kalangan masyarakat. Memiliki brand image yang kuat terhadap publik dapat membantu perusahaan untuk menonjol diantara kompetitornya. sehingga dibutuhkan upaya untuk mempertahankan brand image suatu perusahaan agar tetap positif terhadap publiknya. Upaya tersebut juga dilakukan oleh Club 21 demi mempertahankan brand image yang telah dibangun selama 50 tahun bergerak dalam bidang fashion, yaitu melalui event Style It Forward (SIF). SIF merupakan sebuah acara amal yang diinisiasikan oleh Club 21 sejak tahun 2009 namun baru diselenggarakan di Indonesia tahun 2015 lalu untuk pertama kalinya. SIF mengumpulkan dananya dengan menjual RTW apparel dan aksesoris bekas bermerk layak pakai yang telah disumbangkan oleh masyarakat. Di tahun keduanya, SIF ingin melibatkan lebih banyak masyarakat sehingga dapat membantu semakin banyak Ibu dan anak-anak Indonesia yang membutuhkan. Selama penulis melakukan magangnya di Club 21 sebagai marcom intern dalam departemen Marketing Communications, penulis melihat keterkaitan event SIF dengan konsep dan teori yang telah penulis pelajari. Terdapat lima konsep yang berkaitan dengan event tersebut yaitu komunikasi, public relations, media, special event, dan brand image. Kelima konsep tersebut pada akhirnya menjelaskan bagaimana implementasi fungsi public relations dan brand image dalam event SIF dapat mempertahankan brand image Club 21./ Fashion has been known as one of the leading industry in the midst of society nowadays. Preserving a solid brand image may help a company securing an advanced position against its competitor. Therefore an effort is required to maintain a positive brand image for a company towards its public. In order to conserve a 50 years effort of displaying and delivering consistent brand image in the fashion industry, Club 21 contrived a strategy to carry on its positive image through an event called Style It Forward (SIF). SIF, a charity program that was initiated by Club 21 since 2009 yet Indonesia has just entered its second year of the event. SIF collects its fund through selling luxurious clothes and accessories donated. This year SIF will involve more people to help Indonesian women and children in need. Throughout her internship as a marcom intern in the Marketing Communications department, the author notice some connectivities between the event with known theories aswell as concepts. Five concepts are seen related to SIF which are communication, public relations, media, special event, and brand image. Those concepts eventually explained how this event implements the function of both public relations and brand image in the Style It Forward event.

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