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Belajar dari Kesuksesan Model Bisnis Pakaian Brooks Brothers

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  • Hariono, Vanessa Marsyall

Abstract

Bisnis pakaian Brooks Brothers seperti Ralph Lauren Corp., Hugo Boss dan Zara pada tahun 90-an ada di mana-mana mengalami kenaikan (rise). Namun, sejak tahun 2019, industri pakaian ini mengalami penurunan (fall). Studi ini bertujuan untuk mengetahui alasan penurunan (fall) dan atau kenaikan (rise) pada bisnis Brooks Brothers. Studi ini menggunakan studi kasus tunggal pada bisnis Brooks Brothers yang bergerak di bidang fashion dengan analisis business model canvas, business pattern, business environment & value proposition canvasI. Bisnis fashion ini pernah mengalami tren pertumbuhan dan sukses karena value proposition pakaian (suit) dengan bahan kain terbaik dan berkualitas tinggi. Namun, bisnis fashion Brooks Brothers mengalami penurunan karena key activities kurang dapat menyesuaikan dengan kebutuhan konsumen saat ini yang lebih membutuhkan pakaian yang rapi dan kasual. Studi merekomendasikan key activities memberi desain suit yang elegan dan rapi, melakukan proses produksi setelan formal.

Suggested Citation

  • Hariono, Vanessa Marsyall, 2022. "Belajar dari Kesuksesan Model Bisnis Pakaian Brooks Brothers," OSF Preprints hqmcg_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:hqmcg_v1
    DOI: 10.31219/osf.io/hqmcg_v1
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