PROGRAM COMMUNITY ENGAGEMENT PEMBERDAYAAN KOMUNITAS PECINTA SUSTAINABLE FASHION GUNA MENGURANGI LIMBAH PAKAIAN

NATHANIA KAWITAN

Abstract


Industri fast fashion memiliki titik berat pada tren yang selalu berubah. Pembelian produk fashion yang dilakukan konsumen mengalami peningkatan sebanyak 60% dengan masa pemakaian yang lebih singkat dibandingkan pada tahun 2000. Dari produk fashion tersebut, sebanyak 57% berujung di tempat pembuangan sampah. Perputaran fashion dapat diperlambat dengan menerapkan sustainable fashion, salah satunya melalui upcycling. Kegiatan bertujuan untuk mengurangi limbah pakaian, mencapai sustainability, mengembangkan dan menjamin kesejahteraan komunitas pecinta sustainable fashion melalui platform yang didesain. Platform dirancang dengan mengImplementasi teori perencanaan SOSTAC yang dikembangkan oleh Machado & Davim. Hasil dari penelitian ini adalah pentingnya analisa situasi, objektif, strategi, taktik, aksi, dan kontrol dalam penerapan pemasaran digital sehingga diperoleh tingkat engagement yang baik.


Keywords


fast fashion, sustainable fashion, pemasaran digital

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