Published date: Jan 08 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Sustainable Design

Pages: 118 - 124

DOI: 10.18502/kss.v10i2.17884

Azzuhra Fauziah Husnaazzuhrafh@student.telkomuniversity.ac.idTelkom University, Bandung

Ira WirasariTelkom University, Bandung

Iqbal Prabawa WigunaTelkom University, Bandung

In recent years, it has been known that there has been an increase in people’s buying interest in fashion products. This phenomenon is globalization’s impact, which causes people’s behavior to be consumptive, especially in the fashion sector. The increase in the fashion industry significantly influences the progress of local fashion brands in Indonesia. However, it causes competition between local fashion brands, which is getting tougher with more new brands emerging. This was also felt directly by the local women’s fashion brand, named BigJill, located in Bandung. The current condition of BigJill’s offline store is relatively lagging compared to its competitors. This study analyzes the effect of offline store layout in increasing sales intensity in BigJill’s offline stores. After analysis, researchers found that the layout conditions influence the sales intensity of BigJill’s offline store.

Keywords: local fashion brands, sales intensity, store layout

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