Abstract
The trust issue occurred toward the former prisoners made it difficult for them to return to society. Based on this issue, an effort was made to counter the stereotypes developed in the community. Unlike other clothing businesses, Residivist Streetwear has a unique concept, which manifested in the design of its products. Residivist Streetwear uses the idea of "Prison Culture" in every designs. Moreover, 99% of its employees are recidivists. With the stigma and discrimination that the ex-prisoners received, it is not easy for Residivist Streetwear to make its brand known and accepted by the community. This article aims to find and to analyze Residivist Streetwear’s branding strategies. The method used in this study is a qualitative method with a case study approach. Based on the research, it was found that Residivist Streetwear’s branding strategies included, (1) increasing brand appeal through product maker’s background, brand name, product hang tag, and the use of product design with the "Prison Culture” concept; (2) communicating brands through endorsement, sales promotion, social media, television, and various events and programs of the Anugerah Insan Residivist Foundation; (3) the use of product design with the concept of “Prison Culture” is a hallmark of Residivist Streetwear in changing the stigma aimed by the community to ex-convicts.
Highlights
Acts of discrimination carried out by the community accompanied by negative labels aimed at ex-convicts resulted they are experiencing difficulties in conducting socialization in the community
According to Kirk and Miller, defining qualitative research as a particular tradition in social science that is fundamentally dependent on observations in humans, both in the region and in its terminology. In this case the researcher tries to outline a deep understanding related to a social reality from the actor’s point of view, interpreting the meaning behind the data observed by the researcher by building a model based on research data in the field regarding the branding strategy of “Residivist Streetwear” products
The existence of Streetwear Residivist is a unique phenomenon, where the business is built and managed by exconvicts, they try to change the stigma that has been developing in the community through a work with all the uniqueness of “Prison Culture” as outlined in product design
Summary
Acts of discrimination carried out by the community accompanied by negative labels aimed at ex-convicts resulted they are experiencing difficulties in conducting socialization in the community. Direct sanctions imposed by the citizen on people who are considered to have a negative stigma, namely by limiting their social participation. They are not allowed to play certain economic or social roles, including being refused as workers / employees, being denied to apply for the credit, being prohibited to living in one area, being refused to joint the police corps, and others. According to Kartono (in Akhyar et al, 2014), they were expelled or ostracized from the public Because those who are unemployed are substantially more likely to return to crime than those who work (Clear, 2007)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
