How A Muslim Fashion Brand Do the Brand Refreshing?

Abstract

Background. Klamby, first known as Wearing Klamby, was one of the oldest and biggest Muslim fashion brands in Indonesia. They used to perform as the fastest selling-out brand where their supply could not fulfill their loyal customer’s demand. However, the pandemic followed by the rise of many new competitors has put Klamby in difficult time where their sales were being extremely decreased.Purpose. The brand then did some brand refreshing; changing several things without changing the DNA or core value of the brand, such as: changing the name and logo, slogan, colour palette and fonts, and marketing materials.Method. This mixed-methods study involved 3 years (2019-2022) of observation of the Wearing Klamby official Instagram. The data were analyzed using scheming and filtering the brand refreshing components. Data is presented both in numbers and descriptions. An online survey has also been done to see which components customers like; before or after the brand refreshing?.Results. The results show that the brand refreshing that Klamby did was successful. The customers prefer the new name and logo, slogan, color pallet and fonts, and marketing materials. Some acts show a significant role and some don’t. The brand's refreshing progress, hopefully, can contribute to the development of Indonesian Muslim fashion in the future.Conclusion. This study has significant implications for the fashion industry. As Indonesia’s fashion industry is getting bigger and ready to be the center of Muslim fashion, more in-depth research about Muslim fashion is necessary.