THE IMPACT OF MARKETING STRATEGY IN EVENT TO ATTRACT FASHION CUSTOMER’S BRAND AWARENESS

Abstract

The growth of Small Medium and Enterprises Business is one of the main keys to an economy’s vitality. SMEs are known to have a major role in creating wealth, given their place in the economy. According to Chugtai (2014) SMEs business is growing rapidly and have a big strategies role to develop the economic growth in a city. Fashion business is the one of the potential aspects that Bandung’s have supported by availability of the raw material of products, social networking through the fashion community, and also the human resources that develop the fashion industry. As time goes by, many ways are done by the company to promote their products. The one of innovation that a company do to introduce product and create an awareness among the target market is by event marketing strategy. Event marketing is an activity that have been planned and organized by a company with the intent to introduce a brand of the company that have three critical elements that make the event marketing strategy success i.e. entertainment, excitement and enterprise (Hoyle, 2002). The marketing event is an opportunity for the company to reach a bigger market and establishing real and direct contact with consumers during events such as festivals, fairs, or sporting events, can produce a memorable brand experience for everyone (Zarantonello, 2012). SME business can use this marketing strategy to increase their brand awareness. Hopefully, they can understand how to design the strategy of event marketing to attract customer awareness, so that they can implement this event marketing strategy in their business. Research Aims: Analyse the impact of event marketing strategy to brand awareness customer apparel industry Design/methodology/approach: Judgement sampling method with respondents completing a fivepoint Likert scale close-ended questionnaire Research Findings: The result shows that event marketing has a positive impact on brand awarenessand also event marketing should be design well to make memorable memory for the customer