ABSTRAK

PERANCANGAN PROMOSI CLOTHING BRAND COTTON BUTTON

Cotton Button, sebuah brand pakaian anak di Tangerang Selatan telah berdiri sejak tahun 2014, yang terlahir dari ide seorang Ibu dua anak yang memiliki pengalaman terhadap pemilihan kain pada pakaian anak. Cotton Button fokus pada kenyamanan anak dan kealamian yang ditawarkan dari kain katun organik. Kain katun organik merupakan kain yang berasal dari biji kapas alami yang tidak mengalami modifikasi, juga ditanam tanpa menggunakan pestisida baik pada tanaman maupun pada ladang tanamnya. Clothing Brand Cotton Button telah melakukan promosi, namun berdasarkan data yang didapat, promosi yang dilakukan belum dapat meningkatkan kesadaran audiens terhadap produk-produk Cotton Button. Hal tersebut menyebabkan penurunan penjualan di kota Bandung. Berkaitan dengan fenomena tersebut, maka dilakukan perancangan promosi clothing brand Cotton Button.

Kata Kunci: Perancangan, Promosi, Brand, Awareness

ABSTRACT

PROMOTION DESIGN CLOTHING BRAND COTTON BUTTON

Cotton Button, is a children's clothing brand in South Tangerang has been established since 2014, which was born from the idea of a mother of two children who have experience in choosing fabrics on children's clothing. Cotton Button focuses on children's comfort and naturalness offered from organic cotton fabrics. Organic cotton fabric is a cloth derived from natural cotton seeds that are not modified, also planted without using pesticides both in plants and in their planting fields. Cotton Button's has been promoting, but based on the data obtained, the promotions carried out have not been able to increase audience awareness of Cotton Button products. This caused a decline in sales in the city of Bandung. In connection with this phenomenon, the design of the Cotton Button clothing brand was designed.

Keyword: Design, Promotion, Brand, Awareness