This work analyzes the popularity of the hybrid fashion phenomenon batik hanbok that combines Korean traditional hanbok with Indonesian batik art. The thesis focuses on marketing strategies used by batik hanbok designers on Instagram and includes interviews with batik hanbok designers and customers. The goal of this work is to show how small batik hanbok businesses place their products on the market, how the customers react to the hybrid phenomenon and how Instagram can help to raise interest in batik hanbok.
Table of Contents
1. Introduction
1.1 Background: Batik Hanbok
1.2 Research questions
1.3 Organization of thesis
1.4 Research method
1.4.1 Instagram
1.4.2 Interviews
2. Definition of Batik Hanbok
2.1 Importance of Batik and Hanbok
2.2 Batik Hanbok as a phenomenon
2.3 Hybrid design as a fashion element
3. Promoting Batik Hanbok
3.1 Instagram: marketing and promotion tool
3.2 Marketing strategies used by Batik Hanbok designers
4. Interviews
4.1 Designers about Batik Hanbok
4.1.1 Maplestyleofficial
4.1.2 Djadibatik
4.2 Batik Hanbok purchasers
4.2.1 servus.panda
4.2.2 pramestinrw04
4.2.3 ochie_ipputa
5. Discussions
6. Conclusion
7. Bibliography
Research Objectives and Themes
This thesis investigates the emergence of "batik hanbok" as a hybrid fashion phenomenon in Indonesia. It explores how this cultural fusion is marketed on Instagram, the role of digital interaction in brand growth, and the extent to which Instagram serves as an effective platform for promoting and selling such unique cultural products.
- The fusion of Indonesian batik and Korean hanbok as a modern hybrid fashion.
- Analysis of Instagram as the primary marketing and communication channel for batik hanbok designers.
- Comparative case study of marketing strategies employed by specific designers (Maplestyleofficial and Djadibatik).
- Examination of customer motivations and experiences regarding the purchase and wear of batik hanbok.
- The influence of Korean culture on Indonesian fashion trends and local identity expression.
Excerpt from the book
3.2 Marketing strategies used by Batik Hanbok designers
During my one-month analysis, the activity of Maplestyleofficial and Djadibatik was observed to find out more about different marketing and promotion strategies and how they were used by the Indonesian hanbok designers to make their brand more attractive.
Both designers seem to share about the same activity level when looking at the compiled upload information in the excel tables. At first sight, the quantity of posts uploaded by Djadibatik during that one month seems to be slightly higher since the table is filled with more compiled data of uploads in comparison with Maplestyleofficial. Djadibatik uploaded 35 posts, while Maplestyleofficial shared 30 posts during the scraping period. After taking a closer look at the upload dates, upload times and captions compiled in the table, it becomes clear that a part of the shared posts was deleted after uploading them. After deleting the posts, Djadibatik reposted them at least twice, sometimes even thrice. Reasons for that could either be modifications of the uploads in some way but also the goal to reach more people after another upload. The activity level of both profiles is about the same, but the time frames of activity differ slightly. Both profiles almost always shared at least one post per day, which means they kept active throughout the month and did not leave many gaps between an old and a new post.
The profile activity on Instagram is very important to keep customers interested in products, update them on new products, increase the variety of products and to maintain visibility. People might start to search for other brands if there are no updates, so it is important to stay connected with your own community, which consists of the core followers on Instagram, and to keep followers assured of real offers to build a stable community.
Summary of Chapters
1. Introduction: This chapter introduces the phenomenon of batik hanbok, outlines the research questions regarding its promotion, and details the methodological approach involving Instagram analysis and qualitative interviews.
2. Definition of Batik Hanbok: This chapter explores the cultural significance of batik and hanbok individually and defines how their combination functions as a new phenomenon in the contemporary fashion landscape.
3. Promoting Batik Hanbok: This chapter analyzes Instagram as the core marketing and promotion tool, comparing the specific strategies, post activity, and engagement techniques used by batik hanbok designers.
4. Interviews: This chapter presents primary research through interviews with key brand owners and diverse customers to gain insights into their motivations, market perceptions, and brand loyalty.
5. Discussions: This chapter synthesizes findings from the interviews and observational data to highlight commonalities in designer intentions and the overarching success of Instagram for niche cultural brands.
6. Conclusion: This chapter summarizes the research results, confirming the effectiveness of Instagram for connecting brands with customers and validating batik hanbok as a significant hybrid fashion trend.
7. Bibliography: This section lists all academic and internet sources cited in the thesis.
Keywords
Batik Hanbok, Hybrid Fashion, Indonesia, South Korea, Instagram, Social Media Marketing, Fashion Phenomenon, Cultural Identity, Batik Tulis, Batik Printing, Digital Branding, Designer-Customer Interaction, Fashion Trends, Consumer Behavior, Online Promotion
Frequently Asked Questions
What is the core focus of this research?
The study focuses on the hybrid fashion phenomenon known as "batik hanbok," which combines traditional Indonesian textiles with the design elements of the Korean hanbok. It specifically examines how this style is promoted via social media.
What are the primary themes discussed?
The thesis covers cultural fusion in fashion, the efficacy of Instagram as a marketing tool for niche brands, the role of visual content in social media marketing, and the intersection of cultural heritage with modern consumerism.
What is the main objective or research question?
The primary aim is to analyze how batik hanbok is being transformed into a hybrid fashion phenomenon and to determine why Instagram is perceived as the ideal platform for promoting and selling these products.
What scientific methods were employed?
The study uses a qualitative approach combined with quantitative elements. It utilized web scraping to collect and analyze Instagram post data over one month, alongside semi-structured interviews with two designers and three customers.
What is addressed in the book's main section?
The main part analyzes the activity levels of specific design brands (Maplestyleofficial and Djadibatik), their use of hashtags and the Instagram algorithm, customer perceptions as gathered through individual interviews, and the influence of Korean culture on Indonesian designers.
Which keywords characterize this work?
Key terms include Batik Hanbok, Hybrid Fashion, Instagram, Social Media Marketing, Cultural Identity, and Indonesian-Korean cultural exchange.
How does Instagram specifically help the batik hanbok designers?
Instagram allows designers to visualize their products in a virtual catalogue, interact directly with potential customers in comment sections, manage brand visibility, and provide updates, which is essential for building a community in the digital era.
What role do the customers play in the marketing strategies?
Customers often act as unofficial model/ambassadors by sharing photos of themselves wearing batik hanbok. This demonstrates to other potential buyers that the clothing is wearable, comfortable, and aesthetically appealing, thereby driving interest through peer validation.
- Arbeit zitieren
- Tamara Wiedersum (Autor:in), 2022, Batik Hanbok. Promoting a Hybrid Fashion Phenomenon on Instagram, München, GRIN Verlag, https://www.grin.com/document/1245690
