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 and Contextualization 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 on Instagram
- 3.1 Instagram: marketing and promotion tool
- 3.2 Marketing strategies used by Batik Hanbok designers
- 4. Interviews with Designers and Purchasers
- 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
Objectives and Key Themes
This thesis aims to explore the emerging phenomenon of Batik Hanbok in Indonesia, examining its promotion and presence on Instagram. It investigates the fusion of Indonesian batik and Korean hanbok, analyzing the marketing strategies employed by designers and the perspectives of both designers and consumers.
- The emergence and popularity of Batik Hanbok as a hybrid fashion phenomenon.
- The role of Instagram in promoting and marketing Batik Hanbok.
- Marketing strategies used by Batik Hanbok designers on Instagram.
- The perspectives of Batik Hanbok designers and consumers.
- The cultural fusion between Indonesian batik and Korean hanbok.
Chapter Summaries
1. Introduction: This introductory chapter sets the stage by defining the subject matter – Batik Hanbok – a relatively recent fusion of Indonesian batik and Korean hanbok. It establishes the context of the increasing popularity of Korean culture ("Hallyu") in Indonesia, positing this cultural influence as a key factor driving the creation and adoption of Batik Hanbok. Furthermore, it introduces the research questions and methodology employed in the thesis, particularly emphasizing the use of Instagram data and interviews with designers and purchasers to explore the phenomenon.
2. Definition and Contextualization of Batik Hanbok: This chapter delves into the definition and significance of both batik and hanbok. It explores the historical and cultural importance of these clothing traditions, and the different techniques involved in creating batik, emphasizing the distinctions between batik tulis, batik cap, and batik printing. The chapter lays the groundwork for understanding the inherent cultural nuances and production complexities involved in the creation of Batik Hanbok, highlighting the cultural hybridity at the heart of this fashion phenomenon.
3. Promoting Batik Hanbok on Instagram: This chapter focuses on Instagram's role as a significant platform for the marketing and promotion of Batik Hanbok. It analyzes the marketing strategies employed by designers, exploring how they use Instagram’s visual capabilities to showcase their unique designs and reach a wider audience. The chapter likely examines the use of hashtags, visual aesthetics, and other engagement strategies used to promote the fusion of these two cultural clothing styles.
4. Interviews with Designers and Purchasers: This chapter presents qualitative data gathered through interviews with both designers and consumers of Batik Hanbok. It explores the perspectives of the designers on the production process, their creative decisions, and the challenges they face in merging these two cultural elements. It also examines the perspectives of customers who purchase the garments, providing insights into their motivations, preferences and how they perceive and interact with the unique cultural identity of Batik Hanbok.
Keywords
Batik Hanbok, Indonesian fashion, Korean fashion, hybrid fashion, Instagram marketing, cultural fusion, Hallyu, batik techniques (batik tulis, batik cap, batik printing), social media marketing, qualitative research, consumer perspectives, designer perspectives.
Batik Hanbok: A Comprehensive Language Preview - FAQ
What is the main topic of this thesis?
This thesis explores the emerging phenomenon of Batik Hanbok in Indonesia, focusing on its promotion and presence on Instagram. It analyzes the fusion of Indonesian batik and Korean hanbok, examining the marketing strategies used by designers and the perspectives of both designers and consumers.
What are the key themes explored in the thesis?
Key themes include the emergence and popularity of Batik Hanbok as a hybrid fashion phenomenon; the role of Instagram in promoting and marketing Batik Hanbok; marketing strategies used by Batik Hanbok designers on Instagram; the perspectives of Batik Hanbok designers and consumers; and the cultural fusion between Indonesian batik and Korean hanbok.
What is the structure of the thesis?
The thesis is structured into five chapters: 1. Introduction (background, research questions, methodology); 2. Definition and Contextualization of Batik Hanbok (importance of batik and hanbok, Batik Hanbok as a phenomenon, hybrid design); 3. Promoting Batik Hanbok on Instagram (Instagram as a marketing tool, marketing strategies); 4. Interviews with Designers and Purchasers (designer perspectives, consumer perspectives); and 5. Discussions.
What research methods were used?
The research methodology involved analyzing Instagram data and conducting interviews with both Batik Hanbok designers and purchasers. Specific designers and purchasers mentioned include Maplestyleofficial, Djadibatik, servus.panda, pramestinrw04, and ochie_ipputa.
What are the chapter summaries?
Chapter 1 introduces Batik Hanbok and outlines the research questions and methodology. Chapter 2 defines batik and hanbok, exploring their cultural significance and the complexities of Batik Hanbok creation. Chapter 3 analyzes Instagram's role in marketing Batik Hanbok and the strategies employed by designers. Chapter 4 presents qualitative data from interviews with designers and purchasers.
What are the key words associated with this thesis?
Key words include Batik Hanbok, Indonesian fashion, Korean fashion, hybrid fashion, Instagram marketing, cultural fusion, Hallyu, batik techniques (batik tulis, batik cap, batik printing), social media marketing, qualitative research, consumer perspectives, and designer perspectives.
What is the significance of Instagram in this research?
Instagram serves as a crucial platform for understanding the marketing and promotion of Batik Hanbok. The thesis analyzes how designers utilize Instagram's visual capabilities and engagement strategies to reach a wider audience and promote this hybrid fashion.
What insights are provided by the interviews with designers and purchasers?
The interviews provide qualitative data on the designers' creative processes, challenges, and perspectives on merging Indonesian and Korean cultural elements. Purchaser interviews reveal their motivations, preferences, and perceptions of Batik Hanbok's unique cultural identity.
What is the overall aim of this thesis?
The thesis aims to comprehensively explore the phenomenon of Batik Hanbok in Indonesia, analyzing its cultural fusion, marketing strategies, and the perspectives of key stakeholders (designers and consumers) to provide a detailed understanding of this emerging fashion trend.
- Quote paper
- Tamara Wiedersum (Author), 2022, Batik Hanbok. Promoting a Hybrid Fashion Phenomenon on Instagram, Munich, GRIN Verlag, https://www.grin.com/document/1245690
