Mahasen Start Up Clothing Brand Business

Abstract

The Indonesian fashion industry is experiencing tremendous growth, and demand for modest clothing, especially abayas, continues to increase. Having a great interest in Muslim fashion, and seeing the potential of this business, the author came up with a good idea to create a start-up business. Packaged with simple models and colors but can give an elegant impression, the author offers an abaya product that is suitable for female students, considering that the city of Yogyakarta is very supportive as a student and tourist city, the author feels that building a business in the city of Yogyakarta is the right thing. Considering that this business is just starting, many things that need to be better prepared, this thesis explored the interesting prospects of launching an abaya fashion business in Indonesia. The aim is to find out, What is Abaya's market niche, Who the main target of Abaya, and What marketing plan to use for selling Abaya. Even though it has only been running for a short time, this business has made profits that make it feasible for this business to continue moving forward. Even though the development of this business is still far from the author's expectations, it is very necessary to carry out evaluations to develop and improve the quality of this business by the author while running this business.