STRATEGI INOVASI PRODUK UNTUK MENGHADIRKAN MODERNISASI SEBAGAI UPAYA MEREKATKAN GENERASI Z TERHADAP BUDAYA FASHION (Studi Kasus Kain Etnik Betanesia)

Abstract

Research on the contribution to expanding market share without leaving culture is a challenge. Segmentation in certain groups must have a strategy by adjusting the conditions. Culture is able to survive with modernization changes by using innovation strategies. Ethnic fabrics have a unique variety of motifs and implicit meanings contained in each image and color. Efforts to reach the entire market share with the character of Generation Z are very diverse and global in nature. Generation z has the ability to apply all activities with today's technological sophistication. Through fast internet access in generation z, Betanesia tries to pay attention to changes and influences from the influence of the internet. The research objective is to identify product innovation strategies to present modernization as an effort to glue Generation Z to Betanesian ethnic fabric products using case study qualitative research methods. Product innovation strategy research results 1). Develop new product attributes, 2). Develop various levels of quality, and 3). Developing product models and sizes (product profiling) is very appropriate and productive to glue Generation Z to culture. The development of Betanesian Ethnic Fabrics with the chosen product innovation strategy is able to capture the market by adjusting the style, model and modernization levels.