Swot Analysis Of Fashion Management

CHAPTER I

INTRODUCTION

1.1. Background

“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” — Coco Chanel (Levinson, 2014).

Based on Fashion Institute of Technology explanation, Designers make collections, which will be displayed from runways to store racks across countries. Moreover designers also make ideas and concepts as well as controlling the fashion world, yet fashion management is a specific bridge between society and designer’s collection. In other words, fashion management will specifically select what are the best for target market in looks and trends, mixing and matching colors, sizes and silhouettes as well as what price

They choose road bike.

- Off-Road: Seek for a tough bike with specific features to cycling on rocky, rooty trails and handle dirt, mud or sand. These kind people choose mountain bike.

- Dedicated: People who have more loyalty to bike. Usually they have more than one type of bikes. (Ruth, 2011, p. 08)

There are several types of bicycle, for example, mountain, road bike, fixed gear up and so many more. Based on Herman Sirua, an INA Sports Committee, Fixed Gear Up as known as Fixie bike becomes more popular at Jakarta in 2011. Yet Fixie demanding is decreasing while Mountain bike stability is consistent (Firdaus, 2012). Not only Car Free Day event for cycling, people at Jakarta also started to “Bike to Work” and become commuters, not only go to the office but also regular place basis.

Commuter is a person who does the regular basis by bicycle. New commuters emerges by the factors of care for the environment, healthy life, saving and comfort. The bike also simple, as long as it has brake, could be a folding or road bike (Ruth, 2011). In Jakarta, Bike to Work is one of the most successful

Dual function means that it has a pannier bag hook attachment and shoulder strap to make a dual designs bag, which are two styles of bags. The styles of the bag are inspired from simple, functional and casual. Therefore, the perfect city inspiration is New York. Moreover, this bag will provide solution regarding cycling event, especially commuting.

1.3. Aims and Benefits

1.3.1. Aims of the project

Creating a bag that has dual function and designs to overcome the problem occurs on cycling activities: reduce the exceed perspiration and create practicality bags that has various pannier attachments for cyclist.

1.3.2. Benefits of the Project

- Commuters have a functional bag with practicality of two designs that provides more comfort while cycling.

- This bag will fulfill their needs on style, design as well as price.

1.4. Structure

1.4.1. Chapter 1: Introduction

This chapter consists of Introduction that is writer chosen topic’s general explanation, background of the problem, scope and the aims and benefit of the thesis.

1.4.2. Chapter 2: Theoretical