Content Marketing of Fashion Product in COVID-19 Crisis

Abstract

          Pandemic of the Covid-19 virus as a result, business related to fashion such as clothes, costumes and accessories, both small and large scale, which has forced those businesses to adjust its operations for survival. The main characteristics of fashion business changes in this era are mainly focusing on adapting the strategies of using technology to increase sales and promotion channels. In particular, content marketing is a marketing process that will attract attention. and interactions with consumers by not focusing on sales, but focusing on the content to create a story for the product. to impress consumers until brand awareness and affect brand loyalty.

          From the study of content-oriented marketing approaches based on academic concepts and the practical results of various fashion brands, it was found that Brands that create valuable content stand out from the competition. Directing the consumer will result in consumer awareness, interest, follow up and engagement with the brand. Using social media to publish brand content and news Until it's a distribution channel in this era where consumers can't go shopping at department stores at certain times, good content can help them reach consumers until they create an influential response. to build a brand as well.