Yunia Dwie Nurcahyanie, Moses Laksono Singgih, and Dyah Santhi Dewi
Extended Abstract
The COVID-19 pandemic in Indonesia has harmed the fashion sector, particularly SMEs (small and medium-sized enterprises). In the wake of the epidemic, the Muslim Fashion Shop (MFS) sector has experienced a drop in sales. Therefore, developing innovative products and excellent customer approaches are critical to MFS resilience. This pandemic has additionally affected the shift from offline to online sales channels. Online sales features, referred to as online product reviews (OPRs), allow customers to leave comments or evaluations. OPRs are one of the sources of product feature information, and are a means of increasing valued for online consumers that some companies are currently underutilizing. In order to develop Muslim fashion designs, this project performed OPRs. The purpose of this study is to show the benefits of OPRs in the development of new Muslim fashion products in Indonesia in order to assist businesses in surviving in the new normal era. The first phase of OPR data collection at Shopee was carried out in five steps. OPR data were collected in Shopee using NVivo’s N-Capture QSR. The data obtained from phase one were needed in order to equalize perceptions and make corrections using the member check obtained data OPR method using Focus Group Discussion (FGD). The second phase consisted of eight steps. This phase sharpened the results of phase one using expert judgement word frequency analysis in NIVO. The third and final phase analysed the fashion industry’s new normal innovation approach. This research shows the usefulness of OPR data for the evolution of fashion design in Indonesia, among other findings. According to this study, companies’ expertise, experience, and design innovation are essential variables in a changing/disruptive marketplace. Ongoing research suggests utilizing OPRs to generate new design trends, high-quality products, and innovative tactics in order to sustain Muslim fashion business.
Keywords: COVID-19; fashion; Muslim; Indonesia; OPR; new normal
1. INTRODUCTION
In a form of unstable situation, government regulations have restricted community activities during the COVID-19 pandemic. This situation has changed the behavior of the Muslim fashion market in Indonesia. In 2020, regulations were passed, causing many physical stores to close. As the fashion industry was very dependent on these physical stores, the industry has suffered significant losses, especially in the Muslim fashion sector. Based on data from the Indonesian Central Bureau of Statistics in 2020, the contraction of growth in the Textile and Apparel industry fell by 34.90%, and export value decreased by 25.95% . Furthermore, the decline in the apparel industry reached -35% in 2020.These data include the Muslim Fashion industry, which is one of the largest contributors to the fashion industry in Indonesia.
2. METHODS
Phase 1: Excavation Method for OPRs of One Official Store on Shopee
Phase 2: Qualitative Study of Expert Interviews: Expert Judgment through NVivo
Phase 3: Descriptive Analysis of Fashion Industry Innovation in the New Normal Era
3. RESULTS
There are two types of Muslim clothing in Indonesia, namely, modern Muslim fashion and syar’i Muslim fashion. Modern Muslim fashion has designs that are looser in the rules, meaning, for instance, that trousers can be worn. For this fashion type, usually two or three top and bottom clothes are worn, with a shorter hijab style adopted which covers the whole body and hair. As for syar’i Muslim fashion, a long hijab usually covers the hands and developing mascraf. During the COVID-19 pandemic, the demand for Islamic fashion products has increased compared to those of the modern type. According to the expert designers interviewed, because of information on reducing the risk of being exposed to COVID-19 and using masks and more closed clothes, consumers have chosen to replace them with masks.
4. CONCLUSIONS
Entrepreneurs in the Indonesian Muslim fashion industry must immediately address the challenge of declining income due to COVID-19. The Muslim fashion industry is currently trying to restore conditions based on innovations from experts. Based on information from OPRs, which have been confirmed to impact the development of Muslim fashion products, there are features which consumers need. This study confirms that the results of features or customer requirements from OPRs will help designers to develop fashion products in the future. However, OPRs only provide general information, and adjustment to the new normal era after COVID-19 should be based on the ability to extract information from experts, experience, and the accuracy of consumer review data. The results of this study provide an opportunity to empirically test the benefits of OPRs for the fashion business and design innovation, and can assist with the efforts of the Muslim fashion industry to survive in the post-COVID new normal conditions.