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ABSTRAK
ABSTRAK
REBRANDING DESAINER AAN IBRAHIM SEBAGAI SALAH SATU
UPAYA UNTUK MEMPERKENALKAN KERAJINAN SULAM USUS
SEBAGAI SALAH SATU FASHION INDONESIA
Oleh
Chatrine Febrina
NRP 1064023
Sulam Usus merupakan baju adat khas Lampung yang terbuat dari kain berbahan satin dan
dijahit berbentuk menyerupai usus ayam yang berbelit-belit sehingga menghasilkan visual
yang menarik dan unik. Namun disayangkan masyarakat luas belum mengenal kerajinan
sulam usus, oleh karena itu perlu dilakukan perancangan brand salah satu desainer sulam
usus yaitu Aan Ibrahim untuk lebih mempopulerkan kerajinan sulam usus sebagai salah satu
fashion khas Indonesia.
Berdasarkan observasi yang dilakukan pada kerajinan sulam usus maka target pasar yang
sesuai untuk diperkenalkan mengenai kerajinan ini adalah wanita dengan usia 30 – 50 tahun
dengan demografis kota Jakarta. Berpendidikan dan berpenghasilan menengah keatas (
kaum sosialita ) dengan gaya hidup berani mengeluarkan uang lebih untuk mengikuti trend
fashion.
Konsep perancangan rebranding ini adalah ingin mengkomunikasikan kesan elegan dan
authentic khas fashion Indonesia. Media yang digunakan yaitu perancangan butik, business
suite, invitation card, booklet, iklan majalah, iklan koran, packaging box, website, media
sosial facebook dan instagram serta billboard sebagai media pendukung brand dari Aan
Ibrahim.
Diharapkan dengan adanya rebranding ini, masyarakat dapat mengenal sulam usus sebagai
salah satu alternatif fashion khas Indonesia dan lebih mengapresiasi kerajinan sulam usus
sebagai salah satu kekayaan budaya khas Indonesia.
Kata kunci: Rebranding, fashion, sulam usus, Lampung.
Universitas Kristen Maranatha
ABSTRACT
REBRANDING DESIGNER AAN IBRAHIM AS AN EFFORT TO
INTRODUCE SULAM USUS CRAFT AS INDONESIA
TRADITIONAL FASHION
Submitted by
Chatrine Febrina
NRP 1064023
Sulam usus are a traditional Lampung apparel which made from satin that are sewn with an
intestine pattern to create a unique and distinctive visual pattern. Unfortunately, sulam usus
has not widely known yet among Indonesian society and because of that, it is crucial to put
a brand to sulam usus to increase people’s interest to this local design. The idea is to use
Aan Ibrahim (one of the sulam usus designer) as a brand to put this strategy in motion and
to increase sulam usus popularity as part of Indonesian fashion.
According to the data that has been gathered during the observation, sulam usus are
suitable for woman with age ranging from 30 – 50 years old (according to Jakarta
demography), well educated, and belongs to middle or high class strature (sosialita) with
adventurous life style and willingness to spend extra amount of money to follow the always
changing fashion.
The concept of this rebranding is to communicate the elegant and authenticity of Indonesian
fashion. Boutique design, business suite, invitation card, booklet, magazine advertisement,
newspaper advertisement, website, social media facebook and instagram, and billboard will
be the supporting media for Aan Ibrahim brand.
Hopefully with this rebranding, people will finally know sulam usus as Indonesian
alternative fashion that will eventually lead to people acknowledge sulam usus as part of the
Indonesian Culture.
Keyword: Rebranding, Fashion, Sulam usus, Lampung.
Universitas Kristen Maranatha
DAFTAR ISI
HALAMAN JUDUL ...................................................................................... i
LEMBAR PENGESAHAN .......................................................................... ii
ABSTRAK ................................................................................................... iii
ABSTRACT ................................................................................................ iv
LEMBAR PERNYATAAN ORISINALITAS KARYA............................... v
DAN LAPORAN
PERNYATAAN PUBLIKASI LAPORAN TUGAS AKHIR ..................... vi
KATA PENGANTAR ................................................................................... vii
DAFTAR ISI ................................................................................................ ix
DAFTAR GAMBAR .................................................................................. xiii
DAFTAR TABEL ...................................................................................... xv
DAFTAR LAMPIRAN .............................................................................. xvi
BAB I PENDAHULUAN
1.1
Latar Belakang Masalah .................................................................... 1
1.2
Permasalahan dan Ruang Lingkup
1.2.1
Permasalahan ......................................................................... 2
1.2.2
Ruang Lingkup ...................................................................... 2
1.3
Tujuan Perancangan .......................................................................... 2
1.4
Sumber dan Teknik Pengumpoulan Data .......................................... 2
1.5
Skema Perancangan ........................................................................... 4
BAB II LANDASAN TEORI
2.1
Desain Komunikasi Visual .............................................................. 5
2.1.1
Pengertian Desain Komunikasi Visual .................................. 5
2.1.2
Fungsi Desain Komunikasi Visual ........................................ 6
Universitas Kristen Maranatha
2.1.3
2.2
Branding ............................................................................................ 8
2.2.2
2.3
Elemen-elemen Desain Komunikasi Visual .......................... 7
Definisi Branding .................................................................. 8
Fashion .............................................................................................. 8
BAB III DATA DAN ANALISIS MASALAH
3.1
Data dan Fakta ................................................................................... 10
3.1.1
Sulam Usus ............................................................................ 10
3.1.2
Perusahaan atau Lembaga Terkait ......................................... 10
3.1.3
Pariwisata Kota Lampung ..................................................... 13
3.1.4
Hasil wawanca dengan desainer pelopor .............................. 14
Pakaian Sulam Usus
3.1.5
Hasil wawancara dengan Niken Oktaviani salah ................. 17
satu pengunjunjung Indonesia Fashion Week 2014-05-24
3.1.6
Hasil wawancara dengan Christina Tandjung, ..................... 17
Melianawati dan Angela Budiman pengunjung Indonesia
Fashion Week 2014
3.1.7
3.2
Tinjauan karya sejenis .......................................................... 18
Analisis terhadap Permasalahan berdasarkan data dan fakta ............ 19
3.2.1
SWOT .................................................................................... 19
3.2.2
STP ........................................................................................ 20
BAB IV PEMECAHAN MASALAH
4.1
Konsep Komunikasi .......................................................................... 22
4.2
Konsep Kreatif................................................................................... 22
4.2.1
Konsep visual ........................................................................ 22
4.2.2
Konsep Verbal ....................................................................... 24
Universitas Kristen Maranatha
4.3
Konsep Media .................................................................................... 24
4.3.1 Butik ...................................................................................... 24
4.3.2 Business Suite ......................................................................... 25
4.3.3 Invitation Card ....................................................................... 25
4.3.4 Booklet .................................................................................... 25
4.3.5 Iklan Majalah Dewi ................................................................ 25
4.3.6 Iklan Koran Wanita Indonesia ................................................ 26
4.3.7 Packaging Box ........................................................................ 26
4.3.8 Website ................................................................................... 26
4.3.9 Instagram ................................................................................ 27
4.3.10 Facebook ................................................................................ 27
4.3.11Billboard .................................................................................. 27
4.4
Hasil karya ......................................................................................... 36
4.4.1
Logo ....................................................................................... 28
4.4.2
Business Suite ........................................................................ 29
4.4.3
Packaging Box dan Price Tag ............................................... 29
4.4.4
Invitation Card ...................................................................... 30
4.4.5
Facebook ............................................................................... 30
4.4.6
Instagram ............................................................................... 31
4.4.7
Booklet ................................................................................... 31
4.4.8
Iklan Majalah Dewi ............................................................... 32
4.4.9
Website .................................................................................. 32
4.4.10 Galeri butik ............................................................................ 34
4.4.11 Billboard ................................................................................ 37
4.4.12 Iklan Koran Wanita Indonesia ............................................... 38
Universitas Kristen Maranatha
BAB V PENUTUP
5.1
Kesimpulan ........................................................................................ 41
5.2
Saran .................................................................................................. 41
DAFTAR PUSTAKA ............................................................................................ 42
LAMPIRAN A ........................................................................................................ 43
DATA PENULIS ................................................................................................... 44
Universitas Kristen Maranatha
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