Safiratul Zakiah, dkk. Branding a Memorable: Studi Kasus pada... MediaTor, Vol 13 (1), Juni 2020, 91-100
Branding a Memorable: Case Study on “Residivist Streetwear” Bandung
1Safiratul Zakiah, 2Yulianti
1, 2Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Jl. Tamansari No. 1, Bandung, Indonesia. E-mail: [email protected],2 [email protected]
Abstract: The trust issue occurred toward the former prisoners made it difficult for them to return to society. Based on this issue, an effort was made to counter the stereotypes developed in community. Unlike other clothing businesses, “Residivist Streetwear” has a unique concept, which manifested in the design of its products. “Residivist Streetwear” uses the idea of “prison culture” in every designs. Moreover, 99% of its employees are recidivists. With the stigma and discrimination that the ex-prisoners received, it is not easy for “Residivist Streetwear” to make its brand known and accepted by community. This article aims to find and to analyze Residivist Streetwear’s branding strategies. The method used in this study is a qualitative method with a case study approach. Based on the research, it was found that Residivist Streetwear’s branding strategies included, (1) increasing brand appeal through product maker’s background, brand name, product hang tag, and the use of product design with the “Prison Culture” concept; (2) communicating brands through endorsement, sales promotion, social media, television, and various events and programs of the Anugerah Insan Residivist Foundation; (3) the use of product design with the concept of “prison culture” is a hallmark of “Residivist Streetwear” in changing the stigma aimed by the community to ex-convicts.
Keywords: Branding Strategy, “Residivist Streetwear”, Prison Culture.
INTRODUCTION commit recurring crimes, or what we Acts of discrimination carried know as recidivists. Former prisoners out by the community accompanied by need to be given the opportunity to be negative labels aimed at ex-convicts able to restart life in society. Especially resulted they are experiencing difficulties because those who are unemployed are in conducting socialization in the substantially more likely to return to community. Direct sanctions imposed by crime than those who work (Clear, 2007). the citizen on people who are considered Departing from these social to have a negative stigma, namely by problems, there is an effort that is present limiting their social participation. They to fight the stereotype that has been are not allowed to play certain economic developing in the community. Different or social roles, including being refused from other clothing businesses, “Residivist as workers / employees, being denied to Streetwear” has a unique concept, namely apply for the credit, being prohibited to by using the concept of “Prison Culture” living in one area, being refused to joint in every product design. Where the design the police corps, and others. According to has profound philosophies about the lives Kartono (in Akhyar et al., 2014), they were of ex-convicts when inside and outside expelled or ostracized from the public. the detention center. This is as according This is what then causes ex-convicts to to Keller (1993), customer-based brand
DOI: https://doi.org/10.29313/mediator.v13i1.5209 91 MediaTor, Vol 13 (1), Juni 2020, 91-100
equity occurs when consumers are products, but also logistics, customer accustomed to brands and keep several support, and the image and company beneficial, strong, and unique brand policies that accompany these products. associations in memory. Not only that, Streetwear Residivist tries to build its 99% of its employees are also ex-convicts product image by creating differences who want to change their lives for the between products. Teach consumers about better. However, these ex-convicts face “who” the product is by giving its name various challenges when they return to and other brand elements to identify the society. Especially when they are looking product. Likewise with what the product for work, there may not be a greater or does, and why consumers should pay more important challenge than finding attention (Kotler & Keller, 2009: 260). work. Work is a key factor influencing Previous racial or ethnic prison one’s success after being imprisoned terms remain an important barrier to (Holzer et al., 2002; Waldfogel, 1994). success in getting a job. These results are Therefore, Streetwear Residivist is very strong for direct job applications present as a business line that fights for and somewhat smaller for online job the fate of ex-convicts. applications (Decker et al., 2015). According to Hirschfield & Piquero The existence of negative stigma and (2010); Uggen et al (2014), the stigma discriminatory actions cause Residual that results from prison, which negatively Streetwear to experience difficulty in influences the possibility of securing a branding. This is as according to Al- job. Nevertheless, these ex-convicts can Jauhar & Ali Imron (2014), the existence show that they are able to make a business of negative stigma and discriminatory that is no less competitive in the market, actions aimed at the community at with an income of 5-50 million per month. ex-convicts resulting in ex-prisoners This is as stated by Asep Djuheri (Heri difficulties in conducting socialization in Coet) as the Commissioner of Residwear the community. Streetwear, It is not easy for “Residivist Streetwear” to make its product brand If it is deserted a month, you can recognized and accepted by the public. get out at most 100 pcs, lonely 100 pcs Moreover, branding is now considered out a month. If a month is around, if very important in determining the the average is taken, it can be 5 to 25 success of a brand, because as we million if it is averaged. Only if it can realize today there is an explosion of be up to 50 million more.1 the number of choices or brands offered and have equality of speciality, which According to Kertamukti (2015: ultimately makes consumers confused 87), in the business world, corporate to choose. Where consumers now prefer brands and product brands are intangible products based on the reputation of a company assets, but it is very important to brand. consumers see the brand as an maintain credibility. So we need effective important part of the product, and brand facilities and infrastructure to be able determination can add value to a product to introduce and embed the company’s (Kotler & Armstrong, 2008: 275). Every product brand in the minds of consumers, day, thousands of companies spend known as branding. According to millions of dollars building external brand McQuiston (2004), branding is a identity and customer loyalty. Branding multidimensional construct that includes implies more than just selling a product or not only how customers see physical service; the best companies create strong
92 Safiratul Zakiah, dkk. Branding a Memorable: Studi Kasus pada... emotional connections between messages market. Building brand positioning by and products (Sartain, 2005). making loveable products; building Branding efforts will fail or, at a brand identity with a strong logo least, only achieve minimal success, philosophy; building brand personality unless the company invests in maintaining by adjusting to the client’s character; its internal brand. Human resources, in and building brand communication using this case recidivist Streetwear workers, non-profit facilities. who are mostly ex-convicts, become a starting point that will make or break METHOD a company’s brand, and ultimately The method used in this research the results of the company itself. In is a qualitative method with a case study fact, companies that neglect their approach. According to Kirk and Miller internal brands significantly reduce the (in Moleong, 2017: 4), defining qualitative potential impact of their external brands. research as a particular tradition in social According to Sartain (2005), internal science that is fundamentally dependent branding efforts are new energy among all on observations in humans, both in the organizations. As Yahoo! to build a strong region and in its terminology. In this brand image including attaching lifestyle, case the researcher tries to outline a transformation, potential, excitement, deep understanding related to a social and product fulfillment. In this regard, the reality from the actor’s point of view, company needs to make a comprehensive interpreting the meaning behind the data master plan, which explains how the observed by the researcher by building company will achieve all the goals that a model based on research data in the have been set based on a predetermined field regarding the branding strategy of mission (Rangkuti, 2013: 183). Therefore, “Residivist Streetwear” products. researchers are interested in knowing According to Sugiyono (2016), how the strategies used by “Residivist this qualitative research method is often Streetwear” in making their product called the naturalistic method because brands can be known and accepted by the this research is carried out in natural public. conditions. So through this qualitative The purpose of writing this article method, researchers can find out and is to find out the “Residivist Streetwear” observe events naturally. Researchers strategy in increasing brand appeal see and feel directly what is done by the and communicating brands, as well as source of research, without reducing or the reasons why Residivist Streewear exaggerating the results of research in uses product design with the concept of the field. One type of qualitative research “Prison Culture”. After all “Residivist is research with a case study approach. Streetwear” is a business established and According to Stake (in Creswell, 2015: managed by ex-convicts, it is not an easy 137), qualitative case studies can be thing for these ex-convicts to make their arranged to illustrate unique cases, cases product brand acceptable and known to that have an unusual interest in themselves the public, especially the stigma attached and need to be described or detailed. In to the ex-convict. this regard, the existence of Streetwear A study related to clothing Residivist is a unique phenomenon, where branding strategies has also been the business is built and managed by ex- conducted by Farid (2017); Putra (2018) convicts, they try to change the stigma that which shows that innovative, unique and has been developing in the community character products can reach a wider through a work with all the uniqueness
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of “Prison Culture” as outlined in product a sale value. Based on the results of the design. This gives something different study, it was found that the Streetwear from other clothing businesses. So that Residivist branding strategies are the existence of these efforts is expected included: to be able to elevate the dignity, status and dignity of ex-convicts, and to make Streetwear Residivist Strategies in the lives of these ex-prisoners better. Increasing Brand Attractiveness In this case, the researcher tries to In order to introduce and embed explore the explanation of the causality brands in the minds of consumers, contained in the object under study Streetwear Residivist strategy in through a case study approach by using branding one of them by increasing the explanatory research question types, attractiveness of the brand. The Streetwear namely how and why. The data collection Residivist strategy in increasing brand techniques used in this study were appeal, namely through the background (1) in-depth interviews with four key of product makers, product quality, informants, namely the Commissioner, brand names, product hang tags, and the Marketing Manager, Marketing Staff, use of product designs with the concept and Creative Director of Streetwear of “Prison Culture”. The Streetwear Residivist, as well as two supporting Residivist strategy in increasing the appeal informants namely Residual Streetwear of this brand, including brand personality. consumers who came from former circles According to Gelder (2004), brand convict and non-convict. These subjects personality is a developed to enhance the are chosen because, they have a direct appeal of a brand to consumers. Brand involvement in the phenomenon under personality is a way that aims to increase study, the subject experiences and knows the appeal of the brand from outside in the phenomenon; (2) observations on the eyes of consumers. company work processes, use of social First, the background of the product media, and other activities that support maker. In this case, 99% of Streetwear the branding activities of “Residivist Residivist employees are ex-convicts. Streetwear” products; (3) documentation The remaining 1% are volunteers who in the form of photos, books, and data care about the efforts of these ex- stored on websites, online newspapers, convicts. This is the main attraction for or shows on several social media such Residivist Streetwear, because companies as Youtube, Facebook, and Instagram in general will prefer employees who regarding the branding of “Residivist have a good reputation and background Streetwear” products as document in life. However, Streetwear Residivist is studies. actually more prioritizing ex-convicts to work in his place. This is in accordance RESULTS AND DISCUSSION with the aim of Residivist Streetwear, The presence of Streetwear namely to fight for the fate of ex-convicts, Residivist in Bandung brought a big the welfare of their lives, and together change, not only for ex-convicts, but also against the stereotype that has been for prisoners who were still in detention. developing in the community. This is because the perceptions built by Second, product quality. Although “Residivist Streetwear” in the minds of most Streetwear Residivists are ex- audiences related to the brand of their convicts, the products produced are products succeed in showing that these of good quality. The material used is ex-convicts can produce works that have also a premium material, so it can be
94 Safiratul Zakiah, dkk. Branding a Memorable: Studi Kasus pada... juxtaposed with other well-known from one of the sellers or seller distros. In addition, the process is even groups, and differentiate them from more thorough and detailed. This is competitors. because these ex-convicts are already accustomed to surviving the various From a moral standpoint, the use pressures of life they are undergoing, so of the name “Residivist Streetwear” they are far more creative and have much as a product brand, namely to change stronger endurance. This is evidenced by the negative stigma directed at the consumer satisfaction with the quality of community to ex-convicts, as previously Streetwear Residivist products. explained. But when viewed from a In this regard, product quality is business perspective, a company does one of the main positioning facilities need to be creative in making something. for marketers. Product quality has a Because the brand is one of the most direct impact on product performance. important elements in marketing. This is Therefore, product quality is always as according to Hermawan (in Bungin, closely related to value and customer 2015: 66), which says that the most satisfaction. This is as stated by The important elements of marketing are American Society for Quality (in Kotler brand, positioning, and differentiation. & Armstrong, 2008: 237), that quality as In this connection, “Residivist a characteristic of a product or service Streetwear” makes a sensational brand. depends on its ability to satisfy customer Where, this recidivist word has a needs both expressed or implied. negative connotation, which is a term Third, the brand name. The use for recurrent criminals. This is done as a of the name Streetwear Residivist as a way of “Residivist Streetwear” in making brand of this product, originated from its brand more quickly known by the the existence of negative stigma and public. Because now consumers will be discriminatory actions aimed at the more likely to choose products with more community at ex-convicts. So this is famous brands. This is as according to expected to change the image of ex- Kartajaya (2010: 3), which is as follows: convicts, where the recidivist name is no longer synonymous with crime, Customers will likely choose but is a brand of a product. Residivist products with more well-known Streewear wants to show the public that brands. Employees also tend to prefer these ex-convicts can produce a work to work in companies that have a good that has a sale value and is beneficial to brand or reputation. Likewise with the community. Because actually a brand investors, they will also consider the must show the identity of a company that company’s brand in investing. makes it different from competitors. This is as said Kotler & Armstrong (2008: With the famous brand of Residivist 275), that the brand is a name, term, sign, Streetwear, it will be easier for “Residivist symbol, or design, or a combination of Streetwear” to change the negative stigma all them, which shows the identity of the that has been directed by the public to ex- maker or seller of the product or service. convicts. Likewise with that expressed by Kotler & Fourth, the product tag hang. Keller (2009: 258), Streetwear residivist has a different product hang tag than the hang tag in Names, terms, signs, symbols general, because the writings contained in or designs, or combinations thereof, the hang tag have a deep meaning. Among intended to identify goods or services
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them “4x8 (do not need to be measured must have its own uniqueness associated like jobless)”; or writing “The Work of with its products to be able to survive in the Former (Criminals) That Are Good, the market. This is in line with what is Do Not Be Stolen / Hijacked, Think and expressed by Zakiah (2019: 841), that the Make It Difficult to Enter prison First” attractiveness of “Residivist Streetwear” which has a philosophical meaning so that is one of the supporting factors of with this hang tag, is expected to show “Residivist Streetwear” in branding. the identity of the company, and become unique for the company in promoting, and The uniqueness of “Residivist supporting the position of its products in Streetwear” is one of the supporting the market. factors of “Residivist Streetwear” Fifth, product design. In this case in branding. The uniqueness of this Streetwear Residivist uses the concept Streetwear Residivist lies in the of “Prison Culture”. Where the product concept of “Prison Culture” which design uses prison terms, and has its own is used in the design of its products. philosophy in every design. Where the design concept uses prison Like the design of “Marijuana”, terms, and has its own philosophy in which includes clause 111 paragraph 11 each design. of the Narcotics Act. Where the clause mentioned the punishment that “Please Streetwear Residivist Strategies in give” hard to narcotics users. So that this Communicating Brands is expected to be able to urge the public Next, the Residivist strategy in not to use the prohibited goods, or the branding is by communicating its product design of “Alert Eight Tails”, related to brand. The Streetwear Residivist strategy clause 378 of the Criminal Code on Fraud in communicating its brand to consumers, and Embezzlement, as well as several including through the relationships they other designs aimed at providing appeals have; sales promotion; endorsement; and education to the public related to several media, such as television electronic criminal law clauses. media, as well as social media Facebook In fact, the socialization of the and Instagram; or by conducting direct criminal law clause as outlined by socialization to prisons, as well as the “Residivist Streetwear” in the design of general public through programs of the this product, was given appreciation by Anugerah Insan Residivist Foundation, one of the national print media, namely as well as through various events that are Galamedia. Where this Galamedia participated in. This is in line with the contains a news regarding the design of phrase according to Schultz and Barnes “Residivist Streetwear” products, titled (in Kusno et al., 2007: 45), which is as “Socializing Criminal Law Clauses follows: Through Shirt Design”. To be able to communicate the brand As for some other Streetwear to consumers, the company uses internal Residivist product designs, such as the and external communication, such as design of “Lapak Jago”, “Install Body”, sales promotion, events, public relations, “Slow Migow”, “Poex CS”, “Key”, “Iron direct marketing (catalog delivery, mail, Bars”, “100% PELK”, and so forth. telephone, fax, or email), corporate Where the designs are also taken from sponsorship, namely offering products prison terms, and has its own philosophies / services by working the same as other in each design. companies as sponsors, and advertising In this regard, the essence of a brand are ways to introduce products / services
96 Safiratul Zakiah, dkk. Branding a Memorable: Studi Kasus pada... through all kinds of advertisements. Streetwear” is always to change the The presence of Asep Djuheri negative stigma and discriminatory (Heri Coet) figures in various television treatment aimed at the community at ex- stations, such as in the “Motivation” convicts. Likewise with the use of the program, TVRI; “Morning Show”, Net concept of “Prison Culture” in the design TV; “Extraordinary” RTV; “Liputan 6 of products, through this product design evening”, SCTV; “Window”, MNC TV, with the concept of “Prison Culture”, “I’m Possible”, “Kick Andy” and “360”, Residual Streetwear wants to show that Metro TV; “On the Spot Reveal”, Trans 7; ex-convicts who are underestimated “Bandung Answering”, Kompas TV, etc. by the community can work, produce opens a great opportunity for “Residivist something, and benefit the community. Streetwear” in introducing its brand to So the design concept taken also came a wide audience. In addition, through from prison terms. Where every design several programs of the Anivity Insan has a deep philosophy about the lives of Residivist Foundation, Asep Djuheri (Heri ex-convicts inside and outside detention. Coet) also always introduces “Residivist This is done to show that the products Streetwear” by bringing its products into produced by “Residivist Streetwear” are these programs. Not only that, Streetwear the work of ex-convicts. Residivist often follows various events in Streetwear Residivist also believes, communicating their brands. by using the concept of “Prison Culture” In addition, endorsement has in the design of this product, will be become one of the tools of Streetwear something unique for fashion lovers. Residivist in communicating its brand. Because to compete with well-known In this case, many public figures have brands in the market it will be difficult participated in promoting Streetwear if this Streetwear Residivist product is Residivist products, including the not unique. So the reason for using the Antrabez Band, Entis Sutisna (Sule), concept of “Prison Culture” in the design Ian Darmawan, Rico Ceper, Andy Noya, of this Streetwear Residivist product, in Deddy Corbuzier, Gilbert Joshua (Gilbert addition to changing the negative stigma Saint Loco), Michael Howard, Michael that has been aimed at ex-convicts, is also Howard, Merry Riana, Ben Kasyafani, as a characteristic, or its own uniqueness Roby Satria (Roby Geisha), Billy that distinguishes “Residivist Streetwear” Breakline, Deddy Mizwar, and others. products from other similar products. However, this is done by the public Some Streetwear Residivist product figures voluntarily, without using fees. designs also contain a philosophy that But in this case, not much sales aims to provide motivation, education, promotion is done by Residivist and appeals, both for the community Streetwear, just giving discounts and for the ex-convicts themselves. (discounts) at certain events, discounts As well as, the design of “Iron Bars”, for resellers with a minimum purchase “RSDS (Hospital Yourself), and” Keys of 10 pcs of products, 20% discount for “. in providing education and appeals old goods stock, or a 20% discount with to the public, Streetwear Residents are no limits set specifically for prisoners and also conducting socialization of clauses ex-convicts. through the design of their products, such as the “Eight-Tailed Alert” related to Reasons for Using Product Design with clause378 of the Criminal Code on Fraud the “Prison Culture” Concept and Embezzlement, or the “Cannabis” Basically, the purpose of “Residivist design related to clause 11 Paragraph 111
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FIGURE 1. Streetwear Residivist Branding Strategy Model
of the Narcotics Act. advantages. So that the design of this Streetwear Residivist product not only contributes to From the explanation of the results the appearance of the product, but also in of the branding strategy above, in order terms of its benefits. This is in accordance to be able to follow up using a different with the statement according to (Kotler method, taking discussion related to the & Armstrong, 2008: 274), which is as culture of the company, as well as the follows: meaning in the products offered so that the message in the design can be conveyed to Unlike style, the design is more consumers. than just outer skin. Design is the heart of the product. Good design not only CONCLUSION contributes to the appearance of the product, but also in its benefits. Good Today’s competitive business design starts with a deep understanding environment, industrial marketers must of customer needs. More than just work harder to achieve some degree of creating product attributes, design differentiation so as not to be seen as a involves shaping the product’s user commodity. Many companies have tried experience. Therefore, product to achieve this differentiation through designers should not think too much their product brands. Branding, however, about product attributes and technical is more than just putting the name of a specifications, but rather think about company on a product and broadcasting how customers use and benefit from that name to the target audience. For the product. Good design can increase industrial products, branding is a customer value, cut production costs, and create strong competitive multidimensional construct that includes
98 Safiratul Zakiah, dkk. Branding a Memorable: Studi Kasus pada... not only how the customer sees the Pustaka Pelajar. physical product, but other factors that Decker, S. H., Ortiz, N., Spohn, C., & adhered to the product. Hedberg, E. (2015). Criminal Stigma, The product branding strategy of Race, and Ethnicity: The Consequences the “Residivist Streetwear” industry has of Imprisonment for Employment. shown how companies can partake of Journal of Criminal Justice. basic commodity clothing products with Farid, Rudy. (2017). Kajian Strategi in-depth knowledge from ex-convicts. Branding Clothing UNKL347. Jurnal They succeeded in using innovative Komunikasi Visual dan Multimedia, marketing strategies in creating brands. 8(1), 59-81. Streetwear Residivist has succeeded in Hirschfield, P. J., & Piquero, A. R. (2010). creating and managing brands, as well Normalization and Legitimation: as gaining market share and profits. Modeling Stigmatizing Attitudes Streetwear residivist has opened up Toward Ex-offenders. Criminology, opportunities for ex-convicts to get a 48(1), 27–55. job, where the human resources of the Holzer, H. J., Raphael, S., & Stoll, M. A. company are indeed mostly ex-convicts. (2002). Can Employers Play a More On the other hand simultaneously, Positive Role in Prisoner Reentry?. “Residivist Streetwear” also provides a Washington, DC: The Urban Institute. deep message for consumers through the Kartajaya, Hermawan. (2010). Brand philosophies contained in the product Operation. Jakarta: Esensi Erlangga design that it creates. The naming of Group. Streetwear Residivist itself has given a Keller, K. L. (1993). Conceptualizing, “strong” brand to consumers because it Measuring, and Managing Customer- creates an emotional connection between Based Brand Equity. Journal of the brand and the product, so consumers Marketing, 57(1), 1-22. are made curious about the products Kertamukti, Rama. (2015). Strategi Kreatif produced. dalam Periklanan: Konsep Pesan, Media, Branding, Anggaran. Cetakan REFERENCES ke-1. Jakarta: PT. RajaGrafindo Akhyar, Z., Matnuh, H., & Najibuddin, M. Persada. (2014). Persepsi Masyarakat terhadap Kotler, P. & Armstrong, G. (2008). Prinsip- Mantan Narapidana di Desa Benua Prinsip Pemasaran. Edisi 12. Jilid 1. Jingah Kecamatan Barabai Kabupaten Jakarta: Erlangga. Hulu Sungai Tengah. Jurnal Pendidikan Kotler, P., & Keller, K. L. (2009). Kewarganegaraan, 4(7), 545–557. Manajemen Pemasaran. Edisi 13. Jilid Al-Jauhar B Ali Imron. (2014). Konstruksi 1, Terjemahan Bob Sabran. Jakarta: Masyarakat terhadap Mantan Erlangga. Narapidana. Paradigma, 02(01), 1–6. Kusno, F., Radityani, A., & Kristanti, M. Bungin, Burhan. (2015). Komunikasi (2007). Analisa Hubungan Brand Pariwisata. Jakarta: Prenada Group. Strategy yang Dilakukan Goota Clear, T. R. (2007). Imprisoning Communities: Japanese Charcoal Grill and Cafe dan How Mass Incarceration Makes Brand Equity yang Sudah Diterima Disadvantaged Neighborhoods Worse. Konsumen. Jurnal Manajemen New York: Oxford University Press. Perhotelan, 3(1), 43-56. Creswell, J. W. (2015). Penelitian Kualitatif McQuiston, D. H. (2004). Successful dan Desain Riset (Memilih di antara Branding of a Commodity Product: Lima Pendekatan). Yogyakarta: The Case of RAEX LASER Steel.
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