THE ROLE OF THE HIJABERS COMMUNITY IN BUILDING THE BRAND EQUITY OF MUSLIM FASHION

Abstract

The community is essentially a place to combine common interests and thoughts that can benefit both community members as internal parties as well as external parties that working with the community itself to create a strong attachment. During interactions, the member of community allow to transfer and exchange of knowledge and experience that give positively values the members of the community itself. On the other side, existence within the community will help its members become more easily seen by outsiders as well generate trust and recognition from outsiders so as to provide confidence for their members. Regarding to the tight competition in the business world, business people look for marketing communication strategies that involve the community as a force that has the advantages of member loyalty, product knowledge and the closer relationship quality among members make the community as a party in determining image enhancement and strength a product or service brand. Hijab is one of the clothing sought by Muslim women. This is the reason for the emergence of a community or a group of Muslim women with hijab, as well as the hijab fashion trend itself which provides a significant increase in marketing and business activities. The purpose of this study is to find out and explore more deeply the role of the community in building the strength of brand Muslim fashion in the city of Bandung. This research uses descriptive qualitative method by taking data through interviews and observation to the board and members of Hijabers Bandung community. Based on the result of research, the role of Hijabers community in building the strength of fashion brand in Bandung City is as developer of involvement in social interaction, social adhesive and the essence of the brand itself.