@thesis{thesis,
		author={Simatupang  Monika},
		title ={Strategi Pemasaran Niche Market dalam Mempertahankan Bisnis Fashion Luxury di Tengah Pandemi Covid-19 (Studi Kasus pada  @IFASHIONHYPEBEAST.ID)},
		year={2022},
		url={http://repository.podomorouniversity.ac.id/739/},
		abstract={Since the emergence of the COVID-19 outbreak in early 2020 to Indonesia, the
business sector has been hampered, causing various companies to suffer losses, lay
off employees, and go out of business. This is due to a decrease in people's
purchasing power. On the other hand, business people can also see the potential
behind this pandemic, such as in the luxury fashion sector. This study aims to
determine the marketing strategy in maintaining the luxury fashion business in the
midst of the COVID-19 pandemic by using the Niche Market strategy. The research
was conducted using a descriptive qualitative method with the Niche market
strategy method, namely a strategy to market specifically for superior products that
can attract a specific market that allows few competitors and creates profitability.
Information obtained from the analysis of marketing strategies in maintaining the
luxury fashion business seen from the Niche Market strategy method. With the
decline in demand for luxury fashion goods, business people can take advantage of
this condition to obtain goods below the average price. Furthermore, by
implementing a direct selling system to the buyer by becoming a third party, the
mediator can earn income using a profit sharing system. This Niche Market strategy
needs to be complemented by the right marketing plan, namely looking for the
luxury fashion market according to the target consumer, such as collaborating with
individuals or groups who have an interest in branded goods, luxury fashion
boutique stores, and attending high-end events. The plan can be carried out online,
including participating in sports car and business events from the Ministry of
Foreign Affairs to find a consumptive market for luxury fashion products.}
		}