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Library's collection Library's IT development CancelThe most important element of the problem is the impact of
changing lifestyle trends and its values in Jakarta, Bandung and Surabaya
to Fashion Company’s consumer and marketing core strategy.
The research approach is using qualitative approach where the
primary methods are direct observation and intensive interview includes
the intensive focus group discussion. The research itself is causal research.
From the research, it could be concluded that the lifestyle trends
phenomenon in Jakarta, Bandung and Surabaya nowadays has focused on
the human technology, women and wo-men and oriental exposure, where
the consumer is changing in values and perspective then become more
emotional due to the changes. In that case, the marketing core strategy
which suitable is marketing that have concept to satisfy consumer’s
emotional feeling and values. Capung Company should revise the
traditional process to become value-creation marketing’s strategy, tactic
and operation activities and implement the latest marketing trends. Hence,
the managers and employees should be equipped with appropriate
marketing-skill training and experience to assure that strategic and tactical
marketing could be executed at the operational level.