For the final project of International Fashion Business program, the students developed Brand Leverage Strategies to help well-established lifestyle brands grow and innovate in the industry.
The students chose one of two approaches. Brand Extension, which focuses on launching a new product category not yet offered by the brand while maintaining the same price and quality standards, or Co-Branding, where two brands collaborate, either by integrating one brand into another as a component or combining both to create a new product or service.
These are the students' innovative final project ideas.
for educational purposes only
Gabriela Aziya W
CO BRANDING: KULASENTANA
SECTOR: Diningwear
KULASENTANA is a collaboration brand between Sapto Djojokartiko and Jenggala. With the core idea "beyond the art in creating stories of vogue and banquet," it results in a vision of combining the tone of fashion and dinnerware, where customers can create their own dining experience with its own theme. Sapto Djojokartiko could expand his motif expressions that will be implemented into the ceramic dinnerware through collaboration with Jenggala. With the mission and promise of creating dinnerware that blends fashion and cultural values in design, the brand focuses on managing the quality of each product.
Hana Salsabila
EXTENSION LINE: TATA MENATA
SECTOR: Homeware
for educational purposes only
The extension project of The Body Shop into the homeware sector reflects the brand's concern for the homeware market and plastic waste in Indonesia. All products will be made from 100% recycled plastic.
Margareth Michelle H.
CO BRANDING: HEVEYA
SECTOR: Bedding
for educational purposes only
This collaborative project between Young Living, a global leader in essential oils, and Heveya, a Balinese bedding brand, introduces Scent Somnia: a unique range of scented pearls and bedding. The project was inspired by the growing recognition of the potential health benefits of natural remedies, particularly during sleep. Given Jakarta’s recent air quality challenges, Scent Somnia aims to educate consumers about the advantages of incorporating natural elements into their sleep routines. Through the exclusive launch of scented products by Young Living and complementary bedding by Heveya, this collaboration seeks to provide a holistic sleep experience that promotes well-being and relaxation.
