Pemanfaatan Sisa Kain dalam Proses Pembuatan Produk Berbasis Slow Fashion pada Bisnis Fashion Mouda.id

Abstract

Meningkatnya aktivitas industri fashion turut meningkatkan jumlah sisa produksi kain yang belum dimanfaatkan secara optimal, sehingga mendorong penerapan konsep slow fashion melalui strategi upcycling. Mouda.id sebagai bisnis fashion batik juga menghadapi permasalahan serupa karena masih menghasilkan sisa produksi kain batik. Penelitian ini bertujuan merancang rekomendasi produk berbasis sisa produksi kain batik yang sesuai dengan kebutuhan customer Generasi Z. Metode yang digunakan adalah design thinking model UVA Darden dengan pendekatan kualitatif melalui survei online, observasi netnografi pasif, in-depth interview, dan focus group discussion. Hasil penelitian menyusun customer persona sebagai representasi target pengguna, kemudian memetakan pengalaman customer melalui customer journey map dan menganalisis kondisi existing internal menggunakan value chain analysis sebagai dasar penyusunan design criteria. Konsep paket 3-in-1 berupa totebag, pouch, dan bag charm terpilih melalui evaluasi PPCO, kemudian divalidasi, dikembangkan menjadi prototipe fisik, dan dinilai sesuai dengan kebutuhan customer Generasi Z serta mendukung penerapan slow fashion melalui strategi upcycling pada Mouda.id.

The increasing activity of the fashion industry has contributed to the growing amount of fabric production remnants that have not been optimally utilized, encouraging the implementation of the slow fashion concept through upcycling strategies. Mouda.id, a batik fashion business, faces a similar challenge due to the accumulation of fabric remnants generated during its production process. This study aims to develop product recommendations utilizing fabric production remnants that align with the needs of Generation Z customers. The study employed the UVA Darden design thinking model using a qualitative approach through online surveys, passive netnographic observation, in-depth interviews, and focus group discussions. The findings resulted in the development of a customer persona representing the target users, followed by the mapping of customer experiences through a customer journey map and the analysis of existing internal conditions using value chain analysis as the basis for formulating design criteria. A 3-in-1 product package consisting of a tote bag, pouch, and bag charm was selected through PPCO evaluation, subsequently validated, developed into a physical prototype, and found to meet the needs of Generation Z customers while supporting the implementation of slow fashion through an upcycling strategy at Mouda.id.