ANALISIS PENERAPAN SUSTAINABLE FASHION DAN SUSTAINABLE BUSINESS MODEL PADA LAMA-LAMA INDONESIA DITINJAU DARI PERSPEKTIF PEMASARAN

Abstract

Sustainable fashion is a topic that is currently being discussed due to the increasing awareness or sensitivity of the public about the way they dress have an impact on the environment. One of the businesses based on sustainable fashion is LamaLama Indonesia, which is located in Waru District, Sidoarjo Regency, East Java. This business is here to respond to sustainability issues as well as to introduce them to the wider community about how the clothes they own and wear have an impact on the environment. LamaLama provides 5 services that consumers can take advantage of, consisting of buying and selling used clothes, changing clothes, selling clothes, donating clothes and upcycling clothes. To see how sustainable fashion is implemented in LamaLama Indonesia, a sustainable business model is used as a marketing analysis tool. This research uses qualitative methods with direct observation and interviews to collect data. The results show that LamaLama Indonesia fulfills the requirements as a business with a sustainable business model by producing a proposition that SBMs innovation is found in a business based on sustainable fashion with the characteristics of business activities that consider the principles of economic, social and environmental sustainability. But that does not mean that everything related to sustainable fashion is said to meet the SBMs requirements.