Batik Hanbok. Promoting a Hybrid Fashion Phenomenon on Instagram

Table of Contents

1. Introduction

1.1 Background: Batik Hanbok

1.2 Research questions

1.3 Organization of thesis

1.4 Research method

1.4.1 Instagram

1.4.2 Interviews

2. Definition of Batik Hanbok

2.1 Importance of Batik and Hanbok

2.2 Batik Hanbok as a phenomenon

2.3 Hybrid design as a fashion element

3. Promoting Batik Hanbok

3.1 Instagram: marketing and promotion tool

3.2 Marketing strategies used by Batik Hanbok designers

4. Interviews

4.1 Designers about Batik Hanbok

4.1.1 Maplestyleofficial

4.1.2 Djadibatik

4.2 Batik Hanbok purchasers

4.2.1 servus.panda

4.2.2 pramestinrw04

4.2.3 ochie_ipputa

5. Discussions

6. Conclusion

7. Bibliography

Research Objectives and Themes

This thesis investigates the emergence of "batik hanbok" as a hybrid fashion phenomenon in Indonesia. It explores how this cultural fusion is marketed on Instagram, the role of digital interaction in brand growth, and the extent to which Instagram serves as an effective platform for promoting and selling such unique cultural products.

• The fusion of Indonesian batik and Korean hanbok as a modern hybrid fashion.
• Analysis of Instagram as the primary marketing and communication channel for batik hanbok designers.
• Comparative case study of marketing strategies employed by specific designers (Maplestyleofficial and Djadibatik).
• Examination of customer motivations and experiences regarding the purchase and wear of batik hanbok.
• The influence of Korean culture on Indonesian fashion trends and local identity expression.

Excerpt from the book

Summary of Chapters

1. Introduction: This chapter introduces the phenomenon of batik hanbok, outlines the research questions regarding its promotion, and details the methodological approach involving Instagram analysis and qualitative interviews.

2. Definition of Batik Hanbok: This chapter explores the cultural significance of batik and hanbok individually and defines how their combination functions as a new phenomenon in the contemporary fashion landscape.

3. Promoting Batik Hanbok: This chapter analyzes Instagram as the core marketing and promotion tool, comparing the specific strategies, post activity, and engagement techniques used by batik hanbok designers.

4. Interviews: This chapter presents primary research through interviews with key brand owners and diverse customers to gain insights into their motivations, market perceptions, and brand loyalty.

5. Discussions: This chapter synthesizes findings from the interviews and observational data to highlight commonalities in designer intentions and the overarching success of Instagram for niche cultural brands.

6. Conclusion: This chapter summarizes the research results, confirming the effectiveness of Instagram for connecting brands with customers and validating batik hanbok as a significant hybrid fashion trend.

7. Bibliography: This section lists all academic and internet sources cited in the thesis.

Keywords

Batik Hanbok, Hybrid Fashion, Indonesia, South Korea, Instagram, Social Media Marketing, Fashion Phenomenon, Cultural Identity, Batik Tulis, Batik Printing, Digital Branding, Designer-Customer Interaction, Fashion Trends, Consumer Behavior, Online Promotion

Frequently Asked Questions

What is the core focus of this research?

The study focuses on the hybrid fashion phenomenon known as "batik hanbok," which combines traditional Indonesian textiles with the design elements of the Korean hanbok. It specifically examines how this style is promoted via social media.

What are the primary themes discussed?

The thesis covers cultural fusion in fashion, the efficacy of Instagram as a marketing tool for niche brands, the role of visual content in social media marketing, and the intersection of cultural heritage with modern consumerism.

What is the main objective or research question?

The primary aim is to analyze how batik hanbok is being transformed into a hybrid fashion phenomenon and to determine why Instagram is perceived as the ideal platform for promoting and selling these products.

What scientific methods were employed?

The study uses a qualitative approach combined with quantitative elements. It utilized web scraping to collect and analyze Instagram post data over one month, alongside semi-structured interviews with two designers and three customers.

What is addressed in the book's main section?

The main part analyzes the activity levels of specific design brands (Maplestyleofficial and Djadibatik), their use of hashtags and the Instagram algorithm, customer perceptions as gathered through individual interviews, and the influence of Korean culture on Indonesian designers.

Which keywords characterize this work?

Key terms include Batik Hanbok, Hybrid Fashion, Instagram, Social Media Marketing, Cultural Identity, and Indonesian-Korean cultural exchange.

How does Instagram specifically help the batik hanbok designers?

Instagram allows designers to visualize their products in a virtual catalogue, interact directly with potential customers in comment sections, manage brand visibility, and provide updates, which is essential for building a community in the digital era.

What role do the customers play in the marketing strategies?

Customers often act as unofficial model/ambassadors by sharing photos of themselves wearing batik hanbok. This demonstrates to other potential buyers that the clothing is wearable, comfortable, and aesthetically appealing, thereby driving interest through peer validation.