Implementing Online Product Reviews and Muslim Fashion Innovation for Resilience during the New Normal in Indonesia
Abstract
:1. Introduction and Background
- How do online product reviews impact Muslim fashion products?
- How can designers innovate Muslim fashion products using OPRs to stay resilient during the new normal of the COVID-19 pandemic?
2. OPRs Are Used to Support the Resilience of Muslim Fashion in Indonesia
2.1. The Development of Fashion Design in the New Normal Era
2.2. Fashion Product Indicators Based on Previous Research Literature Studies
3. Materials and Methods
3.1. Proposed Framework
3.2. Phase 1: Excavation Method for OPRs of One Official Store on Shopee
3.3. Phase 2: Qualitative Study of Expert Interviews: Expert Judgment through NVivo
Expert Interviews
3.4. Phase 3: Descriptive Analysis of Fashion Industry Innovation in the New Normal Era
4. Results
4.1. Word Frequency of the OPRs
Word Frequency Calculation Results
4.2. Expert Analysis on Innovation and Design Strategy in Muslim Fashion
4.3. Pearson Correlation Coefficient
- r = correlation value;
- x = variable x;
- y = variable y.
- The strength of the correlation relationship, as follows [64]:
- 0: No correlation;
- 0.00–0.25: very weak correlation;
- 0.25–0.50: enough correlation;
- 0.50–0.75: strong correlation;
- 0.75–0.99: very strong correlation;
- 1: perfect correlation.
4.4. Matrix Coding, Expert Focus and Sub-Focus
4.5. Focus: Design Style
4.6. Focus: Product Quality
4.7. Focus: General Understanding of OPRs
4.8. Focus: Product Development Innovation during New Normal of COVID-19 in the Muslim Fashion Industry
5. Discussion
5.1. Benefits of OPRs and Designer Innovation in Muslim Fashion Product Development
5.2. Theoretical and Practical Implications of Using OPRs in Fashion Product Development
5.2.1. Theoretical Implications
5.2.2. Managerial Implications
5.3. Customer Requirement Features of OPRs Help Develop Fashion Products in the New Normal
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. List of Expert Interview Questions
- Q1.
- Do you and your company sell Muslim clothes online and offline?
- Q2.
- Do your company understand the concept of big data, especially online product reviews (OPR’s) from the internet/online?
- Q3.
- If so, what do you know about big data, especially OPR’s?
- Q4.
- And what does the review data (OPR’s) mean for you and the company?
- Q5.
- Do you think that the voice of consumers from reviews (OPR’s) on the internet is an important parameter in developing fashion products?
- Q6.
- What are your opinions about the power of big data, especially online product reviews (OPRs), for companies?
- Q7.
- Can big data (OPR’s) affect the company’s strategy, especially marketing and product development?
- Q8.
- Are big data (OPR’s) beneficial enough for your company?
- Q9.
- If so, in what ways can big data (OPR’s) be used in company development?
- Q10.
- Is there a general impact of big data (OPR’s) on the decision-making process?
- Q11.
- In your opinion, do big data (OPR’s) affect the decision to buy fashion products for your consumers?
- Q12.
- What is your company’s strategy to develop new markets/new consumers who are not yet members?
- Q13.
- What is your company’s strategy for consumer members?
- Q14.
- Will the COVID-19 pandemic affect online marketing?
- Q15.
- Will the COVID-19 pandemic affect offline marketing?
- Q16.
- How is company innovation to overcome the COVID-19 pandemic from offline and online sales?
- Q17.
- Do you think negative reviews from online consumers are holding back sales?
- Q18.
- Do positive reviews from online consumers have an impact on sales of Muslim clothes?
- Q19.
- How to determine the colour of Muslim fashion designed in your company?
- Q20.
- How to ensure the quality of the e-commerce image is the same as the original product?
- Q21.
- How to divide the products marketed online and offline based on the price of your product?
- Q22.
- Can you describe the product development process based on your company’s knowledge and experience?
- Q23.
- How would you rate the significance of consumer voices for the development of fashion products in your company?
- Q24.
- What are the most important features of adult women’s Muslim clothes, in your opinion? (Design, colour, quality and pattern)
- Q25.
- Can you see opportunities for developing fashion products using OPRs data?
- Q26.
- Which fashion product feature do you think is the most influential in the overall production? (Materials, patterns, stitches, etc.)
- Q27.
- Can knowing consumer needs from reviews on OPR’s have an effect on the development of women’s Muslim clothes?
- Q28.
- Do you think that the wrong choice of Muslim fashion design features that consumers don’t want will increase production costs?
- Q29.
- For future designs, what strategies do you take to strengthen the market, especially in the new normal era?
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Indicator | Reference |
---|---|
Creative, technical, production, and distribution | [36] |
Quality, timeless design, competitive factors, customer service innovation, costs | [37] |
Factors that influence fashion trends include design, color, materials, and patterns | [40] |
Fabrics, materials, personalization, quality products, customization experiences, instant assistance, sufficient product details, picture and text descriptions | [38] |
Quality, price, comfort, style, color, material, brand | [39] |
Characteristics | Number | Experts | |
---|---|---|---|
Gender | Female | 6 | 1, 2, 4, 5, 7, 8 |
Male | 2 | 3, 6 | |
Age | 20–30 years old | 1 | 3 |
31–40 years old | 2 | 4, 6 | |
41–50 years old | 2 | 7, 8 | |
51–60 years old | 2 | 2, 5 | |
Above 61 years old | 1 | 1 | |
Education | Undergraduate degree | 3 | 3, 4, 8 |
Master’s degree | 4 | 1, 5, 6, 7 | |
Doctoral degree | 1 | 2 | |
Experience in the fashion industry | 3–5 years | 2 | 3, 4 |
Above 10 years | 6 | 1, 2, 5, 6, 7, 8 | |
Position within the company | Designer and Owner | 4 | 1, 2, 5, 8 |
Designer and Marketing | 3 | 1, 2, 6 | |
Designer Coordinator | 1 | 7 | |
Marketing channel | Marketing online and offline | 8 | 1, 2, 3, 4, 5, 6, 7, 8 |
Brand ownership | Has own brand | 4 | 1, 2, 5, 8 |
Does not have a brand | 4 | 3, 4, 6, 7 |
No | Indicator | Question Number (Q = Question) | Reference |
---|---|---|---|
1 | Fashion Product Development Creative, Technical, Production, And Distribution | Q24, Q30 | [36] |
2 | Quality, Timelessness, Competitive Factors Quality, Timelessness Quality, Innovation Customer Service, Costs | Q29, Q30 | [37] |
3 | Factors That Influence Fashion Trends, Such as Design, Color, Materials, And Patterns | Q13 | [40] |
4 | Fabrics, Materials, Personalization, Quality Products, Customization Experiences, Instant Assistance, Sufficient Product Details, Pictures, And Text Descriptions | Q27, Q28 | [38] |
5 | Quality, Price, Comfort, Style, Color, Material, Brand | Q19 | [39] |
6 | The Use of OPRs To Improve Customer Service | Q1, Q2, Q3, Q4 | [7,8,21,50] |
7 | The Use of OPRs to Develop Quality Products | Q17, Q18 | [10,14,16,17,51] |
8 | The Use of OPRs to Discover New Marketing Strategies | Q1, Q2, Q3, Q4 | [7,8,22,52,53,54,55] |
9 | The Use of OPRs To Improve Media Perceptions | Q5, Q6, Q7, Q8 | [12,54,56,57,58] |
10 | Increasing Sales Revenue and Consumer Trust | Q10, Q11, Q12, Q13, Q14 | [12,53,59] |
11 | Improve Crisis Management | Q14, Q15, Q16, Q17, Q18, Q19, Q20 | [41,60,61] |
12 | The COVID-19 Pandemic and Its Impact on Online-Offline Sales Of Muslim Fashion Products | Q14, Q15 | Yunia Dwie |
13 | Design Innovation in Muslim Fashion Industry during COVID-19 Pandemic | Q16, Q29 | Yunia Dwie |
Correlation Category | Node A | Node B | Pearson Correlation Coefficient |
---|---|---|---|
Very Strong | Expert 5 | Expert 3 | 0.901715 |
Expert 4 | Expert 2 | 0.875048 | |
Expert 6 | Expert 1 | 0.864688 | |
Expert 8 | Expert 3 | 0.859388 | |
Expert 3 | Expert 2 | 0.857933 | |
Expert 7 | Expert 6 | 0.85779 | |
Expert 8 | Expert 4 | 0.853269 | |
Expert 4 | Expert 1 | 0.852893 | |
Expert 4 | Expert 3 | 0.850797 | |
Expert 8 | Expert 5 | 0.848748 | |
Expert 3 | Expert 1 | 0.847749 | |
Expert 5 | Expert 2 | 0.841549 | |
Expert 5 | Expert 4 | 0.835166 | |
Expert 5 | Expert 1 | 0.829974 | |
Expert 7 | Expert 1 | 0.828295 | |
Expert 6 | Expert 5 | 0.827073 | |
Expert 8 | Expert 2 | 0.822536 | |
Expert 2 | Expert 1 | 0.81383 | |
Expert 6 | Expert 4 | 0.811166 | |
Expert 6 | Expert 3 | 0.807944 | |
Strong | Expert 8 | Expert 1 | 0.785933 |
Expert 8 | Expert 6 | 0.771647 | |
Expert 6 | Expert 2 | 0.768739 | |
Expert 7 | Expert 4 | 0.707221 | |
Expert 7 | Expert 5 | 0.706069 | |
Expert 7 | Expert 3 | 0.686711 | |
Expert 8 | Expert 7 | 0.650216 | |
Expert 7 | Expert 2 | 0.640302 |
Expert Code | ||||||||
---|---|---|---|---|---|---|---|---|
Sub-Focus | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 |
Focus Design Style | ||||||||
1: Muslim fashion product features, quality of materials, motifs, colors | 6 | 4 | 6 | 4 | 4 | 4 | 4 | 4 |
2: OPRs for motif ideas | 4 | 2 | 1 | 3 | 1 | 2 | 2 | 1 |
3: Product development process based on knowledge and experience | 3 | 1 | 1 | 1 | 1 | 2 | 4 | 1 |
Focus Product Quality | ||||||||
1: Similarity level in real product and picture | 1 | 1 | 1 | 1 | 1 | 2 | 1 | 1 |
2: Material Quality | 2 | 1 | 1 | 1 | 1 | 1 | 1 | 2 |
3: Online sales picture quality | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 |
Focus General Understanding of OPRs | ||||||||
1: OPRs influence buying decisions | 7 | 3 | 2 | 5 | 4 | 4 | 6 | 5 |
2: OPRs as product development | 8 | 3 | 5 | 5 | 1 | 4 | 6 | 6 |
3: Consumer voice OPRs | 3 | 1 | 3 | 1 | 2 | 2 | 3 | 4 |
4: Understanding OPRs | 4 | 9 | 6 | 6 | 8 | 8 | 2 | 8 |
Focus Impact of COVID-19 on design and marketing strategy | ||||||||
1: Online and offline selling prices for fashion products | 1 | 1 | 1 | 1 | 1 | 1 | 1 | 1 |
2: Offline sales | 2 | 2 | 3 | 4 | 3 | 2 | 4 | 5 |
3: Online sales | 2 | 3 | 2 | 5 | 3 | 2 | 3 | 4 |
4: Strategy during COVID | 4 | 4 | 4 | 5 | 4 | 4 | 6 | 5 |
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Nurcahyanie, Y.D.; Singgih, M.L.; Dewi, D.S. Implementing Online Product Reviews and Muslim Fashion Innovation for Resilience during the New Normal in Indonesia. Sustainability 2022, 14, 2073. https://doi.org/10.3390/su14042073
Nurcahyanie YD, Singgih ML, Dewi DS. Implementing Online Product Reviews and Muslim Fashion Innovation for Resilience during the New Normal in Indonesia. Sustainability. 2022; 14(4):2073. https://doi.org/10.3390/su14042073
Chicago/Turabian StyleNurcahyanie, Yunia Dwie, Moses Laksono Singgih, and Dyah Santhi Dewi. 2022. "Implementing Online Product Reviews and Muslim Fashion Innovation for Resilience during the New Normal in Indonesia" Sustainability 14, no. 4: 2073. https://doi.org/10.3390/su14042073