Abstract:
Adel Beautiq Collection is a boutique that was born in the booming modest
fashion industry in West Java, Indonesia, founded in March 2023 in West Bogor
with the aim of offering exclusive and stylish Muslimwear for mid and upmarket
women. The early success of the Bogor store motivated the owner to grow bigger
and wider with the opening of a second store in Cibubur in October 2023, yet the
new store lasted only until September 2024 as it faced insufficient sales revenue
to compensate for expensive marketing and store rental. The shutdown shed light
on numerous major business issues, including excessive offline dependency
without robust online marketing presence, swift expansion without adequate
research that heightened financial risk, and excessive fixed charges such as
rental fees and employee wages. Other issues included seasonal sales trends
whereby sales rose sharply around festival times yet fell dramatically after the
festival season, as well as weak stocks that resulted in dead stocks. In an attempt
to solve the problems, three potential ways were noticed: expanding online
marketing, diversifying products, and offering clothes rental services. All three
alternatives have certain benefits, yet after careful consideration, expanding
online marketing is deemed the best and most relevant means as it is cost- effective, promotes less dependency on physical stores, and allows wider
coverage with internet platforms such as Instagram, TikTok Shop, and Shopee. At the same time, gradual product diversification may be introduced to attract
wider customer segments and diversify inventory risk, while clothes rental
services may come as a supporting option in the long run. In the end, Adel
Beautiq is required to shift from an offline-centric model to an internet-based
strategy as innovation and internet marketing are key drivers of competitiveness,
