The Customer Experience of Fashion Collaboration Branding Uniqlo Marni in Indonesia

Marketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: lidiaevelina@binus.ac.id

Abstract

Uniqlo’s collaboration with luxury brand Marni brings Marni’s signature aesthetic at an affordable price. This study aims to describe the customer experience of Uniqlo Marni products in Indonesia. The research method uses a qualitative descriptive approach. Data collection was carried out through semi- structured research by interviewing Uniqlo customers consisting of models, legal consultants, entrepreneurs, and employees based on the Schmitt concept. In the perceived component, the customer is proud to own this collaboration product. Then, the think component occurs when a customer succeeds in buying products from a well-known brand at a rational price. The customer act component by purchasing this collaboration product carries the genderless theme in accordance with the lifestyle of young people who prioritize appearance. Next, the relate component occurs when the customer is satisfied with the Uniqlo Marni collaboration product and follows the progress of the collaboration. The conclusion of this study shows that customers acknowledge that this collaboration has succeeded in creating memorable experiences, and they are looking forward to Uniqlo’s collaboration with other brands.