Building Brand Image as Beauty and Lifestyle E-Commerce (Case Study IStyle.id Branding Strategy)

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

^* Corresponding author: agatha.marcelinus@binus.ac.id

Abstract

Pandemic COVID-19 affect in ecommerce industry, iStyle.id is one of ecommerce company managed by Lotte Group and Salim Group did rebranding due to the COVID-19 pandemic. To rebrand and rebuild new brand image as a beauty and lifestyle e-commerce, iStyle.id carried out a series of strategies that are divided into four processes, namely repositioning, renaming, redesigning, and relaunching. Repositioning process is carried out by replacing product highlights and making TVC (Television Commercial). The renaming process is done by changing the company name and slogan. The redesigning process is carried out by redesigning the logo and appearance of the company’s application and website User Interface. The relaunching process is carried out by rearranging the list of media relations, social media branding, and utilizing KOL (Key Opinion Leader) in the form of influencers and communities. This research was conducted using qualitative methods in the form of case studies by seeking data through interviews with relevant sources. Through this research, the researcher found that the used of this rebranding for i-Style is really important by giving a new position among the target and showing the new impression to attract the real focus of their segmentation.