Premium T-shirt Business: Navigating Success

Entrepreneurial Case: As entrepreneurs, it would be nice for us to really see opportunities or profits before running a business. Because, in building a business or business, of course there are many obstacles or obstacles that must be faced. Failure in trying is something that we often encounter in people who are building a business. This is no exception in the premium t-shirt business located in Trenggalek Regency, which I will discuss. In this premium t-shirt business, the entrepreneur uses an initial capital of Rp. 2,500,000 is a large enough capital to start a clothing production business. By setting a selling price of around Rp. 170,000. In the initial plan, a profit of Rp. 40,000 on every shirt sold. In starting a clothing business is indeed an interesting material. Because the market share is uncertain. In my opinion, there are several market shares in consumers who want to buy a shirt. First, there are some consumers who look at seasonal clothes or those that are trending in society. The share of the seasonal clothing market is indeed quite large, but it will not last long and continuously, because it only follows the trend that existed at that time, and if the trend is outdated, people will easily forget it. Secondly, there are some consumers who look at cheap clothes regardless of brand or quality, the important thing is that they are comfortable to wear. This share is quite large enthusiasts, However, we as entrepreneurs should not forget about the quality and convenience of the products that consumers will use. Third, there are some consumers who prefer clothes based on well-known brands, such as Pull and Bear, Supreme, Channel, Zara, and various other world-class brands. This share is not that big, because it is only aimed at the upper class people who do not care how expensive the price of the product is. The average buyer in this class is a consumer who is more concerned with "prestige" when wearing clothes from this world-class brand. and various other world-class brands. This share is not that big, because it is only aimed at the upper class people who do not care how expensive the price of the product is. The average buyer in this class is a consumer who is more concerned with "prestige" when wearing clothes from this world-class brand. and various other world-class brands. This share is not that big, because it is only aimed at the upper class people who do not care how expensive the price of the product is. The average buyer in this class is a consumer who is more concerned with "prestige" when wearing clothes from this world-class brand. Of the three market shares, we as "ordinary" entrepreneurs should review again, which direction do we want to go in starting a clothing business. If we want to open a clothing business with a market share of "seasonal" or trending clothing, we must continue to innovate so that the products we produce are not eroded by the times. However, if we want to open this business with a market share of low-priced clothes that don't care about quality, then we must also continue to innovate to improve quality but still at affordable prices so that consumers don't feel bored with the products produced which are just that. just. It's different if we look at market share that is more "high class" like other premium brands. We must at least have a big "name" first so we can compete with the existing world-class "seniors". If we jump straight into this market share, the risk we get is also quite large, because people are still too ordinary to understand the products of the brand we are making. Most upper middle class people will prefer products from brands that are truly global for them to choose as their choice. This can happen because people feel satisfied with the product they choose, even though they have to pay more to get the best product from a world-class brand. because people are still too ordinary to understand the products of this brand that we make. Most upper middle class people will prefer products from brands that are truly global for them to choose as their choice. This can happen because people feel satisfied with the product they choose, even though they have to pay more to get the best product from a world-class brand. because people are still too ordinary to understand the products of this brand that we make. Most upper middle class people will prefer products from brands that are truly global for them to choose as their choice. This can happen because people feel satisfied with the product they choose, even though they have to pay more to get the best product from a world-class brand. In addition to determining market share, to start a business we should also determine where the location of the business is whether it is easily accessible by the community or not. Apart from that, we also have to see if there are similar businesses in the vicinity. If around the place to be chosen there is already a place of business similar to the one we are going to run, we should think again about the advantages that we will offer compared to other places of business so that consumers prefer to buy products at the place of business that we are establishing. To start this clothing business, we must prepare a number of existing needs to start the business. The primary step that we use in starting this clothing business is to determine in advance the type of product that I offer, for example whether the clothes we produce are exclusive to my particular size or have several size options. In addition, whether the design we make is liked by the public or not. In general, clothes that are easy enough to produce are t-shirts. By using plain t-shirts, we can inspire them with designs that attract attention and are in demand by consumers. Not only that, the price of the t-shirts that you get on the market are also relatively affordable, around Rp. 50,000 to Rp. 200,000 (depending on the quality and type of shirt). In this case, of course we need employees to help us run this business. By conducting workforce recruitment, we prepare at least two trained employees to help run this business. These employees have various duties including product designer, partnership, and promotion. Partnerships sectionwhat is meant here is the part that is tasked with collaborating with the convection to produce the t-shirts that we have made the designs for. I prefer to work with convection in producing these t-shirts because it only requires relatively smaller capital compared to having our own convection equipment. This promotion section is the section whose job is to promote the products we make on social media or other media as a form of promotion. In choosing employees, we should also not carelessly. Because building professionalism is the main element in work. The mistakes that are often made in selecting employees include hiring employees who are not painstaking, do not understand market conditions, do not have a high work ethic, and irresponsible. Obviously, we must avoid employees like this, because it can reduce the reputation of the business we are building. To maintain consumer loyalty, provide the best products and the best service to consumers. With that, consumers will feel satisfied having bought the product and will tell relatives or friends of consumers to buy the product and increase the reputation of the customer. brands This. However, in reality there are many obstacles experienced by entrepreneurs such as difficulty selling products and little public interest in buying these products. The problems faced are caused by several things, for example, entrepreneurs do not read the opportunities around whether there are similar businesses or not. In addition, it may not be appropriate for the intended target market to sell premium t-shirt products in Trenggalek Regency, where the majority of people have low purchasing power, especially with a benchmark price of Rp. 170,000 which is considered too expensive for the local community. In addition, the perceived lack of brand recognition means that many people do not understand that there are premium clothing products from these local brands in their area. If we want to run this business again, we should learn from the problems we faced before. After that, look for other challenges that will become obstacles in running the business. We also have to analyze how our target market is. Don't just look at it from our "want" side as entrepreneurs who want premium quality "expensive" products, but we also have to know how big the target market is, whether the surrounding community prefers mediocre products at low prices, or products that premium quality at a slightly expensive price. This can be done by trying to buy similar clothing products from other brands, at similar prices that are more marketable and comparing them with our own products. Lots of alternatives or solutions that can be used to overcome the obstacles that occur. This solution can be said to be quite influential for the clothing business that we are running: 1. Add product variants 2. Promotion through online shop 3. Provide promotions and discounts to consumers Here I will do an analysis of these solutions and will choose the best without interfering with the effective time and cost that you spend. 1. Add product variants In this case, adding product variants is one of the solutions for the business we are running, because this business only consists of one type of t-shirt at a hefty price. There are several advantages if we choose this solution, among others, consumers have several product choices and we will also get more profit from the various sales results. However, there are some drawbacks that we get when choosing this solution, including, we have to add even more capital to produce products with these various variants. In addition, this production also takes a lot of time which is considered less efficient. And we also have to do extra promotions to market various types of other product variants. 2. Promotion through online shop In running a business, promotion is a strategy carried out to inform and influence consumers to finally choose our products. Promotion is used to make consumers feel curious about the product we are selling. In this era, there are many ways to promote the products we are selling. One of them is an online shop. The online shop is currently a media platform that is very popular with all audiences because of the ease of the online shopping system. We can use online shop media such as Shopee, Tokopedia, Lazada etc. as a way to promote our products because they are accessible to everyone and with relatively affordable admin costs. However, there are some disadvantages of doing promotions through this online media such as, the rise of cases of online shopping fraud makes many people doubt about buying these products. In addition, to carry out promotions through online media, we also have to be creative and innovate so that the products we market have a special appeal for consumers. Promotion through online media also often causes problems such as products sent in the wrong size, products sent not as expected and even product theft from the delivery courier. 3. Provide promotions and discounts to consumers By providing promos or discounts on the products being sold, customers will feel interested in glancing, trying and even buying these products. However, giving this promo does slightly reduce the profit we get when the product has been sold to consumers. So, we should also think about how much profit we will get after we give this promo/discount. Conclusion: In my opinion, one of the best alternatives or solutions in overcoming the obstacles that are being experienced is to provide promos and discounts to consumers. Because, many people feel that they prefer discounted goods over choosing goods at normal prices even though the price difference given is not too far apart. SWOT analysis: From the options that have been selected, we can analyze the existing SWOT. Meanwhile, the SWOT analysis itself consists of: 1. Strength (strength) 2. Weaknesses 3. Opportunity 4. Threats After doing research and also some considerations, it can produce something, namely: 1. Strength (strength) - Have a larger market share - People are more interested - The selling price of the product is cheaper - Good product quality From the several descriptions of strength above, it can be used as a benchmark in running this business, where a cheaper selling price will be more in demand by the community and have a larger market share. Of course, the quality of the products sold remains the same as products with higher prices. 2. Weaknesses - The profit earned is less - Cut some production costs to get low prices - Lack of manpower In this case, there is a weakness that exists if we take the option by giving the discount, one of which is the first, the profit obtained is less. This is because the price of the products being sold becomes cheaper, so automatically the profit we get will also be less. However, if the sales are much more increased, of course the turnover or income earned is also much more so that it can outperform the profit earned. Second, cut some production costs to get low prices. This must be done because the initial production price that has been applied is very close to the selling price of the product. So therefore, we also have to rethink how to cut some production costs to get cheaper prices without having to reduce existing quality. In addition, there is a lack of experts who can handle this matter. 3. Opportunity - Marketing and selling products online - Endorse products with several programs and models - Adding jobs In this case, there are several opportunities or opportunities that we can take, one of which is with moderate online marketing and selling of products trendat this time, then we can also endorseproduct with some celebgramand modelsfor product marketing, and we can also add to existing jobs. 4. Threats - When the price of raw materials increases - Lots of similar business competition - There are “senior” competitors with a strong image In this case, there are several threats or threats that exist if we take this option. First, if the price of raw materials rises, our production prices will automatically increase and the selling prices we market will also increase. Second, there is a lot of similar business competition. And third, the existence of competitors from senior products with a stronger brand image and certainly already trusted by the public, can make people hesitate to choose our products, which incidentally are still unfamiliar.