Table of Contents

1. Introduction................................................................................................................................3
1.1. The Background......................................................................................................................3
1.2. Insight of Business Practitioner.............................................................................................4
1.3. Insight of Customers...............................................................................................................5
2. Value Proposition.....................................................................................................................6
2.1. Young Adults...........................................................................................................................6
2.2 Donators...............................................................................................................................8
3. Test Card...................................................................................................................................11
4. The Result.................................................................................................................................11
4.1. The process of testing..........................................................................................................12
4.2. The result of the test.............................................................................................................14
4.3. The conclusion of the test....................................................................................................17
5. Conclusion...............................................................................................................................18
5.1. Your opinion about whether the business idea is feasible? Based on the research that
have been conducted, I think the business would be feasible because it answers the needs
and problem from the street wear style lovers. Almost all the hypothesis that I have assume
in the first place aligned with their wants and needs. There are also a hint of pre-customer
from the result. As can be seen from the result from street wears models and choices parts,
most of our customer are wanting to have street wear clothes based on their preference and
customizing clothes for Muslim women who wears hijab so they would have different more
creative and various model which my future business will provide............................................18
5.2. Area of business that you need to pivot (yang masih belum yakin atau bisa
menghambat idenya)........................................................................................................................18
1. Introduction

1.1. The Background

Wearing clothes has become a part of people’s every day habit and each
person has their own style and way to wear the type of clothes that they wanted to
wear. As a result of the different type and style of clothes that people wear, fashion
comes to light. According to Merriam-Webster, Fashion is the prevailing style (as in
dress) during a particular time. As we have known, the world has a different type of
fashion styles, such as bohemian, chic, sexy, street, and many more. Street style is
one of the most popular style in the world, including Indonesia. According to Jakarta
Post, searches by users in their 20s increased by 245 percent between December
2018 and December 2019. And this enthusiasm was also shared by those in their
30s (+298 percent), 40s (+308%), and 50s (+265 percent). This shows that Street
style are infamous all around the world including Indonesia. Indonesian people who
wears street style fashion could be seen around us often or people may say it as
Hypebeast wears. This fashion style are becoming a trend in Indonesia because
western culture has entered Indonesia and has begun to influence the style of
Indonesian clothes, especially western musicians who are popular with young adults
in Indonesia, mostly wearing streetwear and hypebeast styles. However, Hypebeast
are popular for its expensive fashion style, because people have the idea that
hypebeast and street style always associated with expensive and popular brand
such as Balenciaga, Off-white, Fear of God, and many more.

We know that the range of these clothes are above 1 million rupiah for just
one clothes. These type of clothes are consider exclusive and high-income people
that would wear this type of style. We figured that there are a lot of people who
wanted to wear a high-quality clothes but could not afford any of it because of the
expensive prices. We have asked several people to give their opinion regarding
street wears. Most of our respondents said that it is not hard to find a cheap street
wear clothes but it is hard to find the one with a high and good-quality material.
Looking at this problem, I wanted to serve a high-quality street wear clothes without
the need of buying the expensive one which is why we present a thrift street wear
clothing line. In this business, we want to provide low to middle income people a
street style wears with affordable price but still have a high-quality material by doing
a DIY on donated street wear clothes from people that we buy and curate from
people. In this business, we will be buying used and unused street wears from
people who does not want to wear that street wear from high-quality brand and from
 that we will re-create or doing a DIY on it, so it becomes a brand new clothes with
new modernized model.

1.2. Insight of Business Practitioner

In order to know whether our business would answer the market wants and
needs, I have asked 3 people from fashion industry especially in street wears
fashion to be interviewed. Those people are Getar Jiwa Adita, the founder of and
creative director of ‘ainteazy’ as well as the co-founder of ‘kraftwork’ and Shayla Z.
Zimah, The founder of ‘ainteazy’. They have been doing their own thrift clothes shop
by refashioning vintage clothes with ‘kraftwork’ which also owns by the business.
They refashion and modify the vintage clothes directly and makes sure that it suits
the business proposition. Last, I have interviewed Liza Febrina, fashion designer
and the 1 of the 2 owner of ‘Oh Cive’. Based on the interview that I have conducted
from that 3 resources, they all agree that opening a thrift street wears shop would be
a unique and different business idea that would make us better than our other
competitors because there are still limited shops that has a street wears from a high
quality brand but sold in an affordable price. The fashion industry is always open to
something new and innovative. There will always be a market that needs new and
innovative product because fashion market likes to always try new things which are
unique and different from others. Nowadays, there is no thrift shop market that
focuses merely on street wear and it is a great opportunity for me to open up this
kind of business. Miss Liza stated that street wear will always be needed and be
used by a lot of people, so when people open up a new business that focuses on
street wears, it would be a long lasting business.

Creating affordable prices for something that should be get with expensive
price while maintaining the high quality of the product would attract numerous
people in the fashion industry. Based on the experience of Mr. Gege (Getar Jiwa
Adita) as the co-founder or ‘kraftwork’, the place where it modifies vintage clothes
and someone who makes direct modifications to his own product or basically give
his own touch on the product. At first, it would be easier because people still have a
lot of ideas and creativity to refashion the vintage clothes but after sometime, it will
be hard for people to actually think more idea because we could get stuck
sometimes and you need to find another inspiration. Other than that, the
disadvantage of opening a thrift DIY shop is not everyone likes to use thrift goods
even though it has been change and this would make the business not applicable to
all. However, Ms. Shayla said that every business will have its own market and that
applies to thrift DIY street wear clothes shop as well so people do not have to be
 worry of not having customer. In conclusion, it is a good opportunity for me to open
a thrift DIY street wears clothing line especially in fashion industry that involves
street wears because it will always has its own market and something new that
people would love to try.

1.3. Insight of Customers

Opening a business would also need the pre-customer perspective regarding
the industry, market and idea itself. In order to know what the customer’s point of
view regarding a thrift DIY street wears clothing line, we have interviewed 3
customers. The first one is, Joanne Putri Kusuma, she has been using street wears
style for 5 years. The second one is, Pingkan Maukar, she loves to wear street
wears that matches her hijab. Last but not least is Tasya Beverly, someone who
loves to share her old or unused clothes but in good quality. According to them,
there are a lot of stores that sell street wears clothes but the prices are pretty
expensive. On the other hand, there are also stores that sells a cheap and
affordable price for street wears clothes but has a bad quality. Nowadays, it is easy
to find that kind of store but the quality as well as trusted shops are hard to find.
They would want to have a store but sell a good quality products but still maintain an
affordable price. As for her, she would buy thrift clothes as long as it still has a good
quality and maintenance.

Another thing that has become a problem to them was limited choices and
models they can pick from a store whether it’s a thrift or a regular street wears shop.
Pingkan, one of our pre-customer is the most effected one in this problem because
in her religion, it has rules where woman needs to wear clothes that hides her
intimate parts after wearing hijab. There are not a lot of stores that provides street
wears that could be customized for people who wear hijab and it could be a problem
to other hijab customer as well. Other than that, sometimes people get a bad DIY
works from a thrift stores that lessen the trust of customers. On the other hand,
Tasya, our last respondents has a problem on putting her old, unused but brand
new clothes. It makes her wardrobe full and she needs a place where she can give
and sell her clothes to get an extra income or profit. Nowadays, it is hard to find a
place where you can sell you old and unused but brand new clothes. Looking at
these problem, I came up with an idea of a thrift DIY street wears clothing line as the
answer to all these problems.
2. Value Proposition

2.1. Young Adults

Hijabers

Customer Insights
a. High Quality Clothes, Affordable Prices and Untrusted Online shop.
Based on the insights of 10 pre-customer of our business, high quality clothes
that has an affordable price is hard to find. When talking about high quality
clothes, it will always be related with expensive price. Most of our customers
have a problem with this label in street wears and edgy clothes because it will be
related with high-end brands and they need to save a lot of money to buy it.
Other than that, 50% of our customer have experienced dissatisfaction with street
wears which they buy because sometimes the cost they need to pay did not
 match with the quality of the clothes they got. It makes them disappointed with
affordable street wear clothes. There are also some cases where our pre-
customer could not afford the high quality clothes because of their inability to buy
expensive clothes. Michael Pangribowo stated that “It is hard to find high quality
clothes with affordable price, and once you found it, it is like a diamond in the
rough and people need to go through so much”. From his statement, we could
see that it is not easy to find a shop that has this 2 components. Same with a
thrift clothes shop, it is known that not all clothes inside of a thrift shop are
wearable or have a good model. They wants to get something thrift but still at
least have a decent quality and looks good when they wear it. There are limited
stores that sold this kind of clothes especially the one with good quality. Lastly,
many of our respondents have been cheated by many online shops that sell thrift
or street wear clothes shop. Either in terms of they do not receive the clothes or it
has a very different quality and look from the photo. From all of this problem, I
want to enhance it by giving our customers a high quality product with affordable
prices and becoming trusted online shop.

b. Something New
Thrift shop and street wears shop are 2 different things. People would not
think about combining these two type of stores often, but in this case, from what
our pre-customers stated they wanted to have something new and unique. When
I ask regarding the matter of opening a thrift DIY street wears shop, they are
excited with the idea of what kind of model and what’s new inside of this kind of
shop. Just like doing the same things over and over, people would get bored with
the same type of style that the store have prepared from them and this also
applied to my pre-customer. According to them, the industry is still limited with
unique and DIY clothes that would suit the taste and an overview of the buyers
which is why I bring out the DIY works in the street wear clothes using the thrift
clothes.

c. Limited Choices and Restricted by Canonical

The market that we have targeted has a complaint where when he bought a
shirt model with street style friends there were so many that only presented that
model and did not vary. Many of them find it difficult to choose which clothes to
buy because of the limited options and models for them to use. Most of the shops
that sell clothes with street style themes have a model that is similar to one
another, only the brand image differentiates the concept of clothes and their
 prices from one another. In addition, pre-customers who have been interviewed
consist of people who have different beliefs, one of which is Muslim. Muslim
women who use the hijab as one of their religious obligations must choose
clothes that cover their body parts such as legs, hands, stomach and neck.
Meanwhile, there are a lot of street wear clothes that don't match the standards
or beliefs they hold. Therefore, I want to fulfill the needs of these women who
wear hijab so that they can look trendy wearing street wears and still obey the
religious rules they believe in.

d. Bad DIY works on Thrift Clothes

When talking about DIY, there are many things that need to be considered in
selling items that we assemble or make ourselves, especially products that will be
used by the customer. Based on interviews that have been conducted with
several prospective customers, many of them are quite disappointed with the
clothes that are made or designed by DIY because the results are unsatisfactory,
whether they are not neat, do not match their description or look bad when worn.
These things cause buyers to be less trusting or less suitable and reduce their
intention to buy DIY themed clothes, especially those with the theme of street
wears. In addition, with many DIY clothes that are not very good, the materials or
knick-knacks that are used when doing DIY are less supportive and even have
poor quality and make buyers reluctant to buy DIY clothes. However, with the
implementation of DIY customized it can make customers happier because it is in
accordance with what the customers expect.

2.2 Donators
Customer Insights

a. Profit and extra income

A pandemic period is a disaster for many people, especially in the business
sector. Many people have lost their jobs due to social distancing regulations and also
PSBB. In these circumstances, many people also add to the money they have by
owning small businesses and also selling things they no longer use. Things like this
pandemic are very supportive of the business we are running because many people
are looking for income in various ways by selling, as well as potential donors of
clothing in the business that you are running this business. Many of our potential
donors of clothes need money to add pocket money or daily life. Like the existing
thrift shops, many people sell their clothes to get additional income. The clothes they
 usually give are old clothes that are still good, unused and also of good quality
materials. Getting additional income by simply selling the clothes they already own is
a source of great demand for money. In accordance with the interviews we have
conducted, 8 out of 10 people answered that they are very interested in donating at
the store that will be run.

b. Selling brand new unwear clothes

Buying clothes is a common thing to do in everyday life. However, just like an
ordinary person, when buying an item is always based on desire and not need so
that the item that has been purchased is not used or is just left as a display. It is the
same as buying clothes, people love to buy clothes because they think they are good
or just interested. Some even buy clothes just because they want to and don't
necessarily want to wear them. things like this cause a lot of new clothes that are
available in the wardrobe but not used, so it is confused to put where or where to put
them. Many people are confused about what to do with what to do with what to do
with what to do with what to do with the new clothes they do not fill their wardrobes or
rooms. Seeing this problem, the business we are going to run opens transactions
with donors to buy their new clothes that they don't wear. So, in addition to benefiting
one party, both parties benefit and the donors of clothes do not need to worry about
the fate of their old or new clothes that have never been used.

c. Too much clothes

As explained in the point above, a lot of people are very "hungry eyes".
People buy clothes with just one look without thinking about what the clothes are
bought for. This happens very often in our respective environment. Many people end
up having lots of clothes that are only used once or never worn at all. From those
whose pile is only a little, gradually it continues to grow into a high pile and fills the
cupboard or room where the clothes are placed. When there is no space or the
clothes are getting dusty and dirty due to not being tidied up because the clothes are
too full, those who are interested in the clothes are confused about what to do with
the clothes. The rooms, closets or rooms they have become messier, dirty, or dusty
and people who live there will feel less comfortable in the room. The clothes that are
too many must be sorted and distributed elsewhere so that they do not continue to
pile up. Therefore, the business that we are running is trying to help people who have
this problem by opening a service for them to sell or give their clothes voluntarily to
help clean and reduce the quantity of clothes the owner has.
d. Limites sources of products
From the two points above, it can be seen that there are a lot of things that
are needed and wanted by clothes owners, especially people who love shopping and
have piles of clothes. Selling old or new clothes that are still good or even worn can
be a solution for the owners of these clothes. However, in this modern era there are
still very few places that provide services for receiving old clothes. According to one
of the informants I have interviewed, it is too prone to sell the clothes you have,
especially to unknown people because there are many incidents of these items being
used for bad things. For this reason, there is less and less space for people to donate
their old clothes without fear of it. On this basis, this business will strive to be a
trusted platform for those who want to donate or sell their new or old clothes that are
still good or have never been used.
3. Test Card

The bigger percentage that sides with the The bigger percentage that sides with the
hypothesis will determine the result hypothesis will determine the result

More than 50% of my respondents sided the components that More than 50% of my respondents sided with the
support price equals to the quality of street wears clothes components that supports high quality street wears clothes

The bigger percentage that sides with the

hypothesis will determine the result

More than 50% of my respondents sided with the

components that supports the statement
4. The Result

4.1. The process of testing

After the value proposition canvas was made, it is the time to find the
hypothesis that are needed to be tested after choosing several customer’s pain and
gain and came up with the reason or why’s the people said that, we started to sort
the hypothesis starting from the list of hypotheses that I think of from potential
customers, starting from critical to less critical and writing a solution on the side. After
a long consideration, finally 4 main topics of the hypothesis were chosen which will
be used as research material for this business:
A. Young Adults:
1. Affordable Prices = Cost Knowledge Upfront
a. Hypothesis: People want to pay street wears clothes as long as it
is aligned with the quality that they get.
2. High Quality Material = High Quality Based Material
a. Hypothesis: People want to get a high quality clothes with a high
quality material
B. Hijabers
1. Limited Choices, restricted by Canonical = Customized DIY street

The bigger percentage that sides with the

hypothesis will determine the result

More than 50% of my respondents sided with the

components that supports the statement

wears
 a. Hypothesis: People want to get a customized and various choices
of street wear clothes
C. Donators
1. Profit and Extra Income, Selling brand new, old. Unused clothes = Buy
clothes with fair price
a. Hypothesis: People want to get an extra income from their old and
unused but good quality clothes.
Using this 4 hypothesis, 4 test card was made as can be seen on section 3.
The first test card was made to know if the customer want to spend their money to
street wear clothes as long as it is aligned with the quality. The second test card was
made to know if customers wants to get street wears clothes with a high quality
material. The third test card was made to know the customers opinion in having
customize and various choices of street wear clothes and last but not least the fourth
test card was made to know if people wanted to get an extra income from selling their
clothes. All of the test will be taken with Google forms and the measure for it of is the
percentage of yes for each topic. The hypothesis will be called as correct if 75% of
the respondents agree with the statement. After the test card was finished, I proceed
to make the questions for each category. Here’s the questions for each category
(check the appendix for the form):
A. Price and Quality :
1. Did you check the price tag before buying street wear clothes?
2. Do you need to spend a lot of money to buy street wear
clothes?
3. Do you want the quality of street wears clothes you buy
aligned with the money you have spent?
4. Does the money you spend usually match the quality of the
clothes you get when you buy street wear themed clothes?

B. Street wears Quality:

1. Is quality your priority when buying clothes?
2. Are you willing to pay a lot of money to buy a product that you
think has good quality even though it is not worth the cost?
3. Are you going to buy a product with poor quality but at a very
affordable price?

C. Street wears Model and Choices:

1. Is it difficult to find street wears that have different variations?
 2. Are there many Thrift DIY clothing stores and street wears
street wears that sell according to the provisions of the hijab?
3. Are you interested in having a street wear model that suits
your liking?
4. Are you bored with the clothing styles that are available in thrift
and DIY stores?

D. Donating and Selling Clothes:

1. Do you have clothes that you want to resell?
2. Are you interested in using our platform to resell your clothes?
3. If you are interested in reselling meals we must rate your
clothes according to?

After inputting these questions to test each hypothesis using Google form with and
most of the answer between yes or no, I distribute this questionnaire to all groups and
also friends that I have, from school students, college students, people who are
already working, Muslim women who wear hijab, fans of street wears, DIY and thrift
clothes, and all ages.

4.2. The result of the test

After the test was being spread all over social media. The test have gained 35
respondents for each category. As have been stated in the process of testing, the
hypothesis would be consider as valid if each category have more than 50% vote
that is sided with all the questions which supports the hypothesis and these are the
result for each category:
1. Prices and Quality

Based on the results listed above, 85.7% of the respondents check the price
of an item before buying the item, which shows that the price affects most of the
respondents buying decision. This is supported by data from 91.4% of
respondents who agrees that buying Street Wear clothes requires a lot of
money. Knowing that the money must be a lot, 29 out of 35 people want the
product to be of the right quality for the money they spend. But unfortunately,
there are still many street wear shops that have not provided the quality of
clothes that match the money spent as evidenced by 85.7% of respondents who
answered no when asked about the suitability of street wear clothes that were
purchased with the money they spent.
2. Street Wears Quality

According to the data that has been obtained from the questionnaire run,
almost all or 91.4% of respondents prioritize quality when buying clothes, which
proves that the quality of clothes is a very important component in buying
clothes. This is also supported by statements from 26 respondents who do not
want to buy low quality clothing even though the price is cheaper. 54.3% of the
respondents are not willing to pay a lot of money just for a garment that does not
match its quality. It also supports that the quality of the clothes is the key in
purchasing clothes.
3. Street Wears Model and Choices

Judging from the results collected, 91.4% of the respondents said that it is
difficult to find street wear clothes that have different variations. Moreover, 28
respondents from with 10 Muslim women who wear the hijab also find it difficult
to find street wear clothes that match the provisions of the hijab. When asked
about one of the features of our shop, which is customizing clothes according to
the buyer's model, 87% of our respondents are interested in having a street
wear model that suits them. This is also supported by the boredom of 63.3% of
our respondents regarding the available street wear styles
 4. Donating and Selling Clothes

After getting the results from the 3 categories above, now is the time to enter
the research results from the last category. Based on the pie chart listed above,
51.4% or at least 18 people have clothes that they want to resell, which shows
that there is an interest in selling clothes. This is supported by 71.4% of
respondents who want to use the platform or business that I will create. Looking
at a higher percentage shows that the respondents already put their trust in the
business they just planned to create. In addition, quality is also the main
standard in choosing clothes to resell based on the support of 85.7% of the
respondents.

4.3. The conclusion of the test

From these result, I can conclude that most of the respondents are agree with
buying street wear clothes which its price aligned with its quality because quality
is one of the most important key for the decision of buying street wear clothes.
Other than that, various model and choices for street wear clothes are needed
especially the customization to their own personal preferences. Last but not
least, the respondents are interested to resell their own clothes to get more profit
especially if it is using my soon to be business as the platform. At last, the result
 stated that all 4 hypothesis are consider as the right assumption because more
than 50% of the respondents support each hypothesis.

5. Conclusion

5.1. Your opinion about whether the business idea is feasible?

Based on the research that have been conducted, I think the business would
be feasible because it answers the needs and problem from the street wear style
lovers. Almost all the hypothesis that I have assume in the first place aligned with
their wants and needs. There are also a hint of pre-customer from the result. As can
be seen from the result from street wears models and choices parts, most of our
customer are wanting to have street wear clothes based on their preference and
customizing clothes for Muslim women who wears hijab so they would have different
more creative and various model which my future business will provide. Other than
that, seeing the interest of selling their old clothes to the customer

5.2. Area of business that you need to pivot (yang masih belum yakin atau bisa
menghambat idenya)