Redesain Sandal Casual Ladies Untuk Menarik Minat Konsumen Muda Berdasarkan Tren Fashion Grunge di PT Surya Dharmagati, Jakarta

Alifah Khoirunisa, - (2025) Redesain Sandal Casual Ladies Untuk Menarik Minat Konsumen Muda Berdasarkan Tren Fashion Grunge di PT Surya Dharmagati, Jakarta. Tugas Akhir thesis, Politeknik ATK.

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Abstract

PT Surya Dharmagati (Carvil) is a footwear company that has long produced casual sandals. However, one of its products, the women’s sandal Stevia-02 L, has received little interest from younger consumers because its design is considered monotonous, with limited color innovation, minimal variation on the upper part, and a lack of alignment with current fashion trends as highlighted by Vogue Fashion Magazine, 2025. To address this issue, a new design development was carried out with the theme of grunge fashion, a style associated with free expression, anti-mainstream attitudes, and a distinctive dark aesthetic. The design innovation process followed the Rodgers and Milton design method, consisting of several stages brainstorming, imageboard creation, imageboard analysis, design sketching, final design selection, rendering, and prototype development. This research also incorporated data analysis from observations, interviews, documentation, and questionnaires targeting young consumers. The developed design resulted in a new article of casual ladies’ sandals with a strong grunge character that aligns with youth market preferences. The final design, characterized by two straps and metallic buckle accents, was considered both attractive and functional, and its comfort was tested by the company’s R&D staff. The prototype of this new sandal has been approved as a sample and recognized as a design innovation for Carvil’s women’s sandal line. This design is expected to increase purchase interest among younger generations and strengthen the brand’s identity as a local product with a more expressive and trend-relevant visual character. Keyword: slide sandals, design, grunge

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