PERANCANGAN BUSANA WANITA ATHLEISURE WEAR PADA BRAND DAEJU

Daeju is a brand engaged in the production of sporty casual clothing. Daeju only produces based on orders (pre-orders) from its customers. Daeju is currently underdeveloped due to a lack of product innovation and the absence of a distinctive feature of the Daeju brand and the absence of products specifically for women with daily activities. This research aims to develop sporty casual products for the Daeju brand with the concept of athleisure wear using the pleats technique and screen printing logo details as the hallmarks of the Daeju brand which are tailored to the interests and needs of productive women aged 22-30 years.
Athleisure clothing continues to increase and is considered to continue to dominate the market by combining casual and sporty clothing. This study used a qualitative method with the Hasso Platner Standford Design Thinking approach,
namely Empathize, Define, Ideate, Prototype, Test and data collection methods using questionnaires, interviews, and observation. The final product is athleisure wear women's clothing with pleats technique innovation and screen printing logo details with a sporty casual style and an athletic look using interlock, babyterry, chinos and neutral colors. Based on the design of women's clothing, athleisure
wear can be applied by Daeju as a brand that produces sporty casual clothing according to the target market of productive women who like to take part in sporting events and look sporty casual.
Keywords: Women's Clothing, Athleisure Wear, Brand Daeju.

Daeju merupakan brand yang bergerak di bidang produksi busana sporty casual. Daeju hanya memproduksi berdasarkan pesanan (pre-order) dari pelanggannya. Daeju saat ini belum berkembang dikarenakan kurangnya inovasi produk dan tidak adanya ciri khas pada brand Daeju serta belum adanya ketersedian produk yang dikhususkan untuk wanita berkegiatan sehari-hari. Penelitian ini bertujuan untuk mengembangkan produk sporty casual pada brand Daeju dengan konsep athleisure wear menggunakan Teknik pleats dan detail logo sablon sebagai ciri khas pada brand Daeju yang disesuaikan dengan minat dan kebutuhan wanita produktif usia 22-30 tahun. Busana athleisure terus meningkat dan dianggap akan
terus mendominasi pasar dengan menggabungkan antara pakaian casual dan sporty. Penelitian ini menggunakan metode kualitatif dengan pendekatan Design Thinking Hasso Platner Standford yaitu Empathize, Define, Ideate, Prototype, Test dan metode pengumpulan data menggunakan kuisioner, wawancara, dan observasi. Hasil akhir produk berupa busana wanita athleisure wear dengan inovasi Teknik pleats dan detail logo sablon dengan style sporty casual dan Athlethic look menggunakan bahan interlock, babyterry, chinos dan warna netral. Berdasarkan perancangan busana wanita athleisure wear ini dapat diterapkan oleh Daeju sebagai brand yang memproduksi busana sporty casual sesuai dengan
target market wanita produktif yang suka mengikuti event olahraga dan berpenampilan sporty casual.
Kata kunci: Busana Wanita, Athleisure Wear, Brand Daeju