PENGEMBANGAN PRODUK COUPLE OUTFIT DENGAN TEKNIK MARBLING DAN GUTTA SEBAGAI UPAYA PERLUASAN SEGMENTASI PASAR

Modern fashion demonstrates increased demand for couple outfit collections expressing relational identity and visual harmony. KAYO, a local fashion brand specializing in women's modest wear, recognizes a strategic opportunity to expand market segmentation through developing innovative couple outfit collections utilizing marbling and gutta techniques. This study aims to develop couple outfit designs using marbling as the primary motif and gutta as visual identity reinforcement, creating products with high aesthetic value and market competitiveness. Using qualitative methodology with Hasso Plattner Design Thinking through five stages—empathize, define, ideate, prototype, and test—data collected through interviews, observations, literature reviews, and questionnaires reveal significant market demand for couple outfit with sophisticated matching strategy. The design concept adopts arty chic style, contemporery look, loose silhouette, and neutral color palette aligned with RECODE Trend Forecasting 2025–2026 Essential Grace sub-theme. The planned output is a ready-to-wear deluxe couple outfit collection with integrated marbling and gutta visual identity. Testing results demonstrate positive consumer response, indicating strong market potential.
Keywords: Couple outfit, gutta, market expansion, marbling, visual harmony

Industri fashion modern menunjukkan peningkatan permintaan koleksi couple outfit yang mengekspresikan identitas relasional dan harmoni visual. KAYO, brand fashion lokal spesialis busana modest wanita, mengidentifikasi peluang strategis memperluas segmentasi pasar melalui pengembangan koleksi couple outfit inovatif dengan teknik marbling dan gutta. Penelitian ini bertujuan mengembangkan desain couple outfit menggunakan marbling sebagai motif utama dan gutta sebagai penguat identitas visual, menciptakan produk bernilai estetika dan daya saing tinggi. Dengan metodologi kualitatif Design Thinking Hasso Plattner melalui lima tahapan—empathize, define, ideate, prototype, dan test—data dari wawancara, observasi, studi pustaka, dan kuesioner menunjukkan permintaan pasar signifikan untuk couple outfit dengan strategi matching sophisticated. Konsep desain mengusung arty chic, look contemporery, siluet longgar, palet warna netral sesuai RECODE Trend Forecasting 2025–2026 subtema Essential Grace. Luaran berupa koleksi ready to wear deluxe couple outfit dengan identitas visual marbling dan gutta terintegrasi. Hasil testing menunjukkan respons positif konsumen, mengindikasikan potensi pasar kuat.
Kata Kunci: Baju pasangan, gutta, harmoni visual, marbling, perluasan pasar