Perancangan Motif Bunga Lily dengan Teknik Digital Printing untuk Busana Modest Wear pada Brand Aprilia

Brand Aprilia belum memiliki motif eksklusif sebagai DNA visual produk sehingga
masih bergantung pada kain bermotif dari supplier dengan ketersediaan yang tidak
konsisten. Kondisi tersebut membatasi pengembangan produk pada Brand Aprilia.
Penelitian ini bertujuan merancang motif bunga lily dengan teknik digital printing
sebagai upaya membentuk DNA visual Brand Aprilia sekaligus mengembangkan
koleksi busana modest wear. Penelitian ini menggunakan teori pengembangan
busana modest wear berdasarkan prinsip desain dengan menerapkan perancangan
motif melalui stilasi, teknik digital printing, serta Segmentation, Targeting, and
Positioning (STP) yang disesuaikan dengan karakter Brand Aprilia. Penelitian ini
menggunakan metode penelitian kualitatif dengan pendekatan Design Thinking
Hasso Plattner Stanford yang meliputi tahap empathize, define, ideate, prototype,
dan test. Motif dirancang melalui eksplorasi visual bunga lily yang
merepresentasikan karakter feminin dan elegan, kemudian diaplikasikan pada
busana modest wear menggunakan teknik digital printing. Hasil penelitian
menunjukkan bahwa motif bunga lily menghasilkan identitas visual yang konsisten,
memperkuat karakter Brand Aprilia, serta mendukung fleksibilitas pengembangan
produk. Dapat disimpulkan bahwa perancangan motif bunga lily dengan teknik
digital printing mampu menghasilkan motif eksklusif sebagai DNA visual Brand
Aprilia sekaligus mendukung pengembangan koleksi modest wear yang memiliki
karakter khas dan sesuai dengan kebutuhan konsumen.
Kata kunci: Bunga lily, modest wear, digital printing

Aprilia Brand has not yet established an exclusive textile motif as its visual DNA,
resulting in continued reliance on patterned fabrics supplied by external vendors
with inconsistent availability. This condition limits the brand’s product
development. This study aims to design a lily flower motif using a digital printing
technique as an effort to establish the visual DNA of Aprilia Brand while
simultaneously developing its modest wear collection. The study is based on the
theory of modest wear development through the application of design principles,
motif design using stylization, digital printing techniques, and Segmentation,
Targeting, and Positioning (STP) tailored to the characteristics of Aprilia Brand.
This research employed a qualitative method using the Hasso Plattner Stanford
Design Thinking approach, consisting of the empathize, define, ideate, prototype,
and test stages. The motif was designed through the visual exploration of the lily
flower, representing feminine and elegant characteristics, and was subsequently
applied to modest wear garments using the digital printing technique. The findings
indicate that the lily motif establishes a consistent visual identity, strengthens the
brand character of Aprilia Brand, and supports greater flexibility in product
development. In conclusion, designing a lily flower motif using the digital printing
technique successfully produced an exclusive textile motif as the visual DNA of
Aprilia Brand while supporting the development of a distinctive modest wear
collection that meets consumer needs.
Keywords: Lily flower, Modest wear, digital printing