DIRECT-TO-CONSUMER BUSINESS MODEL STRATEGY IN BUILDING A SUSTAINABLE BRAND IMAGE (STUDY AT ENGINEER WORKWEAR BRAND)

Abstract

The Direct-to-Consumer (D2C) business model has been one of the most sought-after ways for many brands to have a closer, more authentic connection with their consumers, yet still maintain complete control over how their brand is perceived and experienced. In contrast to past models relying on intermediaries such as wholesalers and distributors, D2C offers brands the chance to connect with consumers and sell directly to them through digital channels like company websites to vibrant social media bazaars. The direct contact is not purely about sales, it informs brands what their consumers require, their consuming patterns, feedback, and compliments. Depending on these inputs, brands can innovate and develop long-term relationships with customers. This is a story of the D2C strategy being pursued by Engineer Workwear, a local Indonesian brand dealing in workwear for young engineers and field staff. Using a case study and qualitative examination, the research delves into the primary areas such as the manner in which the brand manages distribution so that it can successfully maintain prices and inventory in position, the manner in which repeated storytelling and brand conversation allow their messages to connect, and the way interactive digital content community participation further strengthens their relationship with the customer. Equally vital is incessant product innovation specifically derived from consumer feedback. The report highlights that the success of Engineer Workwear lies in an equilibrium mixture of good brand communication, friendly community culture, and adaptability in respecting advancing digital technologies. Together, these traits provide a unique brand personality and durable customer memories, which enable the brand to stay relevant and grow with the fast- evolving competitive market