A fashion item is one of the human needs that constantly evolves with time.
Fashion nowadays is not only functional, but it has become art media,
communication, and self-expression. BENK is one of the pioneers of micro, small
or medium enterprises engaged in fashion, mainly t-shirts. BENK is currently
experiencing difficulties in restarting its business after a hiatus of approximately six
months, caused by the Covid-19 pandemic. Therefore, this study aimed to obtain
new attributes arrangement following current market trends and demands; thus,
BENK can update its products with these attributes and re-enter the fashion
industry market.
The research was processed using the Quality Function Deployment method, that
translate the input obtained from the consumer into the output in the form of a
priority number of stages that were needed to be carried out to answer the request.
Data processing using the QFD method went through several processes: abstract
data collection, specific data collection, initial data analysis, VoC input,
determination of planning matrix numbers, VoE input, and then the determination
of correlation between VoE and correlation between VoE and VoC. Following all
the processes, the priority number of each attribute was obtained to design
solutions that will be carried out to meet consumer’s demands.
The results of this study were 14 different attributes with characteristics desired by
consumers. From the 14 attributes, there are 12 attributes that fell into the category
of determining factors that consumers consider in choosing a t-shirt product. Then,
11 solution points were obtained to answer consumer’s demand which is ranked
based on priority.