Study Case of Senora The Label Donna Benitya Putri Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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For decades, a handful of powerful brands have shaped the fashion industry, setting trends, influencing consumer perceptions, and defining industry norms. This dominance, supported by media and cultural narratives, is what defines fashion hegemony, a system that prioritizes established brands while making it harder for smaller brands to gain recognition. However, the rise of new brands today is disrupting the established power structure although they are still striving hard to challenge well-known names, change the conversation, and create unique identities of their own. Using Antonio Gramsci's theory of cultural hegemony and John Storey's perspective on popular culture, this study examines on how Senora The Label build its brand identity. Through conducting in-depth interviews and content analysis, the findings show that independent brands can create a genuine connection with their audience, establish authenticity, and challenge the existing power structure in the fashion industry. This study explores how the role of media in fashion is evolving and offers important insights for emerging brands aiming to establish a strong and lasting presence. It indicates that in the current fashion industry landscape, achieving success is not solely reserved for those with substantial budgets and media influence; instead, it's about brands that can adeptly maneuver through digital spaces and tell compelling stories that resonate with their audience. Keywords: hegemony, fashion industry, local brands, pop culture kualitatif thesis Dr. Joe Harrianto Setiawan Marketing Communication Management 2025 Donna Benitya Putri NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MCM.022.25 S202868SP Hanya Tersedia Softcopy S2.MCM.022.25 sampul_skripsi.jpeg.jpeg 10183 2026-02-02 11:58:11 2026-02-02 13:55:03 machine generated