Product Validation of Organic Scarf Product
Modest fashion in Indonesia begins to rise as a ‘Hijab Revolution’ along with the rising of slow fashion movement. This sustainable modest fashion attracts middle-class Muslim women with high purchasing power and tends to be open-minded. This research explores the product validation of organic cotton scarf as part of items in sustainable modest fashion through small business who wants to sell organic cotton scarf. Primary data is collected through in-depth interview. The informantsare the consumers who live around Greater Jakarta and Bandung. The interview’s results are analyzed using product validation tools. It is found that majority of consumers still unaware of organic cotton scarf and do not interested in buying the product due to higher price. Non-organic material scarf with specific characteristics might be more attractive for the consumers to choose. This research highlighted the specific characteristics of scarf, which the consumers prefer to choose.
Keywords - Fashion Business, Sustainable Modest Fashion, Product Validation