KAJIAN PUSTAKA TENTANG VISUAL BRANDING PADA FASHION TECHWEAR UNTUK KONSUMEN GEN Z
DOI:
https://doi.org/10.62375/jdkv.v3i2.535Keywords:
Techwear, psikologi, gen z, Visual branding, identitas merekAbstract
Penelitian ini mengkaji pengaruh elemen visual dalam branding techwear kontemporer terhadap persepsi dan keputusan pembelian konsumen Gen Z melalui pendekatan semiotika. Dengan mengintegrasikan model triadik Pierce (ikon, indeks, simbol) dan semiotika sosial, studi ini menganalisis bagaimana penggunaan warna gelap, aksen kontras minimal, serta desain yang mengintegrasikan unsur tactical look, utility, futuristik, dan fungsionalitas membentuk identitas brand modern. Melalui studi pustaka komprehensif dari publikasi 2020-2025, penelitian mengungkap bahwa warna gelap diasosiasikan dengan kekuatan, eksklusivitas, dan keandalan, yang resonan dengan identitas Gen Z yang mengutamakan modernitas dan keunikan. Proses psikologis yang terjadi melibatkan aspek kognitif (pemahaman nilai fungsi), afektif (resonansi emosional), dan behavioral (ekspresi identitas) yang khas dari generasi digital native. Elemen tactical look menggambarkan kesiapan dan strategi, sementara desain utility menekankan kepraktisan dalam konteks urban modern. Unsur futuristik menambah kesan inovasi dan kecanggihan teknologi, sedangkan fungsionalitas memperkuat nilai guna produk dalam situasi dinamis. Hasil analisis mengungkap bahwa kombinasi elemen visual tersebut membentuk sistem tanda yang kompleks, mempengaruhi proses psikologis pengambilan keputusan Gen Z melalui interaksi antara nilai fungsional dan identitas personal. Temuan ini memberikan wawasan penting bagi pengembangan strategi visual branding techwear kontemporer.
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