Elevating Batik Boutique's digital presence: a pathway to sustainable growth in the fashion industry

Muhd Alwin Liew, Melisa Nurjustina Elwiana and Suib, Fatin Husna and Md Nurdin, Khadijah and Bushra, Bouchikhi and Md Khairuddin, Muhammad Fuad Hafiy and P, Muhammed Adnan and Blair, Amy (2025) Elevating Batik Boutique's digital presence: a pathway to sustainable growth in the fashion industry. IIUM Journal of Case Studies in Management, 16 (1). pp. 145-149. ISSN 2810-2327 E-ISSN 2710-7175

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Abstract

Batik Boutique, a social enterprise based in Malaysia, exemplifies a successful intersection between cultural heritage and contemporary digital marketing. This case study explores Batik Boutique's current digital marketing strategies, evaluates challenges in its execution, and proposes actionable strategies to strengthen brand presence and customer engagement. With a digital shift catalyzed by the COVID-19 pandemic, Batik Boutique expanded from minimal online operations to a multi-channel digital presence utilizing websites, SEO, social media, and e-mail marketing. Yet, it faces challenges like fluctuating ad performance and engagement, along with a low conversion rate. Proposed improvements focus on refining target segmentation, leveraging AI, enhancing retention strategies, and strengthening content variety. These adjustments aim to optimize brand engagement, elevate Batik Boutique’s digital impact, and support sustainable growth.

Item Type:	Article (Journal)
Uncontrolled Keywords:	Malaysian Batik, Digital Marketing, Social Enterprise, Brand Awareness, Customer Loyalty
Subjects:	H Social Sciences > HF Commerce > HF5475.I74 Halal business, entrepreneur, marketing, management, and administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Fatin Husna Suib
Date Deposited:	07 Jan 2026 11:20
Last Modified:	07 Jan 2026 11:20
Queue Number:	2025-12-Q1496
URI:	http://irep.iium.edu.my/id/eprint/126660

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