STRATEGI KOMUNIKASI VISUAL DALAM MEMBENTUK BRAND IDENTITY CLOTHING (STUDI TENTANG KONSEP PADA HEROINE.EXP DAN ULTRASMALANG)

Malang City is one of the cities that is nicknamed the City of Students, this happens because of the presence of universities which results in many students who are not native to Malang City studying at several universities in Malang City. That way, the culture brought is also different, and one thing that stands out the most is fashion. The fashion style that is often found is streetwear style, which of course was present in the 70s in New York. With this change in fashion, the idea to create an original streetwear brand in Malang City and among them are the Heroine.exp and UltrasMalang brands, these two brands have been established for more than 10 years in Malang City and have become a clothing brand that exists among teenagers to adults, behind all of this there is a Visual Communication Strategy that has been formed and automatically has a proven Brand Identity to date. The research method used is a qualitative approach used to explain the phenomenon and the data collected from the results of this qualitative approach is descriptive interpretation coupled with the attachment of interview results. The results of this study show that these two brands do not have a strong master value and are only based on personal assumptions, it can be seen that both brands only have some elements of visual communication.