Having Ideal body shape are women’ dream. In the early era, shapewear be one of the choice to control and improve the body shape. Shapewear can give instant gratification for women to fashion. The popularity of shapewear products in Indonesia since past seven years made the industry become more competitive. Many new brands, not only from local but also from foreign countries wants to get into the market. Mollifix shapewear is a new growing of Taiwanese shapewear’s brand. Seeing the potential of Indonesian market, this brand also willing to expand their market to Indonesia. This research provide a look of the shapewear industry in Indonesia and formulation of marketing strategies for Mollifix in Indonesian market. It will identified the key factors affecting shapewear preference in Indonesia and provide the information about customers’ behavior in this market. This analysis are based on multivariate techniques, which are the most relevant to marketing research related to the key component of the marketing strategies of Mollifix.

Having Ideal body shape are women’ dream. In the early era, shapewear be one of the choice to control and improve the body shape. Shapewear can give instant gratification for women to fashion. The popularity of shapewear products in Indonesia since past seven years made the industry become more competitive. Many new brands, not only from local but also from foreign countries wants to get into the market. Mollifix shapewear is a new growing of Taiwanese shapewear’s brand. Seeing the potential of Indonesian market, this brand also willing to expand their market to Indonesia. This research provide a look of the shapewear industry in Indonesia and formulation of marketing strategies for Mollifix in Indonesian market. It will identified the key factors affecting shapewear preference in Indonesia and provide the information about customers’ behavior in this market. This analysis are based on multivariate techniques, which are the most relevant to marketing research related to the key component of the marketing strategies of Mollifix.

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