Pendampingan Pengembangan Lini Bisnis Rental Pakaian Pesta dan Formal untuk Perluasan Pasar Redchic Bridal di Padang: Assistance in Developing a Party and Formal Wear Rental Business Line to Expand Redchic Bridal’s Market in Padang

Indah Maya Sari; Ares Albirru Amsal

doi:10.25077/bina.v9i3.927

Authors

Indah Maya Sari Departemen Ekonomi, Fakultas Ekonomi dan Bisnis, Universitas Andalas, Padang, Indonesia
Ares Albirru Amsal Departemen Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Andalas, Padang, Indonesia

DOI:

https://doi.org/10.25077/bina.v9i3.927

Keywords:

formal wear rental, MSME, social media marketing, market expansion, service operations

Abstract

Micro, small, and medium enterprises in the fashion sector need to develop additional revenue sources while maintaining consistent marketing and service operations. Redchic Bridal, a tailoring MSME in Padang, had begun renting party and formal wear, but the activity remained secondary and was not yet supported by an integrated marketing and operational workflow. This community engagement program aimed to strengthen the capability of three rental-division personnel to manage promotion, personal selling, garment preparation, return handling, cleaning, and inventory recovery as one service cycle. The program was conducted from June to July 2026 using participatory action research through participatory problem identification, action, observation, and joint reflection. Evaluation used direct observation, activity documentation, partner confirmation, and comparison with the initial condition. Because the partner did not maintain standardized baseline and post-intervention records for inquiries, transactions, revenue, or conversion rates, quantitative business outcomes were interpreted cautiously. Based on a partner-confirmed relative comparison, rental activity was reported to have increased to approximately ten times the initial condition. The range of use also expanded beyond bridal and party needs to family members of wedding parties, prewedding activities, photo sessions, catwalk competitions, and other glamorous or thematic events. The program helped establish a more integrated rental workflow and clarified the role of rhinestones, sequins, beads, and other decorative details as product differentiation in market communication. These outcomes provide a practical basis for further service standardization and systematic performance recording.

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