Abstract :

MSMEs in Indonesia, especially in the fashion sector, have experienced significant growth. One of the fashion lines that continues to grow and is popular among Indonesians is streetwear. As a fashion center, Bandung has one of the leading streetwear founded in 2013, namely Asbhoel. A company ideally has stable sales because it shows that the company has the right strategy to maintain sales levels. At Asbhoel, there is a problem of decreasing turnover from 2019 to 2022 due to changes in consumer behavior after the Covid-19 Pandemic. This research was conducted to provide proposed strategy innovation on the problem limitations of the suitable business strategy in dealing with changes in consumer behavior after the Covid-19 Pandemic, which decreased Asbhoel’s turnover. The research method used is qualitative. Data were obtained by exploring literature studies on the development of the fashion industry, streetwear trends in Indonesia, increase in the number and revenue of fashion MSMEs, the contribution of the fashion industry sector to Indonesia’s GDP, business development, and business strategies to increase sales. The data was also obtained from interviews with owners to get sales data for 2019 to 2022 and other analysis-supporting data. The data brought were then analyzed using PESTEL, Porter’s Five Forces, dan Competitor Analysis as an external analysis method to determine environmental conditions outside the company as well as Resource-Based View and Value Chain Analysis as an internal analysis method to determine environmental conditions within the company, which is then processed using TOWS to formulate strategic innovations for UMKM Asbhoel.

---

Keywords :

Indonesia, Institut Teknologi Bandung, School of Business and Management

---

References :

1. P. Tjandrawibawa, “Motif Tekstil Sebagai Value Proposition Koleksi Brand Fesyen yang Marketable,” 2018.
2. C. Z. Wijaya and A. Asthararianty, “KAJIAN KONSEP DESAIN BUSANA MUSLIM STREETWEAR SEBAGAI SARANA GENERASI MUDA MELESTARIKAN BUDAYA INDONESIA,” J. DKV Adiwarna, vol. 1, p. 9, 2022.
3. H. Shintya and O. Kurniadi, “Hubungan Antara Promosi melalui Instagram dengan Minat Beli Produk Asbhoel Kalangan Mahasiswa Unisba 2017,” Pros. Hub. Masy., pp. 685–689, 2021.
4. Indie Marketfest News, “Kisah Sukses Sena Senjani Membangun Brand Streetwear Lokal Asbhoel,” 2020. https://indiemarket.news/kisah-sukses-senasenjani-membangun-brand-streetwear-lokal-asbhoel/ (accessed Mar. 24, 2023).
5. Kompas, “Aktivitas Belanja Online Meningkat Drastis, Ini Sebabnya Halaman all – Kompas.com,” 2020. https://money.kompas.com/read/2020/10/27/135847026/aktivitas-belanja-online-meningkat-drastis-ini-sebabnya?page=all (accessed Feb. 10, 2023).
6. Sirclo, “Omnichanel as the Future of Retail: Perubahan Perilaku Belanja Konsumen,” Https://Sirclocdn.Com/Insight-Sirclo/Files/, pp. 14–18, 2021.
7. A. Sarmada and N. Latief, “Strategi Pengembangan Usaha Unggul Bersaing Dan Berkelanjutan Pada Bisnis Kreatif (Studi Empiris Pt. Nayfos Ulpa Busana, Kelapa Dua, Tugu Cimanggis, Depok),” Ekon. Bisnis, vol. 18, no. 1, pp. 44–53, 2019.
8. A. Q. Fadhillah, R. Hasanah, Y. W. Saputri, and B. P. C. Utomo, “ANALISIS STRATEGI BISNIS FASHION HIJAB MEREK ATTAYA HIJAB STORE,” Pros. HUBISINTEK, vol. 2, no. 1, p. 160, 2022.
9. S. A. Widiarni and I. R. Mirzanti, “Business Model Innovation Strategy for Creative Industry in Indonesia,” Int. J. Curr. Sci. Res. Rev., 2023.
10. M. Oktaviannur, A. P. Redaputri, M. Ayunara, H. Dunan, and H. I. Jayasinga, “Analysis Of Business Strategy Decision Making In Increasing Sales Of Waroeng Steak and Shake Bandar Lampung,” Int. J. Econ. Bus. Account. Res., vol. 4, no. 03, 2020.
11. H. D. Yi, S. Park, and J. Kim, “The effects of business strategy and inventory on the relationship between sales manipulation and future profitability,” Sustainability, vol. 11, no. 8, p. 2377, 2019.
12. I. A. Alam and H. Dunan, “MSMEs empowerment and development strategy model,” Rev. Integr. Bus. Econ. Res., vol. 8, p. 324, 2019.
13. A. Habib and M. Siregar, “Local Layer Duck Livestock Business Development Strategy In The Desa Pematang Johar Deli Serdang,” JASc (Journal Agribus. Sci., vol. 4, no. 1, pp. 21–28, 2021.