INOVASI DESAIN DAN BAHAN: FASHION LOKAL KUALITAS GLOBAL
Keywords:
fashion, innovation, marketing, entrepreneur.Abstract
The development of fashion is a dynamic industry that continues to innovate to meet consumer needs. This research aims to provide an in-depth understanding of the development of local fashion products that are able to compete in the global market with a research focus, namely how innovation in design and material selection can increase product competitiveness, as well as the strategies used to achieve global quality standards. A qualitative approach was used, with in-depth interviews and direct observation to collect data from local fashion entrepreneurs. The research results show that design innovation, which combines local cultural elements with global trends, as well as the selection of environmentally friendly materials, plays an important role in increasing the attractiveness and sustainability of products. In addition, effective marketing strategies, such as using social media and e-commerce platforms, can expand market reach and increase interaction with consumers. Consistency in product quality is also identified as the key to maintaining consumer loyalty and strengthening the brand's position in international markets. The biggest challenges faced are intense competition in the global market and fast changing trends. However, opportunities arise with the increasing demand for unique and sustainable local products. This research concludes that product innovation, appropriate marketing strategies, and consistent quality are important factors in developing a competitive local fashion business in the global market.
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