Strategies and Challenges of Clothing Sales Business in the Modern Digital Era

Abstract

This research discusses strategies and challenges in developing a clothing selling business in the digital era, which is increasingly in demand by teenagers and small businesses. Technological advances enable wider market access through social media and e-commerce platforms. This research aims to identify effective marketing strategies and challenges faced in maintaining and developing a clothing business in the digital era. The method used is qualitative research with a case study approach. Data was collected through in-depth interviews, observation, and documentation analysis. The results showed that the use of social media, paid advertising, and collaboration with influencers are the main strategies in increasing the competitiveness of the clothing business. Product innovation and customer service also play an important role in attracting consumers. However, the business faces various challenges, such as limited capital, intense competition, changing market trends, and lack of understanding of digital marketing. Therefore, adaptive strategies, improved digital skills, and good stock and capital management are required to maintain business sustainability. In conclusion, the clothing business has great potential if supported by the right digital marketing strategy. This research is expected to provide insights for businesses in facing business challenges in the digital era.