Strategies for Local Brands in the Fashion Industry to Keep Growing during the COVID Pandemic 19

Abstract

The COVID-19 pandemic has affected various aspects of human life, including in the fashion sector. The negative impact of the pandemic disrupted the business operations of MSMEs (Micro, Small and Medium Enterprises), including exports that could not be carried out so that production did not run as it should. This greatly disturbed the sustainability of business, especially in the fashion industry.Even though fashion products are currently very developed and have many varieties and many people who love fashion. The products on the market are so varied following the ongoing trend. Not only women who love fashion, but not a few men who really pay attention to this. Especially nowadays there are many people who love fashion products more for adventures such as hiking, or traveling far. With such an opportunity, not a few fashion brands take advantage of it.The Erigo clothing line brand is a young fashion brand that is growing, has high quality and designs that support daily needs as well as traveling. In Indonesia, Erigo has become one of the best, high quality and reliable clothing lines on the market. "The Erigo brand was founded in 2011 and is an online clothing line store that sells a variety of products. Erigo's local brand continues to innovate to adapt to changing trends, in the midst of this pandemic situation, his party is indeed quite aggressive in implementing various strategies so that the business continues to grow. Apart from presenting quality products, Erigo also adapts to the marketing system.The results of this study Erigo local brand implemented a strategy to adapt to changing trends in the midst of this pandemic situation by evaluating existing business models and business processes as well as maximizing online sales platforms and making up-to-date and stylist designs following the changing trends that are very fast.