<![CDATA[Abstrak. Penelitian ini bertujuan menganalisis peran inovasi teknologi dan diferensiasi produk dalam meningkatkan keunggulan kompetitif pada Deandra_Clothingline. Dengan pendekatan kualitatif, data dikumpulkan melalui wawancara mendalam dengan pemilik usaha, karyawan, serta pelanggan; observasi langsung terkait proses produksi, manajemen inventaris, dan layanan pelanggan; serta analisis dokumen seperti laporan penjualan, arsip desain produk, dan strategi pemasaran. Temuan menunjukkan bahwa teknologi digital, seperti e-commerce dan sistem inventaris berbasis teknologi, mempercepat efisiensi operasional. Selain itu, strategi diferensiasi produk yang mencakup desain eksklusif dan kolaborasi dengan desainer lokal berkontribusi pada peningkatan loyalitas pelanggan. Studi ini memberikan wawasan bagi pelaku bisnis fashion untuk mengadopsi strategi inovasi yang relevan guna meningkatkan daya saing.Kata kunci: Inovasi Teknologi, Differensiasi Produk, Keunggulan kompetitif, E-commerce, Deandra_Clothingline Abstract. This study aims to analyze the role of technological innovation and product differentiation in increasing competitive advantage at Deandra_Clothingline. With a qualitative approach, data were collected through in-depth interviews with business owners, employees, and customers; direct observation related to production processes, inventory management, and customer service; and analysis of documents such as sales reports, product design archives, and marketing strategies. The findings show that digital technologies, such as e-commerce and technology-based inventory systems, accelerate operational efficiency. In addition, product strategy differentiation that includes exclusive designs and collaboration with local designers contributes to increased customer loyalty. This study provides insights for fashion business actors to adopt relevant innovation strategies to increase competitiveness. Keywords: Technology Innovation, Product Differentiation, Competitive Advantage, E-commerce, Deandra Clothingline]]>
