<![CDATA[The COVID-19 pandemic has impacted the Indonesian economy, especially UMKM players. Al-Fath Muslim Fashion Store, which operates in the fashion industry in Surakarta city, stands out due to its strategic location in the city centre and a predominantly Muslim residential area and has attracted the attention of researchers investigating implemented strategies amidst the pandemic. Employing a qualitative method, direct immersion was utilized to obtain samples through primary sources by means of interviews and real-time document analysis. Processed using a descriptive approach, the focus of the results lied in the problem formulation. The COVID-19 pandemic strategies implemented at Al-Fath Store could act as an emergency plan for the future. This includes introducing new innovative products that adhere to government guidelines, such as a set of hijabs and masks, to attract a wider audience. Al-Fath Store's focused approach and innovative solutions during the pandemic showcase a resilient defense for UMKM players that could be used as a benchmark for others in the industry.]]>
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