Gunung Djati Conference Series
Vol. 56 (2025): Seminar Nasional Ekonomi dan Bisnis Islam

THE IMPACT OF DIFFERENTIATION STRATEGY AND PRODUCT INNOVATION ON COMPETITIVE ADVANTAGE IN THE ECO-FRIENDLY FASHION INDUSTRY

Lilis Sulastri (Unknown)
Iir Abdul Haris (Unknown)
Diva Nuraini Purnama (Unknown)
Rizky Indah Putri Christianto (Unknown)
Agung Muhamad Yoransah (Unknown)

Article Info

Publish Date
15 Aug 2025

Abstract

The fashion industry today faces intense competition and growing consumer demand for products that are not only aesthetically appealing but also sustainable. This study aims to analyze the effect of differentiation strategy and product innovation on competitive advantage in eco-friendly fashion companies. A qualitative case study was conducted on Company X, a leading player in Indonesia’s sustainable fashion sector. Data were collected through in-depth interviews, field observations, and company documentation. The data were analyzed descriptively to identify best practices in implementing differentiation and product innovation strategies. The results indicate that the implementation of differentiation strategy, supported by product innovation, significantly enhances competitive advantage, particularly through product value-added, unique design, and eco-friendly brand image.

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Journal Info
Gunung Djati Conference Series
Website

Abbrev

gdcs

Publisher

UIN Sunan Gunung Djati Bandung

Subject

Religion Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Computer Science & IT Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Other

Description

Gunung Djati Conference Series merupakan penyedia layanan publikasi dan konferensi berbagai bidang keilmuan yang diterbitkan oleh UIN Sunan Gunung Djati Bandung dan sebagai sarana publikasi hasil penelitian. Penerbit ini memuat artikel yang belum pernah dipublikasikan sebelumnya yang berupa artikel ...