<![CDATA[Purpose: To describe innovation, creativity, marketing, and HR development strategies for improving DS Style Box's marketing performance, addressing stagnant sales caused by limited products, unappealing packaging, and inconsistent marketing. Methodology/approach: This descriptive qualitative research collected data via observation, literature review, and interviews (3 key, 2 triangulation informants), analyzed through data reduction, display, and conclusion drawing. Findings: Product innovation, design creativity, digital marketing, and HR competence are strategic factors. Main obstacles include limited product variety, unattractive packaging, and sub-optimal digital media utilization. Practical implications: Businesses must develop trend-aligned products, improve packaging design, strengthen digital marketing, and utilize simple technologies (like AI) for customer service. Originality/value: Offers a comprehensive solution to overcome sales stagnation by integrating creativity, HR competence, and technological adaptation in a specific case study.]]>
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