<![CDATA[This research aims to develop an appropriate marketing strategy to strengthen the competitive advantage of XYZ Fashion Stores amid increasing competition in the fashion retail industry. The object of this study is Toko Fashion XYZ, which is a retail company that sells quality and fashionable clothing, accessories, and shoes products. The results of the study show that XYZ Fashion Stores have strengths that include an attractive product variety, a well-known brand reputation in the community, and a strategic store location. However, the company also faces some drawbacks, such as reliance on offline sales, lack of product innovation, and limitations in digital media for marketing. There are many opportunities, such as the rapid growth of e-commerce, promotion through social media, and local fashion trends. On the other hand, there are threats coming, such as fierce price competition, rapid changes in market tastes, and market pressure on large e-commerce platforms. In addition, the method of writing this scientific article is a qualitative method, the SWOT method (Strengths, Weaknesses, Opportunities, Threats). In this SWOT analysis, several alternative strategies for the SO, WO, ST, and WT categories are proposed. These strategies focus on operational efficiency, improved service quality, product innovation, and better digital marketing. To strengthen XYZ Fashion Store's position in the national fashion retail industry, these strategies are expected to serve as a foundation for strategic decision-making.]]>
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