ENHANCING COMPETITIVE EDGE THROUGH PROBLEM- SOLUTION FIT: A STUDY ON INDONESIAN SME CLOTHING INDUSTRY

• Main Author: Ramadhani Rantung, Rafly
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85800
• Institution: Institut Teknologi Bandung

The clothing industry is highly competitive, especially in Indonesia. This is evident from the significant growth in the industry in recent years, making it a major contributor to the national economy. This growth presents new opportunities for SMEs to maximize their potential and reap substantial benefits. However, a common issue is that many products fail to evolve or are not accepted by the market because they are not needed. Understanding the importance of creating products that fit the Problem-Solution Fit, this research aimed to analyze market problems and needs related to the clothing industry to develop products that align with market demands. A qualitative approach was used, involving in-depth interviews with Gen Z women in Indonesia. The data were processed using coding methods. The research employed the Design Thinking framework as a foundation, and the data were analyzed as part of the product validation process for Overs. Findings revealed that Gen Z respondents faced issues related to flexibility, effectiveness, and comfort in their daily clothing choices. While the Overs product could address these issues, further structured development is needed to create a product that not only solves market problems but also appeals to the market.