ABSTRACT
Environment changes also happen in the fashion business. Fashion entrepreneurs, as the owners of fashion MSMEs, should develop plans and strategies so that they can deal with change. The purpose of this study is to identify the changing fashion business environment in Bandung, the impact of the changes, and how entrepreneurs respond to it. The interviewees involved were fashion entrepreneurs as the owners of MSMEs (three people), and stakeholders including the government sector, associations, communities, media, and academics (five people). Entrepreneur owners of UMKM were interviewed about the environment, and characteristics and behavior relevant to running their MSME. Stakeholders were interviewed about the environment, characteristics, and behavior based on their observations of MSMEs under their guidance. The data collection in this study utilized qualitative data by using an interview protocol to identify changes in the fashion business environment. The findings of this research is that there are changes in the fashion business environment, including changes in fashion trends, changes in production scale, changes in marketing strategy, and macro-economic changes such as inflation and regional minimum wage increases. Thus it can be seen that the entrepreneur must be able to respond quickly to the various possibilities of a changing business environment and always have a carefully planned set of strategic steps for the company.
