Authors - Adeline Aulia Darsonoputri, Farah Alfanur Abstract - Indonesia’s local fashion industry has grown alongside digital marketplaces, social media, and live commerce, expanding market opportunities while increasing competition, customer switching, and digital platform dependence. Neulla, a Bandung-based Indonesian fashion brand with the concept of “Basic with a Twist,” faces the need to strengthen differentiation, customer relationships, and competitive positioning. This study formulates renewed business development strategies for Neulla using an integrated Business Model Canvas (BMC), PESTLE, Porter’s Five Forces, SWOT, and TOWS Matrix approach. A descriptive qualitative case study was conducted through in-depth interviews with internal and external informants supported by company documentation. The findings show that Neulla’s current business model has implemented the nine BMC blocks, with strengths in brand identity, digital sales channels, and product design capability. However, Neulla faces challenges related to competition, changing fashion trends, marketplace dependency, production capacity, and creative team turnover. The TOWS Matrix generated 30 alternative strategies, which were consolidated into 18 renewed strategies and classified into short-term, mid-term, and long-term priorities. These strategies were integrated into a new BMC to strengthen design differentiation, sales channels, customer engagement, internal systems, and partnerships. The proposed business model offers practical strategic direction for enhancing Neulla’s competitive positioning in Indonesia’s local fashion industry.
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