Abstract The COVID-19 pandemic has affected various aspects of human life, including in the fashion sector. The negative impact of the pandemic disrupted the business operations of MSMEs (Micro, Small and Medium Enterprises), including exports that could not be carried out so that production did not run as it should. This greatly disturbed the sustainability of businesses, especially in the fashion industry.Even though fashion products are currently very developed and have many varieties and many people who love fashion. The products on the market are so varied following the ongoing trend. Not only women who love fashion, but not a few men who really pay attention to this. Especially nowadays there are many people who love fashion products more for adventures such as hiking, or traveling far. With such an opportunity, not a few fashion brands take advantage of it. PT. Eigerindo is one company that is consistent in terms of adventure fashion. Starting from the establishment of the company until now, PT. Eigerindo really knows what consumers really want and are looking for. The products it produces are very diverse, ranging from bags as an advantage both for adventure to briefcases available, but or all kinds of adventure accessories, as well as other adventure products. The purpose of this research is to know how the strategy carried out by PT. Eigerindo can survive during the current pandemic so that businesses that have been carried out for a long time do not experience developmental difficulties and losses but experience a long business continuity so that it is the background for consumers to choose products offered to consumers and consumers remain consistent and make Eiger products one of the most popular products. remains in demand by consumers. Currently the Eiger brand always provides products that attract consumers' attention, this is evidenced by products that always innovate so that they can meet consumer desires. The results of this study PT.Eigerindo implemented a strategy This is evidenced by products that are always innovating so that they can meet consumer desires. The results of this study PT.Eigerindo implemented a strategy This is evidenced by products that are always innovating so that they can meet consumer desires. The results of this study PT.Eigerindo implemented a strategyby evaluating existing business models and business processes, and compiling a Business Contingency Plan to deal with business uncertainty during the COVID-19 pandemic.
The Defense Strategy of the Fashion Industry (Pt Eigerindo) in Pandemic Time