Perceiving Customer Preferences in Product Innovation of Fashion Startup using Blue Ocean Strategy

This study aims to investigate the creation of product innovation towards fashion start-up business by applying Blue Ocean Strategy. explores customers’ preferences as basis innovation. Furthermore, also works for adjustment company’s value offered market. research uses a descriptive qualitative approach where informants are determined using combination snowball sampling and purposive technique with 9 informants, consisting 5 consumers, 2 competitors, experts. The object is Elvier, brand evening wear products. data collection method in this done semi-structured interviews documentation. Finally, Source triangulation used gain validity reliability research. finds that design, quality price were found be key drivers purchasing decision. identity plays an important role influences consideration. Several hidden pain points discovered which help creating fits needs. Perceiving customer’s practically needed develop design innovative product. Strategy not only map company could be, based on needs, but reveal considerations creatively solve problem innovating new