Product Innovation and Diversification: Buttonscarves' Strategy in Maintaining Brand Relevance

Along with the increasing public awareness and need for modest fashion, the Muslimah fashion industry in Indonesia is growing rapidly. As a leading brand in this field, Buttonscarves has managed to maintain its relevance and competitiveness by implementing product innovation and diversification strategies. This research aims to analyze the implementation of the strategy and its impact on brand sustainability. In this study using a qualitative descriptive approach with a case study method, the data results were collected through digital documentation on e-commerce platforms and official social media from Buttonscarves. The results show that exclusive hijab designs, collaboration with international brands and the use of premium materials enable product innovation. Buttonscarves marketed products continue to innovate such as hijab, accessories, bags, women's shoes to home living products. This study shows fashion businesses the importance of continuous innovation and product diversification to deal with the market dynamics.