LITERATUS International Socio-Cultural Scientific Journal e-ISSN: 2686-5009 Analysis of Competitive Strategy on Fashion Products (Case Study CV Racun Cinta) Lutfi Zulkarnain Sekolah Tinggi Ekonomi Islam SEBI Jl. Raya Bojongsari, Pondok Rangga, Kecamatan Sawangan, Kota Depok, Jawa Barat Nur Uswatin Hasanah Sekolah Tinggi Ekonomi Islam SEBI Jl. Raya Bojongsari, Pondok Rangga, Kecamatan Sawangan, Kota Depok, Jawa Barat Abstract This study aims to design an alternative strategy that should be used by CV Racun Cinta in winning the fashion business competition, especially clothing distribution, by first assessing the internal and external factors that affect the business of CV Racun Cinta. This research is a qualitative descriptive study using SWOT analysis (strength, weakness, opportunity, threats). The results of this IE (Internal-External) study indicate that the position of CV Racun Cinta is in cell 1, which is growing and building with an alternative, intensive strategy and integrative strategy. Furthermore, using Porter's Five Forces Analysis. Keywords: fashion, clothing distro, SWOT, CV Racun Cinta, marketing, business competition, Porter's Five Forces Analysis INTRODUCTION From time to time, businesses tend to experience an increase in both quality and quantity. Based on the fact that clothing (fashion) is a basic need. This is in accordance with A.A Maslow's theory, which defines that clothing, food and shelter are basic human needs, or at the level of the most basic needs before food is clothing. The clothing hole that continues to increase because it is a basic human need has an impact on increasing the supply of clothing (fashion). This is in accordance with the law of supply and demand. Therefore, the business in the clothing sector is also always increasing and developing from time to time. The wave of the industrial revolution 4.0 has brought fundamental changes to various orders of global life, marked by the growing development of creativity and innovation with the use of information technology, which disrupts various aspects of global life, including competition in the field. We can see these disturbances by the rapid changes that occur due to the use of artificial intelligence (AI), the internet of things, human-machine interfaces, and the spread of the sharing economy phenomenon, making creativity and innovation as the front line of global economic competition. The era of the industrial revolution 4.0 has made the creative economy one of the strategic issues that deserve mainstreaming as a strategic choice to win global competition, marked by continuing to innovate and innovate to increase economic added value through the capitalization of creative ideas (Bekraf & BPS, 2017)