Micro-Enterprise Digital Business Model Innovation in Fashion: The Case of Marbeliv Fashion

Abstract

This study investigates digital business model innovation in the youth fashion sector through a case study of Marbeliv Fashion, a digitally micro-enterprise in Indonesia. A qualitative case study design was employed, utilizing in-depth interviews, document analysis, and non participant observation, with data analyzed using thematic analysis to capture the essence of Marbeliv’s business strategies. Findings reveal that Marbeliv leverages community-driven marketing, multi-platform optimization—particularly via TikTok and Instagram—and personalized product offerings inspired by Korean fashion trends to engage urban Generation Z consumers. The strategic use of pop-up stores, interactive digital content, and responsive customer engagement further strengthens brand loyalty and market differentiation. Marbeliv’s agility in adapting to trend cycles and platform algorithm changes emerges as a key competitive capability. Theoretically, this research contributes to the literature on digital fashion branding and business model innovation, while practically offering insights for micro and small enterprises (MSEs) aiming to scale through low-cost omnichannel approaches. The study’s novelty lies in demonstrating how hyperlocal digital ecosystems and youth subculture alignment can drive growth for resource-constrained fashion startups.