TRANSFORMASI MODEL BISNIS FAST FASHION DI INDONESIA SERTA PENGARUHNYA TERHADAP STRUKTUR DAN DINAMIKA INDUSTRI GARMEN LOKAL
Keywords:
fast fashion, UKM, industri garmen, keberlanjutan, kebijakan industriAbstract
Industri garmen Indonesia menghadapi tekanan besar akibat transformasi model bisnis fast fashion global yang menekankan produksi cepat, rotasi desain tinggi, dan distribusi digital. Kehadiran merek global seperti Zara, H&M, dan Uniqlo sejak awal 2010-an mengubah pola konsumsi masyarakat urban, terutama generasi muda, dari belanja musiman ke konsumsi impulsif berulang. Perubahan ini mempercepat siklus tren, menurunkan loyalitas pada produk lokal, dan meningkatkan persaingan di sektor garmen nasional. Penelitian ini bertujuan menganalisis dampak transformasi model bisnis fast fashion terhadap struktur dan dinamika industri garmen lokal, terutama UKM dan pekerja perempuan. Metode yang digunakan adalah kualitatif-deskriptif berbasis studi kasus dengan analisis data sekunder. Hasil penelitian menunjukkan bahwa penetrasi fast fashion memicu restrukturisasi signifikan pada industri garmen lokal, dengan UKM mengalami penurunan produksi hingga 30% dalam lima tahun terakhir akibat keterbatasan modal, teknologi, dan adaptasi pasar. Sementara perusahaan besar mampu bertahan melalui adopsi strategi fast fashion, UKM cenderung terpinggirkan dan menjadi subkontraktor tanpa kemandirian desain maupun distribusi. Secara sosial, tekanan produksi cepat memperburuk kondisi kerja buruh perempuan yang mendominasi sektor ini, melalui jam kerja panjang, sistem kontrak fleksibel, dan minim perlindungan sosial. Dari sisi lingkungan, produksi massal fast fashion meningkatkan limbah tekstil, polusi air, dan emisi karbon. Penelitian merekomendasikan intervensi kebijakan terintegrasi untuk memperkuat kapasitas UKM, perlindungan tenaga kerja, serta mendorong praktik industri yang lebih etis, berkelanjutan, dan adaptif terhadap globalisasi.
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