ABSTRACT: This study is finding the suitable marketing for small medium enterprise (SME) female fashion brand to increasing brand awareness and sales. The SME in Indonesia is very vibrant especially in fashion industry and create a strong competition among the player in fashion industry. The challenge is the fashion brand should have a good marketing strategy to increasing brand awareness to make the sales is increase. This study is evaluating internal analysis using segmenting, targeting, and positioning (STP) analysis and 4P Marketing Mix from the brand. After evaluating the internal analysis, this study also evaluating external analysis that affecting the fashion industry. This study using customer analysis and PESTEL analysis to evaluate the external analysis. After conducting external analysis and internal analysis, this study is evaluating the company using SWOT Analysis and continues with TOWS matrix to.determine the strategy to gaining the brand awareness for Samokheshi that affecting to increasing sales.

KEYWORDS: – Marketing Strategy, Small Medium Enterprise, Fashion Brand, Brand Awareness, Marketing Mix.