Indonesian Small and Medium Enterprises (SMEs) have an important role for regional economic growth for supporting national economy. As a contributor for more than 50% of Indonesian gross domestic product, SMEs become the foundation of Indonesian economy. From many business trends in Indonesia, the most popular are fashion business (35%). This fact becomes a SMEs challenges to struggle in tight competition by having a unique strategy and specific technique. Subsequently, this research is conducted to investigate and reveal the secret success factors of fashion business. Respondents of this study are the well run West Java SMEs which already successfully managed their profits. The method used in this research based on existing studies on entrepreneurship that have been proven in the SMEs studies. The SME respondents are taken from all over West Java which has 8.2 million populations (2014). Data obtained through 300 questionnaires that contain quantitative and qualitative information to fashion SMEs. Exploratory and confirmatory analysis is used to formulate the results of the questionnaire. The result expected is the secret success factors that most frequently mentioned by fashion businesses in West Java such as innovation or creativity. Hopefully by knowing the secret success factors, every single entity could learn effective ways in developing the similar business.