<p><em>Self-piracy has been undertaken into the strategy by several companies. They capture the opportunities and benefits that might be gained. This study aims to identify and analyze the self-piracy marketing strategy in clothing business. The analysis proccess is using Analytic Networking Proccess and Benefit, Opportunity, Cost, and Risk (ANP-BOCR) approach. The study describes the results of a survey of practitioners and experts in the fashion industry.  Research shows that self-piracy marketing strategy has four aspects in each cluster. Benefit cluster are: extending market segmentation, strategy is easy to execute at affordable cost, increasing profit, and improving brand equity. Opportunity cluster are: emerging of middle class market, the brand value, positive attitude of consumers towards piracy product. Cost cluster are: product differentiation system, strengthening </em><em>the </em><em>security organization, the new management systems and recruiting new human resources. Risk cluster are: security organization risk, market cannibalism of original product, brand equity risk, and law risk. Opportunity and risk cluster are most important factors. While War pricing and bottom line marketing trought distribution channel are the best alternative strategies to be implemented both for long term and short term.</em></p>