LAUSR

The COVID-19 pandemic has a great impact in various ways It changes the normal routine of lives and businesses Many businesses encounter tremendous financial pressure, some of them lay off workers or choose to close down According to the statistics, e-commerce experiences a four-fold growth in sales during the pandemic period There is an urgency for firms to digitalize their businesses to respond to the change in the landscape of purchasing patterns of consumers The purpose of this study is to understand the success of a few popular apparel brands in digital businesses This is a qualitative research, and secondary data is collected for the analysis The findings reveal that all of them engage in omni-channel methods in digitizing their businesses while utilizing other forms of technologies in their product and operational management All selected firms agree with the importance of digital business, and omni-channel retailing is their choice In these unprecedented times, the sustainable success of the apparel firms in digital businesses requires a flexible and innovative approach and a commitment to achieving operational excellence Continuous renewal and digital transformation are needed so that these companies have the capabilities to adapt to changes and reap the benefits of a satisfactory organizational performance © 2021 The Author(s) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons org/licenses/by-nc/4 0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited