A study of digital transformation strategies of AT Clothing Company

Abstract

Currently, as digital technology deeply integrates with traditional sectors, more businesses see the urgency of embracing digital upgrades for competitiveness. Yet, for traditional companies, using digital technology is an extensively unfamiliar territory. Digital transformation is an ongoing, long-term project that develops alongside technology. Therefore, seizing new developmental opportunities via digital transformation without clear theory or success stories becomes a real issue for firms like AT Clothing Company. This article takes AT Clothing Company as the research object. Firstly, based on PEST and the Five Forces Competition Model, the external macro environment of AT Clothing Company is analyzed. From the perspective of the external environment, the external transformation drivers are analyzed. From the prominent problems and transformation bottlenecks in the company's internal digital transformation, the internal transformation needs are analyzed, and the necessity and feasibility of digital transformation are concluded. Secondly, through SWOT matrix analysis, the combination of SO+WO growth strategies and turnaround strategies was selected as the company's transformation strategies. Finally, based on the digital transformation framework and the results of strategic selection analysis, the aspecific digital transformation strategic plan for AT Clothing Company was proposed from three levels: strategic overall planning, business management, and strategic implementation guarantee. Some insights were provided for AT Clothing Company and other peer enterprises in their digital transformation.