Abstract: Aiming at the current problems of apparel brands retail under the Covid-19 pandemic in the digital era, combined with the background of new retail transformation trends, the paper compares the current development status and strategies adjustment among different industries, discusses the factors and phased development strategies that affect the retail of clothing brands, and proposes innovative retail strategies for its future development through the use of literature analysis, market research and comparative analysis methods. Results showed that the post-epidemic era, clothing brands will pay more attention to the cultivation of brand value, integrate and use various online retail media in a targeted manner, and develop innovative, flexible, diverse and efficient retail models. The retail of apparel brands will also further promote the optimization and upgrading of the apparel industry structure and achieve innovative development among industries.

Key words: Covid-19 pandemic; apparel brands; brand retail; digitalization; innovation strategy