Changing the Approach to Value Propositions in the Business Models of Polish Apparel Companies: The Impact of Digitalization, Personalization, and Sustainability
Purpose: The paper examines the transformation of value propositions in the business models of Polish clothing companies between 2019 and 2024. It focuses on how digitalisation, personalisation, and sustainable development have reshaped the competitive landscape and consumer expectations, accelerated by the COVID-19 pandemic. Design/Methodology/Approach: A comparative case study method was applied, analysing reports of four Warsaw Stock Exchange–listed companies (LPP, CCC, VRG, MONNARI) in 2019 and 2024. The research combines content analysis of corporate reports with secondary industry data, identifying changes in three key areas: digitalisation, ESG practices, and offer personalisation. Findings: The results show that LPP and CCC emerged as leaders in digital transformation, applying AI, big data, omnichannel strategies, and augmented reality, while VRG and MONNARI lagged with only basic digitalisation. In sustainable development, LPP adopted a comprehensive ESG strategy, followed by CCC with targeted ecological initiatives, while VRG and MONNARI implemented only partial or minimal measures. Personalisation developed most strongly in LPP and CCC, integrating advanced analytics, AI-driven recommendations, and customer loyalty programmes, while VRG and MONNARI offered only basic or limited solutions. The pandemic acted as a major accelerator of e-commerce adoption and omnichannel integration. Practical Implications: The findings provide insights for managers and policymakers into the mechanisms of building competitive advantage in the clothing industry. They highlight the need to invest in AI-based recommendation systems, strengthen ESG practices for reputational and financial benefits, and assess the profitability of new business models such as subscriptions and recommerce. Originality/Value: This study provides a systematic analysis of how value propositions evolved in Polish listed clothing companies in the post-pandemic era. It contributes to the literature by linking digitalisation, personalisation, and ESG with value proposition design, demonstrating how these elements jointly shape long-term competitiveness in a dynamic environment.