Poojah Maharajah

This research examines the influence of data analytics on decision-making within the apparel industry. Due to increasing market competition and rapidly evolving customer trends and demands, the adoption of data analytics has become imperative for apparel businesses seeking to maintain a competitive edge. The purpose of this study is to assess the current state of data analytics adoption in Sri Lanka’s apparel sector and to provide recommendations for enhancing its application in strategic and operational decision-making. Employing a qualitative approach, the research is based on face-to-face, semi- structured interviews with eight professionals working across various apparel companies. Key thematic findings include the use of data analytics in demand forecasting and inventory management, the extent and manner of its adoption within businesses, and its impact on organisational decision-making culture. Furthermore, the study proposes practical recommendations and best practices to support the efficient utilisation of data analytics in the Sri Lankan apparel industry. These insights demonstrate how data analytics can be leveraged to create competitive advantage and optimise business operations in the sector.