The economy of Pakistan has faced many challenges due to COVID-19, leading to numerous systemic failures and leaving it struggling to recover. This research aims to shed light on the specific challenges faced by Pakistani textile companies during the pandemic. Comprehensive data was collected from one hundred fifty-three textile managers in Pakistan. Upon examining the impact of COVID-19 on businesses, it has been found that the most pressing issues revolved around working capital and strategies for generating new sales. Interestingly, many of these businesses were well-prepared in the digital realm, readily embracing digital knowledge and seizing opportunities by pivoting to the production of personal protective equipment (PPE) and N95 masks. This study aims to evaluate the early consequences of COVID-19 on Pakistan’s textile industry. Considering the scarcity of research on these challenges and opportunities, our work contributes to a better understanding of the hurdles the textile sector faces. Furthermore, it sets the groundwork for future research in this domain. It provides valuable insights for textile businesses, enabling them to align their strategies with the ever-evolving digital marketing landscape.

Abba Ahmed, B. (2020). Impact of COVID-19 Pandemic on Global Economy. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3719949

Abbasi, M. N., Hassan, N. M., Abbas, J., & Liaqat, T. (2022). Should firms leverage Social Media usage to enhance Supply Chain Efficiency? A Post Covid-19 Empirical Investigation. Review of Education, Administration & Law, 5(2), 149–162. https://doi.org/10.47067/real.v5i2.226

Adawiyah, R., & Adhitya, F. (2021). Restructuring MSMEs Businesses Through the Use of Digital Marketing as a Reflection on the Economic Impact of the Covid-19 Pandemic. Journal of Digital Marketing and Halal Industry, 3(2), 133–148. https://doi.org/10.21580/jdmhi.2021.3.2.8440

Aditya, O. (2020). Marketing Strategy Analysis of Asin Asked MSMEs in The Covid-19 Pandemic Period in Kesenden, Cirebon. Devotion: Journal of Community Service, 1(2), 59–68. https://doi.org/10.36418/dev.v1i2.63

Arania, F., Putri, I. M., & Saifuddin, M. (2022). The Impact of Covid-19 on Textile and Fashion Industries: The Economic Perspective. Journal of Marketing Innovation (JMI), 2(1). https://doi.org/10.35313/jmi.v2i1.18

Arora, Dr. R., & Nangia, Dr. R. (2021). An Empirical Study of Consumer buying decision and Digital Marketing during COVID 19 Pandemic. Transnational Marketing Journal, 9(3). https://doi.org/10.33182/tmj.v9i3.1610

Barbu, A. (2020). An analysis of youth behavior on social networks during the COVID-19 pandemic. Evidence from Romania. Business Excellence and Management, S.I.(1), 177–193. https://doi.org/10.24818/beman/2020.s.i.1-15

Bureau, B., Duquerroy, A., & Vinas, F. (2021). Corporate Liquidity during the COVID-19 Crisis: The Trade Credit Channel. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3777929

Chakraborty, S., & Biswas, M. C. (2020). Impact of COVID-19 on the Textile, Apparel and Fashion Manufacturing Industry Supply Chain: Case Study on a Ready-Made Garment Manufacturing Industry. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3762220

Cho, B., & Saki, Z. (2021). Firm performance under the COVID-19 pandemic: The case of the U.S. textile and apparel industry. The Journal of The Textile Institute, 113(8), 1637–1647. https://doi.org/10.1080/00405000.2021.1943258

Dash, G., & Chakraborty, D. (2021). Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19. Sustainability, 13(12), 6735. https://doi.org/10.3390/su13126735

Debata, B., Patnaik, P., & Mishra, A. (2020). COVID ‐19 pandemic! It’s impact on people, economy, and environment. Journal of Public Affairs. Portico. https://doi.org/10.1002/pa.2372

Espitia, A., Mattoo, A., Rocha, N., et al. (2021). Pandemic trade: COVID‐19, remote work and global value chains. The World Economy, 45(2), 561–589. Portico. https://doi.org/10.1111/twec.13117

Galindo, A. J., & Tovar, J. (2022). Policy Support and Firm Performance During the COVID-19 Pandemic: Evidence from Colombia. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4179568

García-Salirrosas, E. E., Acevedo-Duque, Á., Marin Chaves, V., et al. (2022). Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic. Sustainability, 14(10), 6302. https://doi.org/10.3390/su14106302

Gazolla, M., & Aquino, J. R. de. (2022). Reinvention of family farming markets in Brazil: the novelty of digital marketing sites and platforms in times of COVID-19. Agroecology and Sustainable Food Systems, 46(6), 902–927. https://doi.org/10.1080/21683565.2022.2072997

Gereffi, G. (2020). What does the COVID-19 pandemic teach us about global value chains? The case of medical supplies. Journal of International Business Policy, 3(3), 287–301. https://doi.org/10.1057/s42214-020-00062-w

Giantari, I. G. A. K., Yasa, N. N. K., Suprasto, H. B., & Rahmayanti, P. L. D. (2022). The role of digital marketing in mediating the effect of the COVID-19 pandemic and the intensity of competition on business performance. International Journal of Data and Network Science, 6(1), 217–232. https://doi.org/10.5267/j.ijdns.2021.9.006

James, L. (2021). Impact of Digital Marketing on SME Growth in South Asia: A Case Study on Faheem Haydar Dealzmag. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3758480

Jamir, I. (2020). Forecasting Potential Impact of COVID-19 Outbreak on India’s GDP Using ARIMA Model. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3613724

Junzhi, D. (2021). The development of e-commerce in China during the COVID-19 pandemic on the example of the textile industry. BRICS Journal of Economics, 2(3), 54–69. https://doi.org/10.38050/2712-7508-2021-3-3

Kanupriya. (2021). COVID-19 and the Indian Textiles Sector: Issues, Challenges and Prospects. Vision: The Journal of Business Perspective, 25(1), 097226292098458. https://doi.org/10.1177/0972262920984589

Karmacharya, M., Kumar, S., Gulenko, O., & Cho, Y.-K. (2021). Advances in Facemasks during the COVID-19 Pandemic Era. ACS Applied Bio Materials. https://doi.org/10.1021/acsabm.0c01329

Kaur, K. (2021). The Early Impact of COVID-19 on Textile Industry: An Empirical Analysis. Management and Labour Studies, 46(3), 0258042X2199101. https://doi.org/10.1177/0258042x21991018

Meyer, B. H., Prescott, B., & Sheng, X. S. (2021). The impact of the COVID-19 pandemic on business expectations. International Journal of Forecasting, 38(2). https://doi.org/10.1016/j.ijforecast.2021.02.009

Missoni, E., Armocida, B., &Formenti, B. (2020). Face masks for all and all for face masks in the COVID-19 pandemic: community level production to face the global shortage and shorten the epidemic. Disaster Medicine and Public Health Preparedness, 1–13. https://doi.org/10.1017/dmp.2020.207

Modi, S., & Jindal, P. (2021). Forecasting Potential Impact of COVID-19 on India and Indonesia’s GDP. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3884823

Nabil, B. (2021). Green Technology in Textile Industries. Journal of Textile Science & Fashion Technology, 8(2). https://doi.org/10.33552/jtsft.2021.08.000684

Nilufer, N. (2020). Critical assessment on business strategy from aviation to retail industry during COVID-19 Pandemic. International Journal of Business Ecosystem & Strategy (2687-2293), 2(2), 8–14. https://doi.org/10.36096/ijbes.v2i2.205

Novitasari, A. T. (2021). Digital Media Marketing Strategies for MSMEs during the Covid-19 Pandemic. FOCUS, 2(2), 72–80. https://doi.org/10.37010/fcs.v2i2.348

Nurjaman, K. (2021). MSMEs Marketing Strategy with the Use of Social-Media in the COVID-19 Pandemic Era. International Journal of Science and Society, 3(4), 203–211. https://doi.org/10.54783/ijsoc.v3i4.406

Okenna, N. P. (2020). An Overview of the Impact of the COVID-19 Pandemic on Nigerian Economy. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3654521

Purnamawati, I. G. A., &Yuniarta, G. A. (2021). Loan Restructuring, Human Capital and Digital towards MSME Performance in the COVID-19 Pandemic. Asia Pacific Management and Business Application, 010(02), 177–192. https://doi.org/10.21776/ub.apmba.2021.010.02.5

Rashata, H. (2021). Firm Characteristics and Firm Performance during the COVID-19 Pandemic: Evidence from an emerging market. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3960757

Saif, N. M. A., Ruan, J., &Obrenovic, B. (2021). Sustaining Trade during COVID-19 Pandemic: Establishing a Conceptual Model Including COVID-19 Impact. Sustainability, 13(10), 5418. https://doi.org/10.3390/su13105418

Satrio, D., &Muhardono, A. (2022). Digital Marketing as a Strategy to Defend MSMEs in the Covid-19 Pandemic. FIRM Journal of Management Studies, 7(1), 73. https://doi.org/10.33021/firm.v7i1.1545

Sehrawat, M., & Khurana, A. (2022). Unmuting the Mute: Turning Challenges into Opportunities. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4023477

Shah, F., Liu, Y., Shah, Y., & Shah, F. (2022). Trade credit promotes industrial growth during the COVID-19 pandemic: Evidence from the textile sector of Pakistan. R-Economy, 8(1), 68–76. https://doi.org/10.15826/recon.2022.8.1.006

Shahzad, A., Hassan, R., Abdullah, N. I., Hussain, A., & Fareed, M. (2020). COVID-19 Impact On E-Commerce Usage: An Empirical Evidence From Malaysian Healthcare Industry. Humanities & Social Sciences Reviews, 8(3), 599–609. https://doi.org/10.18510/hssr.2020.8364

Strange, R. (2020). The 2020 Covid-19 pandemic and global value chains. Journal of Industrial and Business Economics, 47. https://doi.org/10.1007/s40812-020-00162-x

Stukan, T. (2021). Role, Place and Significance of Digital Marketing In The System Of Production Distribution By Agricultural Producers In The Conditions Of The COVID-19 PANDEMIC. Black Sea Economic Studies, (66). https://doi.org/10.32843/bses.66-12

Suriyankietkaew, S., &Nimsai, S. (2021). COVID-19 Impacts and Sustainability Strategies for Regional Recovery in Southeast Asia: Challenges and Opportunities. Sustainability, 13(16), 8907. https://doi.org/10.3390/su13168907

Svenson, L. (2021). Voices of entrepreneurs: a review of entrepreneurs’ perceptions of SME COVID-19 support measures in South Africa. Journal of Entrepreneurial Innovations, 2(SI). https://doi.org/10.14426/jei.v2isi.1070

Vadgama, A. (2021). The New Normal: Textile Crafts in Kutch Amidst the COVID-19 Pandemic. TEXTILE, 1–10. https://doi.org/10.1080/14759756.2021.1977465

Varnavskii, V. (2021). Global Value Chains (GVCS) and COVID-19 Pandemic. World Economy and International Relations, 65(1), 14–23. https://doi.org/10.20542/0131-2227-2021-65-1-14-23

Verbeke, A. (2020). Will the COVID‐19 Pandemic Really Change the Governance of Global Value Chains? British Journal of Management, 31(3), 444–446. https://doi.org/10.1111/1467-8551.12422

Voss, H. (2020). Implications of the COVID-19 pandemic for human rights and modern slavery vulnerabilities in global value chains. Transnational Corporations, 27(2), 113–126. https://doi.org/10.18356/1d28cbee-en

Zaidi, Z., & Shukri, S. (2022). The effects of digital marketing implementation on online consumer in Selangor during COVID-19 pandemic. Management Science Letters, 12(1), 43–50. https://doi.org/10.5267/j.msl.2021.8.002

Zhao, L., & Kim, K. (2021). Responding to the COVID-19 pandemic: Practices and strategies of the global clothing and textile value chain. Clothing and Textiles Research Journal, 39(2), 0887302X2199420. https://doi.org/10.1177/0887302x21994207

Zhelev, P. (2021). Competitiveness of the textile and clothing industry in bulgaria after the eu accession and in times of COVID-19 pandemic. Trakia Journal of Sciences, 19(Suppl.1), 89–98. https://doi.org/10.15547/tjs.2021.s.01.013