This research was conducted to introduce the conceptual model of digital transformation strategy formation in clothing retail organizations. The qualitative research method was based on the Many Foundations Data Theory approach. Using CASP, the quality of the input articles was reviewed from 37 articles, in the second part of the many databases strategy, the semi-structured interview method was conducted with 17 experts and senior managers of clothing retail organizations, and its validity was confirmed by the Launched method and the Kappa agreement coefficient. Using the combination of empirical and theoretical grounding, 73 codes were extracted in the form of 23 themes in the form of three main components of decision-making drivers, decision-making elements, and strategic decision-making consequences of digital transformation in clothing retailing, finally with a round-trip and enrichment process. The theory, the strategic decision-making model of digital transformation in Iran's clothing retail was designed.