Digital transgformation and transnational corporations of fashion industry

The article is devoted to the impact of digitalization on the fashion market. Competition and consumer demand in the global apparel market are being transformed under the influence of changing consumer behavior. The development of digitalization has led to a rapid change in the entire structure of the global environment in which TNCs in the fashion industry operate. Digital transformation is affecting the fashion market today, primarily in three areas: digitalization of goods and services, digitalization of communication with customers and digitalization of production, logistics and internal operations of the company. The factors causing TNCs in the fashion industry, which are the main participants in the global fashion market, are actively involved in digitalization.