Activities of fast fashion TNCs in a changing business environment

The article is devoted to the activities of TNCs in the fashion industry in complex, unstable environmental conditions. A study was conducted on how changes in the external environment influenced the business models of companies in the fashion industry. The features of the fast fashion business model are revealed. The features of the slow fashion business model have been studied, but it has been revealed that the fast fashion model is currently the leading model for the adaptation of fashion industry firms to a dynamic external environment. It is revealed how the concept of fast fashion is implemented in the business operations of leading European TNCs in the fashion industry.