Characteristic features of fast fashion TNCS in the context of dynamic market changes

The relevance of the article is associated with the formation of the global fashion market and the ongoing significant changes in both competition and consumer behavior. Trends in the global fashion market are formed by a small group of TNCs in the fashion industry, in particular Inditex and H & M. The article is devoted to the characteristic features of the activities of TNCs of fast fashion in the context of dynamic market changes. A quick response to changes in consumer preferences, a flexible production system, clear logistics along with global marketing, an efficient communication system and an exceptionally attentive attitude towards consumers are the characteristic features of the complex of activities of the most successful TNCs in the fashion industry.