Organization of production and marketing activities of European TNCs in the fashion industry in the context of globalization

The article is devoted to modern trends in the production and marketing activities of European transnational companies (TNCs) in the fashion industry in the context of globalization. Relevance is determined by the huge scale of the fashion industry and dynamic changes. The leading European TNCs in the fashion industry Inditex and H&M, under the influence of globalization and digitalization, under the influence of changing consumer expectations and requirements, have transformed approaches to organizing value-added processes based on global value chain management and the fast fashion business model. The parameters of production and marketing activities of the largest European TNCs in the fashion industry Inditex and H&M have been investigated.