Features of the activity of transnational corporations in the fashion industry in the context of the COVID-19 pandemic

This article explores the significant changes in the operations of the largest TNCs in the fashion industry caused by the impact of the COVID-19 pandemic. The factors that led to the negative results of the activities of all leading TNCs in the fashion industry are highlighted. The influence of the pandemic on the capitalization of the leading TNCs in the fashion industry is revealed. The characteristic features of the transformation of the activities of TNK Inditex and H&M are considered. The study of the reasons for the strengthening of the competitive positions of the third largest fashion TNK in the world-Japanese Fast Retailing is carried out. As a result, the analysis of the directions of reconfiguration of all production and economic activities of the leading companies in the fashion industry was carried out.