The transition to a new technological order and operations of TNCs in the fashion industry

The article is devoted to the development of TNCs in the fashion industry in the context of the transition to a new technological order and the digital revolution. A study was made of changing the operating conditions of fashion companies under the influence of technological changes. The prerequisites for the development of the concept of fast fashion as a reaction of fashion industry companies to dynamic changes in consumers and the external environment are studied. It is considered how the widespread use of digital technologies affects the improvement of relationships with consumers, optimization of sales, logistics and production. It is analyzed how the TNCs of the fashion industry retain their dynamic abilities and flexibility, the speed of reaction to changes in the external environment.