Strategic alliances as an alternative to mergers and acquisitions of international fashion companies

This article compares the main characteristics of strategic alliances of international fashion industry companies in comparison with mergers and acquisitions. The purpose of the study is to identify whether strategic alliances of fashion industry companies can be a full-fledged alternative to mergers in a dynamic, unpredictable external environment. Factors influencing the creation of strategic alliances with the participation of fashion industry companies have been identified. The advantages and difficulties associated with the functioning of strategic alliances are highlighted. It has been established in which areas strategic alliances of fashion industry firms are successfully created and developed. It has been revealed that strategic alliances, being a complex tool for increasing the competitiveness of firms, help fashion companies achieve flexibility and acquire innovative capabilities.