Strategic alliances as a form of intrafirm cooperation between fashion TNCS and high-tech companies

The article is devoted to the features of strategic alliances of fashion TNCs in the context of digital transformation and rapid development of new technologies. The features of modern intercompany strategic alliances with the use of AI in the fashion industry are established. The prerequisites for the formation of such strategic alliances are revealed. The article presents an analysis of changes in the characteristic features of strategic alliances in the context of the development of digital technologies. The importance of the growth of innovations at the intersection of design, production, marketing and artificial intelligence for fashion TNCs is revealed.