Strategic alliances of TNCs in the fashion industry after the pandemic

The article is devoted to the issues of strategic alliances of TNCs in the fashion industry after the pandemic. The characteristic features of modern strategic alliances of TNCs in the fashion industry after the pandemic have been identified. The motives for the formation of strategic alliances in the fashion industry have been established; the processes involved in creating and managing such an alliance, and the factors that determine the success of the alliance. It is revealed how digital technologies influence strategic TNCs in the fashion industry. The research methodology is based on system analysis. It was revealed that competence in the field of marketing, branding and retailing influence the motives for creating an alliance, the choice of partners and the implementation of the alliance.