The impact of globalization on changes in consumer preferences and operations of TNC in the fashion industry

The article is devoted to the impact of globalization on changing consumer behavior and preferences in the global fashion industry. The changes in consumer behavior in the clothing markets under the influence of globalization and digital technologies are studied. It was revealed that under the influence of changing expectations and consumer requirements, the organization of the production and marketing processes of fashion industry companies changed and a fast-fashion business model appeared. The characteristics determining the interaction of TNCs in the fashion industry and modern consumers are investigated.