Impact of abrupt changes in the external business environment on the activities of transnational corporations in the fashion industry

This article examines the factors of the indirect business environment of the global fashion industry, which plays an important role in the global economy. A complex of business environmental factors of indirect impact is described in detail, including trends in economic development, globalization, scientific and technological progress, digitalization. The impact of the COVID-19 pandemic on changes in the business environment was analyzed. The study revealed the relationship between falling demand and disruptions in the functioning of global value chains in connection with a pandemic with a deterioration in the performance of TNCs in the fashion industry. As a result, it was concluded that radical changes in the business environment accelerated the digital transformation of TNCs in the fashion industry.