Interaction with consumers and the formation of a positive image as a condition for the success of the marketing activities of fast fashion TNCs

It was found that changes in the external environment, in particular more open global markets, new technologies and the growth of services brought significant benefits to consumers and led to a change in their behavior. It was found that an important feature of modern consumer markets is the expansion of the choice of goods and services, a significant increased influence of consumers and their activities. This article focuses on the relationship with customers of TNK fast fashion, namely: customer focus, customer relationship management, knowledge and technology management based on CRM, customer satisfaction in the fashion industry. Fast fashion brands have been found to achieve significant positive impact on customer satisfaction, and a positive perception of brands, which has a positive effect on sales.