ENTREPRENEURIAL ACTIVITY IN THE FASHION INDUSTRY AND ITS IMPACT ON ECONOMIC EFFICIENCY
Abstract
The article examines the relationship between entrepreneurial activity and the economic efficiency of fashion industry enterprises through a comparative analysis of leading international companies. Entrepreneurial activity is considered as an economic category that includes managerial flexibility, innovation, adaptability, and the speed of decision-making under conditions of market uncertainty. The study substantiates that entrepreneurial activity acts as an important factor in ensuring the sustainable development and competitiveness of fashion companies. An economic and mathematical model describing the dependence of economic performance on the level of entrepreneurial activity is proposed. A comparative analysis of Inditex and H&M reveals differences in management strategies, supply chain organization, responsiveness to demand changes, and approaches to digitalization. The results demonstrate that higher entrepreneurial activity contributes to revenue growth, improved inventory turnover, and reduced markdown losses. The paper also analyzes the specific features of fashion industry enterprises in Ukraine and identifies the main constraints affecting their development. Practical recommendations aimed at improving the efficiency and adaptability of fashion businesses are formulated.
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