PROFESSIONAL COMPETENCE OF MANAGEMENT, ADMINISTRATION AND BUSINESS SPECIALISTS IN THE CONTEXT OF DIGITAL TRANSFORMATION AND TRANSITION TO A GREEN ECONOMY IN THE FASHION INDUSTRY OF UKRAINE

The relevance of the research topic is due to the current challenges of digital transformation and the transition to a green economy, which require updating the professional competencies of management, administration and business professionals, especially in the context of the Ukrainian fashion industry. Digitalization and the global movement towards sustainable development create new requirements for managers who must adapt to a rapidly changing environment. The purpose of the study is to analyze the key aspects of the professional competence of management, administration and business specialists, as well as to identify ways to adapt them to the conditions of the digital economy and environmentally friendly development. The object of the study is the professional activity of managers in the fashion industry of Ukraine. The research methodology is based on the analysis of modern scientific literature and practical cases in the field of management and business related to the introduction of digital technologies and sustainable practices. A systematic approach is applied to study the interaction of digital innovations and environmental requirements in the context of global trends. The results of the study indicate the need to integrate the latest digital tools, such as artificial intelligence, big data and automation, into the business processes of fashion companies. In addition, the study emphasizes the importance of developing environmental awareness among managers, including the implementation of recycling practices, reducing carbon emissions and using energy-saving technologies. The practical value of the work is to formulate recommendations for fashion brands aimed at increasing their competitiveness and compliance with European standards.