The final paper explores the implementation of Customer Relationship Management (CRM) in sales management within the fashion industry. Fashion, as an integral part of everyday life, significantly influences people's dressing styles in both personal and professional contexts. With the aim of long-term profitability and sustainability, companies are increasingly focusing on the needs of customers. The author of the paper, with relevant business experience in the fashion industry, uses internal data from specific business entities as practical examples in the research. The goal of the paper is to analyse the application of the CRM approach in the fashion industry to create a positive experience for customers, understand their needs, and provide products and services tailored to those needs. The paper will explore the key components of CRM, the processes of its implementation, and the role of social media as a tool to increase efficiency. Through analysis, the author will identify ways in which the CRM approach is used in the fashion industry to improve customer interactions, customize offerings based on their needs, and maintain long-term relationships. The research aims to provide insights into specific applications of CRM in the fashion industry and present recommendations for enhancing sales management strategies within this sector.