scholarly journals CHANNELS FOR PROMOTION OF FASHION BRANDS IN THE ONLINE SPACE

2021 ◽  
Vol 7 (2) ◽  
pp. 179-187
Author(s):  
Mykhailo Oklander ◽  
Alevtyna Kudina
Keyword(s):  
Social Networks ◽  
Corporate Identity ◽  
Retail Sector ◽  
Fashion Industry ◽  
Light Industry ◽  
Online Store ◽  
Use Of Resources ◽  
Brand Development ◽  
Analysis And Synthesis ◽  
Sales Funnel

The article’s purpose is to substantiate scientific and applied recommendations for the using of modern digital marketing tools to promote fashion brands. The subject of research is the theoretical foundations of the formation and operation of a system of priority channels for the promotion of brands of light industry enterprises in terms of increasing business risks. Methodology. The methods of scientific abstraction, analysis and synthesis, systemic, dialectical, expert, analogies and structural-functional research methods are used. Results. The study has shown that most of the world’s brands in the fashion industry determine e-commerce the main vector of their development. This is due to changes in consumer behaviour and due to the significant impact of the pandemic on the retail sector. There are highlighted adverse factors of development of Ukrainian fashion brands. It has been identified promising channels for promoting fashion brands in the online space. The use of User Journey Map and User Flow is justified to ensure the convenience of using the online store and reduce the amount of time spent on shopping. The key elements of the information architecture of the site are highlighted: cognitive load and mental models. The set of brand measures to encourage users to expand interaction with content (official advertising from the social network) (for Facebook, Instagram, YouTube, TikTok, Pinterest), advertising with well-known bloggers whose audience is similar to the brand’s audience (Facebook, Instagram, YouTube), mass following and mass liking (Instagram); mutual PR (Facebook, Instagram, YouTube, TikTok); Giveaway (Instagram)). Brand accounts must be fully consistent with the brand’s corporate identity and complement each other. There are shown the advantages of marketplaces in the promotion of goods of the fashion industry and the criteria for their selection in this market. There are determined the specifics of the use of social networks in the promotion of clothing and footwear brands. There are given characteristics of content in social networks Facebook, Instagram, YouTube, TikTok, and Pinterest. There are proposed options for the development of stages of the sales funnel for fashion brands in social networks. It is determined that the strategy of brand development should be based on the specifics of the range in social networks, the portrait of the target audience, the character and DNA of the brand. It is based on the capabilities and goals of social networks. It is stated that with the correct use of resources and opportunities of social networks it is possible to ensure the growth of brand awareness and increase loyalty to it. Practical implications. The results of the study can be used to develop strategies and tactics for promoting fashion brands of Ukrainian companies in the Internet. Value/originality. The value of the article is due to the presence of recommendations for choosing the most effective channels for promoting fashion brands in the online space. There are proposed the functionality of the online store for fashion brands, the criteria for choosing marketplaces, the relevant social networks for the promotion of brands and the direction of their coordination with the company’s website.

scholarly journals Роль стилю «family look» у розвитку особистості дитини на основі сімейних цінностей

2020 ◽  
pp. 28-33
Author(s):  
О. М. Внукова ◽  
Ю. А. Бердичевська ◽  
Х. Ю. Юрко
Keyword(s):  
Practical Importance ◽  
Preschool Education ◽  
Integrated Approach ◽  
Family Values ◽  
Fashion Industry ◽  
Traditional Values ◽  
Light Industry ◽  
Parents And Children ◽  
The Family ◽  
Analysis And Synthesis

Purpose: to substantiate the role of family look in family upbringing of a child's personality based on traditional values. Methodology: an integrated approach was applied, questioning of parents, conversations with teachers, parents, children, methods of analysis and synthesis obtained. Style "family look" implies the presence of a unifying element in the image of the whole family. Family look emphasizes belonging to one family. Self-expression by family look is manifested through identical colors, similar patterns and common motifs in family members' prints. Options for "family look" are: 1) the same clothing in style, material; 2) a single style; 3) identical accessories; 4) a single color scale; 5) clothing for pets, dolls ect; 6) identical prints. Family look clothing can be not only for the holidays, but also for everyday look. The original style of "family look" stands out because it is a whole philosophy, where family, children and love are declared as the most important values. Results of the research: features of the “family look” style were analyzed. A parental survey was conducted to identify goals and priorities for choosing a family look clothing. Modern parents and teachers of preschool education have been found to be familiar with family look, which is a testament to the great popularity of style. Most surveyed identifi ed this style as the same clothing for parents and children. Only a small proportion of those  surveyed indicated that there were other signs of style, such as the same accessories. Psychological and pedagogical conditions of formation of family values in the structure of the personality of the child due to the "family look" style have been determined.  Scientifi c novelty: the possibilities of "family look" style in the development of a child's personality have been identifi ed. Practical importance: baced on a creative source, author's models of women's, men's and children's clothes in the style of “family look” were created. The results of the study can be used by workers of the fashion-industry in the formation of the range of products of light industry, and also by parents in the family upbringing of children.

scholarly journals STRATEGIC FRAMEWORK FOR LIGHT INDUSTRY TECHNOLOGY TRANSFER

2020 ◽  
pp. 20-32
Author(s):  
A.V. Gavrilyuk ◽  
◽  
A.S. Khvorostyanaya ◽  
Keyword(s):  
Technology Transfer ◽  
Added Value ◽  
Industrial Technology ◽  
Real Economy ◽  
Fashion Industry ◽  
Light Industry ◽  
Digital Platforms ◽  
Manufacturing Enterprises ◽  
Analysis And Synthesis ◽  
Strategic Role

Light industry is one of the most important sectors of the national and world economy. Due to the strategic priority of the science development in many countries, the issues of technology transfer are included in the economic development current agenda. The main purpose of the research is to identify the key strategic foundations of industrial technology transfer. To do this, the following methods were used: analysis and synthesis, analogy, comparison, generalization, inductive and deductive methods. The article reveals the economic essence of industrial technology transfer, shows that technology transfer should be understood as a combination of exchange operations with production functions that reduce transaction costs and create added value. The article considers the strategic role of technology transfer as the most vital factor in the transition to Industry 4.0, focused on the technologies transfer from research organizations to the real economy sector. A special mechanism for implementing technology transfer in light industry and the fashion industry is shown, which provides flexibility and competitive advantage of manufacturing enterprises in a complex and rapidly changing environment. The article scientific novelty is related to the disclosure of the channels and tools essence for the industry transfer of the research results, development and technological work aimed at achieving the light industry and fashion industry enterprises innovative goals. The digital platform solutions role for the long-term cooperative chains formation is emphasized, which allows using this tool to implement a step-by-step industry transfer process in the future for light industry enterprises and the fashion industry. One of the promising areas of further research may be the platform solutions impact study on the social and economic efficiency of technology transfer. For light industry and fashion companies, it is recommended to create digital platforms for activating the work of all industry actors in technology transfer, creating projects and innovative proposals database and providing access to them in real time.

scholarly journals TRANSFORMATION OF BUSINESS MODELS IN LIGHT INDUSTRY IN THE CONTEXT OF ROBOTIZATION

2020 ◽  
pp. 73-81
Author(s):  
T. Serhiyevich
Keyword(s):  
Information And Communication Technologies ◽  
Social Relations ◽  
Social Reproduction ◽  
Business Models ◽  
Consumer Society ◽  
Fashion Industry ◽  
Light Industry ◽  
Sign System ◽  
Responsible Consumption ◽  
New Business

The article is devoted to the study of the specifics and transformation of business models in modern light industry in the context of robotization. It was revealed that the subjects of the light industry and the fashion industry are focused on the production of social relations, including the formation of needs and mechanisms for the recognition and social reproduction of the sign system, the construction of the connection of manufactured goods with the generally accepted sign system, management of the mechanisms of access of various groups of the population to sign goods. Against the background of the spread of the business model of fast fashion, the development of which was facilitated by social (the formation of a consumer society), economic (economic growth in the second half of the 20th century and the growth of welfare) and technological (robotization, the development of transport and information and communication technologies) factors, new business models are formed according to the principles of responsible consumption. It has been proven that in the short and medium term, their widespread and growth are unlikely, and the recycling strategies of fabric and clothing manufacturers will remain peripheral. As a result, it was found that even in radically different business models, the production of social relations is fundamental, and capitalization is carried out through the conversion of cultural, symbolic and reputation capital into economic capital.

scholarly journals An Analysis of Personal Learning Environments and Age-Related Psychosocial Factors of Unaccompanied Foreign Minors

2020 ◽  
Vol 17 (10) ◽  
pp. 3700 ◽  
Author(s):  
María Tomé-Fernández ◽  
Marina García-Garnica ◽  
Asunción Martínez-Martínez ◽  
Eva María Olmedo-Moreno
Keyword(s):  
Social Networks ◽  
Learning Environments ◽  
Psychosocial Factors ◽  
Social Inclusion ◽  
Cross Sectional ◽  
Personal Learning ◽  
Use Of Resources ◽  
Age Related ◽  
Personal Learning Environments ◽  
Unaccompanied Foreign Minors

Spain is one of the countries with the greatest influx of immigrants and, specifically, of unaccompanied foreign minors (UFMs). The educational and social inclusion of unaccompanied foreign minors poses both a challenge and a threat to current policy. Nonetheless, studies linking educational aspects to the phenomenon of the integration of these children are scarce and do not specify the most influential educational tools and strategies. In this sense, a descriptive, quantitative and cross-sectional research study is presented. The aim of this study is to examine whether variables such as age and the use of applications and social networks determine the personal learning environments (PLE) of unaccompanied foreign minors. The sample of the present study was formed by 624 individuals (♂ = 92.1% (n = 575); ♀ = 7.9% (n = 49)) aged between 8 and 17 years old. The majority came from Morocco and resided in the cities of Ceuta and Melilla. The “PLE and Social Integration of UFMs” questionnaire was used as the study instrument. Amongst the main findings, significant differences are highlighted in the personal learning environments as a function of age-related psychosocial factors as they pertain to unaccompanied foreign minors. Four factors were seen to exist in relation to the personal learning environments of unaccompanied foreign minors: self-concept of the learning process, planning and management of learning, use of resources and tools, and communication and social interaction. The same trend was observed in the four factors, with older age groups reporting better scores. On the other hand, results show that the use of applications and social networks have a significant and favourable impact on personal learning environment construction.

Dynamics, Characteristics and Prospects of Consumer Spending in Albania

2017 ◽  
Vol 7 (2) ◽  
pp. 81-91
Author(s):  
Alqi Naqellari ◽  
Eros Angjeli ◽  
Nexhmi Dumani
Keyword(s):  
Capita Income ◽  
National Income ◽  
Synthesis Methods ◽  
Per Capita Income ◽  
Light Industry ◽  
The World ◽  
Analysis And Synthesis ◽  
Alcoholic Drinks ◽  
Per Capita ◽  
Rates Of Growth

Abstract In this paper analyzes the problem of the dynamics of income and expenditure of households in Albania. Analyzing costs in general, spending on food in particular, both connected with a range of other indicators of welfare, with per capita income, expenses for the basket of goods, according to its elements and structure. Survey basket expenditure according to regions of Albania. Analyzed per capita income, expenses basket compared with countries in the region, Europe and the world. The goal is: to extract an accurate conclusion, the place at which ranks Albania in these indicators. What to do in the future, in order to emerge from this negative situation. The conclusions drawn from the analysis are: Albania ranks last places of the world, the indicator of per capita income and expenditure of households. Ranked in first countries in the region and in Europe for the indication of the percentage of expenditure on food and non-alcoholic drinks to the total cost of items in the basket. This situation has come as a result of lower rates of growth of its economy. It recommended changes in the structure of GDP in terms of growth of light industry and food industry extraction and processing, etc. By developing these branches will grow faster GDP and national income, and consequently will increase per capita income. Methods used are: methods of analysis and synthesis, methods of description and comparison, statistical methods etc.

scholarly journals Colour temperature in advertising and its impact on consumer purchase intentions

2017 ◽  
Vol 8 (4) ◽  
pp. 657-669 ◽  
Author(s):  
Lina Pilelienė ◽  
Viktorija Grigaliūnaitė
Keyword(s):  
Value Added ◽  
Purchase Intentions ◽  
Consumer Perception ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Retail Sector ◽  
Purchase Decisions ◽  
Colour Temperature ◽  
Analysis And Synthesis ◽  
The Impact

Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of advertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce. Purpose of the article: Considering the intensifying competition in the retail sector, creating attractive and stimulating advertisements becomes an important task for many organizations. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions. Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature. Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour. The colour temperature related to insights for the enhancement of advertising effectiveness and guidelines for future research are provided.

scholarly journals Slang of the world of fashion and fashion subculture in English: the problem of word-building and translation

2021 ◽  
pp. 152-160
Author(s):  
A. K. Pavelieva ◽  
◽  
I. V. Sotnichenko ◽  
◽  
Keyword(s):  
Social Networks ◽  
Social Groups ◽  
Word Formation ◽  
The Internet ◽  
Scientific Article ◽  
Fashion Industry ◽  
Social Phenomena ◽  
The World ◽  
Communicative Space ◽  
Article Analyse

The article considers the slang of the fashion industry, systemization of slang units by speakers, as well as the main difficulties in translating English fashion slang into Ukrainian. It turns out that the vocabulary of fashion industry slang is enriched in epoch-making moments, important for the state as a reaction to turning points in history and to the emergence of new social phenomena. The article proves that fashion slang unites a large number of social groups: people working in the fashion industry, who create trends and fashionable novelties; fashion distributors and fashion buyers and even forms a new social group around them ‒ hypebeasts. The authors of the article analyse the slang of the fashion world through the prism of its interdependence and interaction with social networks and the Internet as a communicative space. Such methods of word formation of fashion slang units as metaphorization, word formation, appearance of telescopies have been considered in this scientific article. The presented research paper proposes to classify fashion slang by different groups of people who are somehow related to fashion, and thus cause the emergence of new slang units, forming their own kind of fashion slang, taking into account the peculiarities of their activities. It is emphasized that the basis for the formation of new slang of the fashion industry is the slang of young people mad about fashion, who build their own cult around it. The article also considers the most common ways of translating hypebeasts slang, such as transcoding (mixed and adaptive ones), transcription and transliteration.

scholarly journals FEATURES OF FORMATION OF THE BUSINESS DEVELOPMENT MANAGEMENT SYSTEM IN THE CONDITIONS OF INNOVATIVE ECONOMY

Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 173-179
Author(s):  
Tetiana Krakhmalova
Keyword(s):  
Management System ◽  
Production Systems ◽  
Business Development ◽  
Development Management ◽  
Use Of Resources ◽  
Factors Influencing ◽  
Dynamic Transformation ◽  
Analysis And Synthesis ◽  
The Difference ◽  
Innovative Economy

Introduction. In modern conditions of innovative economy, business development management acts as a general economic vector of rational consumption of resources and efficient functioning of production systems. It is known that even those companies that have similar potentials often differ in the results of their activities. Under these conditions, the difference in results can be explained only by the unequal degree of accuracy of the target orientation of the control system. In other words, other things being equal, the magnitude of the result will be greater the more successful the business development management system in an innovative economy.The purpose of the study is to define and substantiate the management system of business development in an innovative economy.The methodologyof scientific research is general and special methods of research of economic phenomena: analysis and synthesis – to determine the complex concepts of business development management; extrapolations – to identify new trends in business development and changes in the economy; grouping and classification – to systematize the factors influencing business development, etc.Conclusions and prospects for further research. Features of formation by business development which includes a set of means and methods of the directed influence on interests of business which are in constant dynamic transformation under the influence of external and internal conditions with orientation on rational use of resources and maintenance of necessary proportions of functioning of its economic complex are substantiated. It is determined that the special place of business development management in the conditions of innovative economy is due to the fact that it guarantees the integration of economic processes. The formation of a business development management system reflects the ability to streamline processes in business in accordance with the inherent internal laws of economic activity.

scholarly journals Масова кастомізація одягу як концепція індивідуалізації в сучасних дизайн-практиках

2021 ◽  
pp. 129-140
Author(s):  
О. М. Лагода ◽  
В. В. Гурдіна ◽  
В. О. Пасічник
Keyword(s):  
Mass Customization ◽  
Consumer Choice ◽  
Production Systems ◽  
Integrated Approach ◽  
Educational Process ◽  
Practical Implementation ◽  
Fashion Industry ◽  
Analysis And Synthesis ◽  
Design Activities ◽  
Design Objects

The aim of the article is to identify the characteristics and creative potential of customization in modern design activities, through which the needs for individualization of clothing at the request of consumers are widely realized. The methodological basis of the study is an integrated approach. The method of analysis and synthesis allowed the consideration of customized production as the interaction of producer and consumer, which determines the demand and competitiveness of the design product, its artistic and aesthetic value. Methods of visual-analytical and functional analysis of customized design objects provided an opportunity to establish the potential and prospects of mass customization, to justify it in terms of individualization of things as a specific consumer choice, as well as the principle of designing design objects in the learning process. It is established that, according to most scientists, customization is, first of all, individualization of the producer's relationship with the consumer. Prerequisites for its active use in the fashion industry, in particular, in design activities, are long overdue. It was found that by satisfying individual customer requests, using flexible production systems, etc., mass customization allows companies in the fashion industry to get rid of excess stocks of finished products that become obsolete too quickly, and makes it possible to make products more attractive. It is shown that the concept of "smart (savings) consumption", for which the principles of customization are extremely promising, can be successfully implemented in the process of providing educational services. The article highlights the theoretical aspects of the essence of customization as a "mass individualization" of design products. The existing principles of clothing customization are analyzed. Possibilities and types of customization in the activity of modern designers against the background of real market conditions are characterized. The potential of customizing in design in general and in the educational process of training fashion designers in particular is shown. The obtained results provide an opportunity to systematize the types, principles and techniques of customization as an experience of practical implementation of the concepts of "smart consumption", individualization and personification in clothing design.

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