2021, Vol. 6, No. 1. - go to content...

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Busygina O.V., Korobtseva N.A. Study of the visual image of a designer. Journal of Clothing Science. 2021; 6(1). Available at: https://kostumologiya.ru/PDF/01IVKL121.pdf (in Russian).

Study of the visual image of a designer

Busygina Olga Vladimirovna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: olgabusygina.2703@gmail.com

Korobtseva Nadezhda Alekseevna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: rrr-home@yandex.ru
ORCID: https://orcid.org/0000-0001-9895-6761

Abstract. The article examines the problem of forming a designer’s image as a key component of his profession. The image is the main (primary) information about a person and an effective tool of psychological impact on the surrounding society. It is necessary that the correspondence of a person’s professional identity and his style, image, be always harmonious. The personality style of the designer should reveal the basic concepts of the clothing collection designed by him.

In this study, the authors use a sociological survey method to assess the image-logical information by a selected group of respondents from a number of famous clothing designers, as well as to assess the clothing brand preferred by the respondents. The respondents were Russian women aged 18 to 27, as the most active group of the population that follows fashion trends. For comparative characteristics, designers with different stylistic images were selected. The main attention is paid to the correspondence of the characteristics of the image by the respondents and the style of a particular designer, that is, the respondents evaluate the appearance of the designer, and then decide whether they like the clothing brand of the same name. The authors also put forward a hypothesis about the difference in the characteristics of image and style in large cities (Moscow, St. Petersburg) and small cities (Kostroma, Yaroslavl, Ivanovo), which was confirmed as a result of opinion polls. Respondents from large cities prefer bright, multi-layered images that help to stand out from the general mass of people and the segment of the mass market with design references to well-known brands, while respondents from small towns choose modest, feminine outfits and unknown clothing brands available in their place of residence.

The study confirms the need to form a certain image for a clothing designer, since, first of all, he himself becomes a role model, and only then the consumer gives preference to a clothing brand. Thus, the success of a brand directly depends on the designer’s image.

Keywords: image; style; imageology; non-verbal; respondent; designer; sociological survey; brand; successful

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