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Pesha A.V. Corporate uniform and dress code as the elements of corporate culture best employers of Russia. Journal of Clothing Science. 2017; 2(2). Available at: https://kostumologiya.ru/PDF/01KL217.pdf (in Russian).

Corporate uniform and dress code as the elements of corporate culture best employers of Russia

Pesha Anastasiia Vladimirovna
Ural state university of economics, Russia, Yekaterinburg
E-mail: Myrabota2011@gmail.com

Abstract. In article the analysis of approaches to the concept of corporate culture, provides a brief description of the three levels of her research. In work we have identified the relevance of the issue of corporate identity in the development of corporate culture. The analysis of one of the elements of corporate culture superficial level — style clothing and dress code that exists in the organizations recognized as best employers in 2016, according to rankings compiled by HeadHunter and «RBC». As objects of analysis we have chosen 4 companies within TOP 5 employers of Russia 2016 for the above-mentioned rating — OJSC «Gazprom Neft», VTB24, Rosatom, MTS OJSC (Mobile TeleSystems). Disclosed elements of corporate identity, including logo, corporate clothes, style, service, trademark, brand attributes, color and graphic solution and others. The classification of branded styles of clothes. The analysis of the predominant office dress style of employees, the existing uniform as a reflection of the existing corporate culture and values. The conclusion about the relevance of the introduction of a corporate style of clothing for modern companies, including for broadcast, developing and maintaining corporate culture.

Keywords: corporate identity; corporate ID; corporate identity apparel; corporate culture; dress code; office style uniform

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