2022, Vol. 7, No. 2. - go to content...

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Gavrilova O.E., Nikitina L.L., Zubkova I.O. To the question of the role of author’s clothing collections in the development and promotion of a new brand of an industrial enterprise. Journal of Clothing Science. 2022; 7(2). Available at: https://kostumologiya.ru/PDF/01TLKL222.pdf (in Russian).

To the question of the role of author’s clothing collections in the development and promotion of a new brand of an industrial enterprise

Gavrilova Olga Evgenʹevna
Kazan National Research Technological University, Kazan, Russia
E-mail: oegavrilova@mail.ru
RSCI: https://www.elibrary.ru/author_profile.asp?id=792852

Nikitina Ludmila Leonidovna
Kazan National Research Technological University, Kazan, Russia
E-mail: naik@bk.ru
RSCI: https://www.elibrary.ru/author_profile.asp?id=792899

Zubkova Iulia Olegovna
Kazan National Research Technological University, Kazan, Russia
E-mail: Julietta.555@mail.ru
RSCI: https://www.elibrary.ru/author_profile.asp?id=1082929

Abstract. In the 21st century, fashion began to change rapidly from season to season. The rapid change of fashionable forms dictates its own rules. In order to promote a new brand, it is necessary to produce models that are not only relevant in the contest of fashion trends, but also recognizable, with their own “character”. At the same time, trendy original models are subject to faster obsolescence. The consumer, purchasing such a product, has the risk of losing interest in it after two or three times of use. The current pace of change in fashionable forms in the conditions of mass production of light industry products leads to the premature disposal of many consumer goods. Modern approaches to design should provide a solution to a set of mutually exclusive tasks: the creation of trendy models, at the same time capable of becoming the basic basis of a rational set of clothes; reduction of time and material costs and the formation of the character of the brand; development of inexpensive and at the same time multifunctional models. To effectively solve the tasks set, it is advisable to apply the principles of combinatorics and mass customization, creative methods for developing author’s collections, and standard design methods. The article discusses the most promising ways to increase the cost-effectiveness and manufacturability of original clothing models in the context of industrial design, the promising structure of the author’s collection in the context of industrial production, the justification for the need to include parts and products of original complex shapes for the development and promotion of a new brand. A promising direction is also the creation of rational designs of modern clothing, which allows, when designing, to combine the use of productive equipment, an increase in production volumes with a decrease in labor costs and the introduction of original parts that have a rational configuration and dimensions that provide an economical cut. An example of the experimental development of the author’s collection of women’s sets of the original cut is presented. The results of the research work showed the prospects of the chosen direction of design, were tested by teachers and students in the conditions of individual production, recommendations were developed for the introduction of author’s collections into industrial production.

Keywords: author’s collection; assortment; brand; combinatorial method; complete set; garment; industrial design; customer; technology

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