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Denisova O.I. The phenomenon of uniforms in the context of reflecting fashion trends and corporate values. Journal of Clothing Science. 2021; 6(4). Available at: https://kostumologiya.ru/PDF/02IVKL421.pdf (in Russian).

The phenomenon of uniforms in the context of reflecting fashion trends and corporate values

Denisova Olga Igorevna
Saint Petersburg State University of Industrial Technologies and Design, Saint Petersburg, Russia
E-mail: ipolgadenisova@yandex.ru
ORCID: https://orcid.org/0000-0001-6860-2292
RSCI: https://elibrary.ru/author_profile.asp?id=310313

Abstract. The article reveals the problem of the formation of the non-verbal language of the corporate uniform in the implementation of the marketing goals of the company in synchronization with the current trends of «external» fashion. Based on the analysis of changes in the design of corporate clothing, carried out as a result of the rethinking of the actual external and internal values of fashion, reflection of cultural ideas and traditions, carried out within the framework of the dissertation research, the author identified ways of implementing fashion innovations in the design of uniforms, and also identified the distinctive features of the methodology of its design. The research methodology is based on a systematic analysis of cyclical innovations in the field of uniform design from the standpoint of the theory of symbolic interaction and the theory of fashion transformation. Fashion cycles in the implementation of the corporate dress code policy are presented by the author as a dual process: on the one hand, the creation of a company’s information message that reflects corporate values, on the other hand, the satisfaction of the individual needs of the dress code participants in self-expression through heuristic searches to impart semantic ambiguity to their image. Based on the study of the processes of changing the design of uniforms under the influence of creative thinking and the outlook of consumers, as well as considering the objects of corporate fashion as a source of inspiration for couturiers, the formats of the influence of uniforms on fashion outside the scope of the dress code policy are systematized. The article demonstrates that the periodic renewal of the company’s uniform within the framework of restyling is more connected with marketing goals than with following the fashion trends of the non-corporate environment, which determines the uniqueness of the uniform as an object of costume design and creates a certain isolation of corporate fashion in the overall structure of the fashion industry.

Keywords: costume; dress code; ambivalence; aesthetics; design; fashion transformation theory

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