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Slesarchuk I.A., Zaitseva T.A., Koroleva L.A. Formation of factors influencing the choice of decorative design of regional souvenir clothing. Journal of Clothing Science. 2026; 11(3). Available at: https://kostumologiya.ru/PDF/05TLKL326.pdf (in Russian).

Formation of factors influencing the choice of decorative design of regional souvenir clothing

Slesarchuk Irina Anatolyevna
Vladivostok State University, Vladivostok, Russia
E-mail: irina.slesarchuk@bk.ru
ORCID: https://orcid.org/0000-0002-8781-938Х
RSCI: https://elibrary.ru/author_profile.asp?id=370843

Zaitseva Tatiana Alexandrovna
Vladivostok State University, Vladivostok, Russia
E-mail: zai-tanya@yandex.ru
ORCID: https://orcid.org/0000-0002-8781-938X
RSCI: https://elibrary.ru/author_profile.asp?id=642648

Koroleva Lyudmila Anatolyevna
Vladivostok State University, Vladivostok, Russia
E-mail: ludmilka06-06@mail.ru
ORCID: https://orcid.org/0000-0002-7189-6890
RSCI: https://elibrary.ru/author_profile.asp?id=248034

Abstract. His article explores the design of decorative souvenir clothing as a vehicle for regional identity. With the growth of domestic tourism, such clothing is becoming a tool for conveying the cultural, historical, and natural features of a territory. The choice of decorative elements is often fragmented, without consideration of a range of interrelated factors. This article aims to develop a typology of factors that allows for a transition from an intuitive selection of symbols to a systemic design approach. The study utilizes a systems approach, classifications and typologies, semiotic analysis, marketing research, and empirical methods. The authors developed a typology of six factor clusters: cultural-historical, functional and target-oriented, artistic-compositional, technological and material, marketing and economic, and regulatory and environmental. For each cluster, indicators, possible application techniques, selection criteria, and risks are defined. The article develops a decorative design selection matrix that streamlines the design process, consistently correlates the task with relevant groups of factors, narrows the range of options, reduces the risk of conflicting decisions, and reduces the time required to find a concept. The practical value of the obtained results is confirmed by the example of the demonstration and exhibition collection «Primorsky Rosehip Flower» created by the authors. The rosehip flower motif reflects the nature and multinationality of the region, while the three-dimensional textile decoration and compositional techniques are relevant to the target audience. The typology and matrix are applicable to design, production, and territorial branding, facilitating the creation of competitive and culturally significant products. A foundation has been created for the further development and automation of the decorative design process for regional souvenir clothing.

Keywords: regional souvenir clothing; decorative design; regional identity; typology of factors; ethnodesign; territorial branding; cultural code

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