2024, Vol. 9, No. 4. - go to content...

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Timofeeva M.R. Value aspects of things in the modern world. Journal of Clothing Science. 2024; 9(4). Available at: https://kostumologiya.ru/PDF/06IVKL424.pdf (in Russian).

Value aspects of things in the modern world

Timofeeva Marina Rafailovna
Omsk State Technical University, Omsk, Russia
E-mail: marina.marina.timofeeva@gmail.com
RSCI: https://elibrary.ru/author_profile.asp?id=719780

Abstract. The article considers questions of value of things in modern world. The main factors influencing the transformation of values according to economic, political, socio-cultural and historical events in society are investigated. As one of the research areas, an analysis of functions of clothing was carried out, as a basic definition of values of things, such as protective, utilitarian, social and aesthetic.

The relationship of value priorities with the demands of different generations is considered. New generations have certain priorities, for consumers, the priorities are determined by value. These qualities are determined by the events that occur in the economy, politics, innovation discoveries, crises and environmental conditions. Designers and marketers understand the importance of diversity, which defines value for modern generations. Values are actively influencing the consumer market in the fashion industry.

The study formulates current factors that influence the formation of value criteria in the modern world: awareness, pandemic, political and economic realities, stress and anxiety, increasing number of adults. Based on these factors, the development of the interest of designers and niches for the creation of consumer products are determined.

As an empirical basis in the article expert opinions of specialists in the field of sociology, marketing, economics, fashion-analysis are used. Examples of current values of the new time are given: conscious consumption, interest in national culture, national self-consciousness, anti-globalization, authenticity, intergenerational connection, appeal to the family.

Keywords: value system; fashion functions; generation theory; consumer behavior; marketing; conscious consumption; national identity; social adaptation; communication tools

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