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Pallotta V.I., Sichkar T.V. Souvenir products, design and corporate image of fashion industry enterprises. Journal of Clothing Science. 2021; 6(2). Available at: https://kostumologiya.ru/PDF/07IVKL221.pdf (in Russian).

Souvenir products, design and corporate image of fashion industry enterprises

Pallotta Valentina Ivanovna
Moscow international university, Moscow, Russia
E-mail: Pallotta@yandex.ru
ORCID: https://orcid.org/0000-0002-6878-5065
РИНЦ: https://www.elibrary.ru/author_profile.asp?id=970729
Researcher ID: https://www.researcherid.com/rid/O-4562-2017

Sichkar Tatyana Valentinovna
Institute of world civilizations, Moscow, Russia
E-mail: ditava1@mail.ru

Abstract. The authors of the article examine souvenir products as an image object of fashion industry enterprises in the domestic market.

It is noted that the image can be created and managed as a result of the communication interaction between the company and the consumer. Understanding the potential of a souvenir as a marketing tool has led to the birth of an entire industry that is actively functioning and continues to develop rapidly. Numerous Russian companies widely use «souvenir» for commercial purposes. The authors highlight the differences in the cost of promotional products, exclusivity and the level of communication interaction. As a result, the authors highlight the importance of such aspects as the significance of the message, the choice of a souvenir as an information channel (or its design-development and production), the conditions for the transfer of a souvenir and the recipient’s reaction (feedback) not only for the author’s, but also for souvenir products in general. The potential to influence the corporate image of enterprises lies in the system of selection and development of souvenir products on the principle of «individuality-functionality-relevance».

The article notes the role of professional designers in the fashion industry, which is filled with professionals with serious artistic training. This has a significant potential for a conceptual approach to souvenir products, as a tool for creating your own positive image, as well as fashion trends.

Keywords: souvenir products; design; corporate image; fashion industry

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