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Filenko S.S., Makarova T.L. Fashion weeks and promotion of fashion brands in the context of modern reality transformation. Journal of Clothing Science. 2021; 2(6). Available at: https://kostumologiya.ru/PDF/08IVKL221.pdf (in Russian).

Fashion weeks and promotion of fashion brands in the context of modern reality transformation

Filenko Stepan Sergeevich
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: stephanfilenko@gmail.com
РИНЦ: https://elibrary.ru/author_profile.asp?id=939163

Makarova Tatiana Lvovna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: 11suntm@gmail.com
РИНЦ: https://elibrary.ru/author_profile.asp?id=622882
ResearchGate: https://www.researchgate.net/profile/Tatiana_Makarova2
SCOPUS: https://www.scopus.com/authid/detail.url?authorId=24758853100

Abstract. Fashion weeks and the fashion industry have faced the challenges of contemporary reality due to quarantine restrictions related to the spread of the COVID-19 virus. The purpose of the study is to identify new trends in the fashion industry, fashion weeks and fashion shows in particular. The study is based on the case study method, analyzing case studies of communication strategies of fashion brands realized since 2020. The article justifies the crisis in the field of the fashion industry; the facts of active involvement of fashion companies in solving the problem of the global virus are given. The review of scientific literature on the subject of transforming the place of fashion week in the socio-cultural space is given. The analysis includes the cases of autumn fashion weeks 2020: Milan Fashion Week, Paris Fashion Week, the shows of fashion labels Mugler, Etro, Valentino, Burberry, Michael Kors, Saint Laurent, Gucci in terms of the applied solutions and practices in the conditions of quarantine restrictions. Updated aspects and trends in the fashion industry are identified: the increasing role of influencers in the field of fashion; increased availability of content from fashion weeks and fashion shows; increased representation and business development in the fashion industry in the Internet space; the search and implementation of non-traditional ways of showing fashion collections; the decrease of developed collections in fashion companies; combination of offline and online communication with target audiences, with the dominance of online communication; fashion companies mastering new digital platforms for a more personalized communication with consumers. Conclusions are made about the necessity of using a mixed format for fashion week with a combination of offline shows and online streaming.

Keywords: fashion industry; fashion; fashion company; fashion week; fashion collection; online space; communication

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