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Pallotta V.I., Sichkar T.V. Design, advertising and window dressing technologies in the fashion industry. Journal of Clothing Science. 2020; 5(4). Available at: https://kostumologiya.ru/PDF/09IVKL420.pdf (in Russian).

Design, advertising and window dressing technologies in the fashion industry

Pallotta Valentina Ivanovna
Moscow international university, Moscow, Russia
Institute of world civilizations, 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 paper considers theoretical and methodological approaches to studying the impact of innovative artistic and technological solutions on window dressing in the fashion industry. With the right window dressing, fashion enterprises can effectively broadcast certain information to the buyer and, to a large extent, solve their commercial issues by increasing the brand’s external image and recognition of its products. Some issues of merchandising are considered, including the fact that the display of goods forms a list of goods in the trading floor, their number and ratio. However, in order for people to stop in front of the shop windows, it is necessary to solve artistic and figurative problems. At the present stage, artists and designers approach window dressing professionally, taking into account the specifics of the company’s activities, develop design ideas and implement them themselves, as a rule, using manual labor and traditional artistic means. The authors found that both new materials and innovative technologies are actively used in the art of window dressing, thus, window displays can become an excellent advertising platform for enterprises in the fashion industry.

Keywords: fashion industry; design; advertising; showcase; external brand image

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