Published in «Creative Economy»11 / 2019
DOI: 10.18334/ce.13.11.41285

Modern trends in business development: creative and commercial components of the fashion industry

Lyuy Yamen , The St. Petersburg State University of Economics, Russia

Vasilenko Natalya Valerevna, Saint- Petersburg Mining University, Russia

Современные тенденции развития предпринимательства: творческая и коммерческая составляющие индустрии моды - View in Russian

 Download PDF | Downoads: 7

Abstract:
This article is devoted to the actual problem of the development of the fashion industry as an economic industry that unites business structures engaged in the development, production, promotion and sale of fashion products. The article reveals the creative component of entrepreneurship in the fashion industry, due to the intellectual capacity of its products, as well as commercial, related to the need to ensure the profitability of enterprises participating in the production chain in the fashion industry. The interdependence of these components is traced on the example of the integration of design and marketing in the fashion industry. Special attention is paid to the factors that allow achieving a balance between the creative and commercial components of entrepreneurship in the world's fashion capitals. Such factors as state support, formation of production chain of creation and sale of fashionable goods, concentration of brands, professional personnel endowment are defined as the main ones. It is shown that the control over the production link of the production chain, allowing its participants to obtain technological advantages over competitors, plays the most important role. The intellectual capacity of fashion products is supported by the functioning of professional training systems for highly qualified personnel for the fashion industry, as well as the activities of universal and specialized professional organizations in this area.

Keywords:

entrepreneurship, fashion industry, fashion products, world capitals of fashion

JEL-Classification: L26, L67, M21

Citation:
Lyuy Yamen, Vasilenko N.V. (2019). Modern trends in business development: creative and commercial components of the fashion industry [Sovremennye tendentsii razvitiya predprinimatelstva: tvorcheskaya i kommercheskaya sostavlyayuschie industrii mody]. Creative Economy, 13(11). (in Russian). – doi: 10.18334/ce.13.11.41285.


References (transliterated):
Aleksandrova I.B., Burmistrova N.G. (2018). Modnye kollaboratsii i ikh vliyanie na vospriyatie brenda potrebitelem [Fashionable collaborations and their impact on consumer perception of the brand]. Evraziyskiy yuridicheskiy zhurnal. (7). 426-427. (in Russian).
Andreeva A.N. (2003). Marketingovye kommunikatsii dizaynerskikh brendov v feshn-biznese [Marketing communications designer brands in the fashion business]. Marketingovye kommunikatsii. (1). 21-30. (in Russian).
Barkova N.Yu. (2015). Segmentatsiya tsepey postavok v industrii modnoy odezhdy [Segmentation of supply chains in the fashion industry]. Vestnik Universiteta. (1). 69-72. (in Russian).
Baskakov V.A. (2018). Perspektivnye trendy razvitiya fashion-industrii [Promising trends in the development of fashion industry]. Russian Journal of Entrepreneurship. (3). 801-812. (in Russian). doi: 10.18334/rp.19.3.38843.
Chenchik A.V. (2017). Osobennosti predprinimatelstva v industrii mody [Issues of entrepreneurship in the fashion industry]. Russian Journal of Entrepreneurship. (3). 231-237. (in Russian).
Demina T.A. (2014). Industriya mody kak samostoyatelnyy sektor ekonomiki [Fashion industry as an independent sector of economy]. Service in Russia and abroad. (9). 13-23. (in Russian).
Gabbasova A.A. (2018). Osobennosti brendinga v industrii mody [Features of the branding in the fashion industry]. Aktualnye problemy i perspektivy razvitiya ekonomiki: rossiyskiy i zarubezhnyy opyt. (15). 87-91. (in Russian).
Gladysheva V.A., Voloshinova M.V. (2018). Sovremennye marketingovye kommunikatsii v industrii mody [Modern communications in the fashion industry]. Ekonomicheskie issledovaniya i razrabotki. (11). 8-13. (in Russian).
Ivanitskiy V.P., Scheglov M.S. (2011). Faktory vliyaniya na formirovanie konkurentosposobnosti predpriyatiy modnoy industrii [Factors of the fashion industry influence on the enterprises competitiveness ]. Izvestiya UrGEU. (1). 40-45. (in Russian).
Reshetnikova M.S. (2018). Analiz dinamiki razvitiya innovatsionnogo predprinimatelstva v Kitae [The analysis of dynamics of development of innovative entrepreneurship in China]. The problems of Economy. (3). 102-106. (in Russian).
Scheglov M.S. (2011). Diagnostika tekuschego sostoyaniya otrasli modnoy industrii v Rossii [Analyzing the current state of the fashion industry in Russia]. The Manager. (5). 72-76. (in Russian).
Tszyan Zhunchun (2012). Razvitie modnoy industrii i stimulirovanie vnutrennego rynka potrebleniya konechnyh tovarov vysokogo i srednego klassa [The development of the fashion industry and stimulate domestic consumption market of final goods is high and the middle class]. Forum sovremennogo Kitaya. (2-3). (in Russian).
Vanieva O.V., Pechkunova I.A., Zherebtsov A.F. (2018). Udlinenie zhiznennogo tsikla modnogo produkta v kontekste dizayna [The lengthening of the life cycle of a fashion product in the context of design] Innovations and modern technologies in the fashion industry, proceedings of the II All-Russian scientific-practical conference. 32-35. (in Russian).
Vinichenko I.V. (2017). Prognozirovanie sprosa v modnoy industrii [Forecasting demand in fashion industry]. International Journal of Applied and Fundamental Research. (11). 140-142. (in Russian).