title: ÐÐ»Ð¸ÑÐ½Ð¸Ðµ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¹ Ð¼Ð¾Ð´Ñ Ð½Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: The influence of modern fashion on the consumer behavior of young people
Creators: name: ÐÐ»Ð°Ð´Ð¸Ð»ÐºÐ¸Ð½Ð°, ÐÑÐ¸ÑÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð¼Ð¾Ð´Ð°
Ð¼Ð¾Ð´Ð½Ð¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ
Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¸Ðµ Ð¿ÑÐµÐ´Ð¿Ð¾ÑÑÐµÐ½Ð¸Ñ
Ð¼Ð¾Ð´Ð½Ð°Ñ Ð¸Ð½Ð´ÑÑÑÑÐ¸Ñ
fashion
fashion behavior
consumer behavior
consumer preferences
fashion industry

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸Ð·ÑÑÐµÐ½Ð¸Ñ Ð²Ð»Ð¸ÑÐ½Ð¸Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¹ Ð¼Ð¾Ð´Ñ Ð½Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ðµ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸. ÐÑÐ»Ð¸ Ð¸Ð·ÑÑÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¹ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸ Ð¸ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð¼Ð¾Ð»Ð¾Ð´ÑÑ Ð»ÑÐ´ÐµÐ¹ Ð² Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð¼Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¿Ð¾Ð½ÑÑÐ¸Ñ Ð¼Ð¾Ð´Ñ Ð¸ Ð¼Ð¾Ð´Ð½Ð¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð² ÑÐ¾ÑÐ¸Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¹ ÑÐµÐ¾ÑÐ¸Ð¸, Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ ÑÐ¾Ð²ÑÐµÐ¼ÐµÐ½Ð½Ð¾Ð¹ Ð¼Ð¾Ð»Ð¾Ð´ÐµÐ¶Ð¸, Ð¸Ð·ÑÑÐµÐ½Ð¸Ðµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÐ¾Ð² ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ Ð² Ð¸Ð½Ð´ÑÑÑÑÐ¸Ð¸ Ð¼Ð¾Ð´Ñ, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¿ÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿Ð¾ Ð¸Ð·ÑÑÐ°ÐµÐ¼Ð¾Ð¹ ÑÐµÐ¼Ðµ, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¸Ðµ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÑÐ¼Ð¿Ð¸ÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð´Ð»Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð¾Ð´ÐµÐ¶Ð´Ñ Ð¿Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¼ Ð¿ÑÐ°ÐºÑÐ¸ÐºÐ°Ð¼. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ Ð½Ð°ÑÑÐ½ÑÑ ÑÐ°Ð±Ð¾Ñ, ÑÑÑÐ´Ð¾Ð² Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ Ð¸ Ð·Ð°ÑÑÐ±ÐµÐ¶Ð½ÑÑ Ð°Ð²ÑÐ¾ÑÐ¾Ð² Ð½Ð° ÑÐµÐ¼Ñ Ð¼Ð¾Ð´Ñ, Ð¼Ð¾Ð´Ð½Ð¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ, Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÐ¾Ð³Ð¾ Ð¿Ð¾Ð²ÐµÐ´ÐµÐ½Ð¸Ñ.Â  ÐÑÐ»Ð¸ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-ÑÐµÑÑÑÑÑ Ð¿Ð¾ ÑÐµÐ¼Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. ÐÐ° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ Ð´Ð°Ð½Ð½ÑÑ, ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½ ÑÑÐ´ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¹ Ð¿Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¼ Ð¿ÑÐ°ÐºÑÐ¸ÐºÐ°Ð¼ Ð´Ð»Ñ ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð»Ð¾ÐºÐ°Ð»ÑÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð¾Ð´ÐµÐ¶Ð´Ñ Ñ ÑÐ¾ÑÐºÐ¸ Ð·ÑÐµÐ½Ð¸Ñ ÑÐ°ÐºÐ¸Ñ Ð°ÑÐ¿ÐµÐºÑÐ¾Ð², ÐºÐ°Ðº ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½ÑÐµÑÐºÐ¸Ð¹, PR, SMM, Ð´Ð¸Ð·Ð°Ð¹Ð½, ÑÐ¾ÑÐ³Ð¾Ð²Ð¾-Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹/ÑÐ¾Ð²Ð°ÑÐ¾Ð²ÐµÐ´Ð½ÑÐ¹, IT, ÑÐµÐ½Ð½Ð¾ÑÑÐ½ÑÐ¹ Ð¸ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸Ð¹, ÐºÐ¾ÑÐ¾ÑÑÐ¹ Ð±ÑÐ´ÐµÑ ÑÐ¿Ð¾ÑÐ¾Ð±ÑÑÐ²Ð¾Ð²Ð°ÑÑ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ Ð¾ÑÐµÑÐµÑÑÐ²ÐµÐ½Ð½ÑÑ Ð»Ð¾ÐºÐ°Ð»ÑÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð¾Ð´ÐµÐ¶Ð´Ñ, Ð¾Ð±ÐµÑÐ¿ÐµÑÐ¸Ð²Ð°Ñ Ð¸Ñ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ¾ÑÐ¿Ð¾ÑÐ¾Ð±Ð½Ð¾ÑÑÑ Ð½Ð° ÑÑÐ½ÐºÐµ Ð¸ ÑÑÐ¿ÐµÑÐ½Ð¾Ðµ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð´ÐµÐ¹ÑÑÐ²Ð¸Ðµ Ñ Ð¼Ð¾Ð»Ð¾Ð´ÑÐ¼Ð¸ Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÐ¼Ð¸.
description: This work is devoted to studying the influence of modern fashion on the consumer behavior of young people. The features of consumer behavior of modern youth and the tools for shaping the consumer behavior of young people in the fashion industry were studied. Problems that were solved during the research: studying the concept of fashion and fashionable behavior in sociological theory, identifying the characteristics of consumer behavior of modern youth, studying the tools for shaping consumer behavior in the fashion industry, developing an empirical research program on the topic under study, analyzing the results of empirical research, developing recommendations for Russian clothing brands on communication practices. The work was carried out on the basis of scientific works, works of domestic and foreign authors on the topic of fashion, fashion behavior, consumer behavior.Â  Internet resources on the research topic were used. Based on the data obtained, a number of recommendations on communication practices have been developed for Russian local clothing brands from the point of view of such aspects as management, PR, SMM, design, trade-organizational/merchandise, IT, value and economic, which will contribute to the development of domestic local brands clothing, ensuring their competitiveness in the market and successful interaction with young consumers.